Rory Sutherland

Rory Sutherland

What we need is a Freedom of Uninformation Act

One dietary fad that never made sense to me was the campaign against the consumption of eggs. Now call me an old Darwinist, but here we are having spent a few million years evolving into a bald monkey with prehensile thumbs, perfectly optimised as an egg-stealing machine, and yet the digestion of an omelette somehow

Too many facts get in the way of truth

One dietary fad that never made sense to me was the campaign against the consumption of eggs. Now call me an old Darwinist, but here we are having spent a few million years evolving into a bald monkey with prehensile thumbs, perfectly optimised as an egg-stealing machine, and yet the digestion of an omelette somehow

The wisdom of the skies

It took a spate of air disasters in the late 1970s, in particular the Portland crash of United Airlines Flight 173, for aviation experts to pay attention to something called Crew Resource Management. This is a set of procedures first conceived by Nasa with the aim of minimising human error in flight. UA173 — where

Perception vs objective reality

I hate to tell you this, but every time you watch television you are being duped. In fact there are only three accurate things you will ever see on television. These are the colours red, green and blue. Each pixel on a screen can transmit three colours only. If blue alone is illuminated, the screen

Raising the threshold crappiness

I love anything open late at night. Never mind ‘the sigh of midnight trains in empty stations’; even mundane activities like filling up with petrol become enjoyably Edward Hopperish after midnight. Often the places are so quiet you wonder why they bother opening at all. But it is a strange psychological fact that opening a

iAddicts

For many years The Spectator employed a television reviewer who did not own a colour television. Now they have decided to go one better and have asked me to write a piece to mark the tenth anniversary of the iPhone. I have never owned an iPhone. (In the metropolitan media world I inhabit, this is

Rory Sutherland

Make life easier and all else will follow

You can try to change people’s minds, but this is difficult. You can bribe people to change their behaviour, but it’s expensive. Far simpler is to make the new behaviour easy and enjoyable in and of itself. Recently, colleagues of mine were asked how to promote the habit of recycling domestic refuse. They explained there

Migration is complicated. Don’t pretend it’s not

I expect you’ve already noticed it, but in case you’ve been living in a cave or an economics faculty for the past ten years, I’ll repeat it. Goods are not like people. Goods only move wherever they are needed. They don’t come laden with an attachment to a homeland or a social network. Your Bosch

Want greater diversity? Try being less fair

In its hasty dismissal of James Damore, Google showed a worrying disregard for one of the most important freedoms within a company — the freedom to ask: ‘What if we’re wrong?’ A business culture that can attract and accommodate people with complementary talents benefits everybody. So even if you don’t believe Damore’s theories (in which

Sutherland’s Law of Bad Maths

Imagine for a moment a parallel universe in which shops had mostly not yet been invented, and that all commerce took place online. This may seem like a fantastical notion, but it more or less describes rural America 100 years ago. In 1919 the catalogues produced by Sears, Roebuck & Company and Montgomery Ward were,

The right kind of dumbing down

Thanks to meteoric advances in computational power, it is now possible to take abundant data from a wide range of sources, and use statistical modelling to prove… um, whatever bullshit conclusion you hoped to prove in the first place. For all the excitement of the information age, we must remember that self-serving delusions like nothing

To buy cheap art, buy architecture

Of the 375,000 listed buildings in England only 2.5 per cent are Grade I. Half are churches; many are otherwise uninhabitable, such as Nelson’s Column or the Royal Opera House. There are perhaps only 2,500 Grade I listed buildings in England in which you can feasibly live: these include Buckingham Palace and the Sutherland gaff.

Why driverless showers are key to the housing crisis

Although it is commonly assumed that faster-than-sound passenger travel died with Concorde, this isn’t quite true: it overlooks the Caledonian Sleeper. With a few whiskies inside you, this is as close as you can get to teleportation. Yes, according to the timetable it takes about eight-and-a-half hours between Perth and London, but as you are

Universities should offer one-year courses

In every respect bar one, those bloody Corbyn-supporting students have a much tougher time of it than I did, what with my full grant and my tuition fees paid. But by God, learning stuff is easy nowadays. The young of today just cannot conceive what a chore it was to eke out enough material for

Don’t look for any merit in meritocracy

A few years ago, someone asked me how to fix social care costs for the elderly. One eventual idea of ours was that, at age 65, people could pledge to pay a higher level of inheritance tax as a form of insurance against social care costs. If, say, you pledged £20,000 of the value of

Why we need paper promises

When you get into a taxi, there’s usually a framed sheet of paper describing what you pay for your trip: the cost of every mile travelled at different times of day, and the price of waiting time. As digital screens become ever cheaper, it won’t be long before someone suggests that there is no need

The MBA idiocies that ruin everything

I rang a company’s call centre the other day, and the experience was exemplary: helpful, knowledgeable, charming. The firm was a client of ours, so I asked what they did to make their telephone operators so unbelievably good. ‘Um, to be perfectly honest, we probably overpay them.’ Their call centre was 20 miles from a

Fund a fisherman or finance a film

Crowdfunding is a promising idea, and has created useful products. The Canary home-security system I wrote about recently was funded in this way. One big problem remains, though: how do you reward your early backers if you become too successful? Many of the 9,522 people who provided $2.5 million to fund development of the Oculus

All hail the new taxi-card revolution

From October last year, it was compulsory for all London black cabs to accept payment by card. London cabbies aren’t always sunnily disposed towards Transport for London, but those I have spoken to since the move seem to welcome the ruling, and acknowledge that business has picked up since. There are, of course, plenty of