Rory Sutherland

Don’t know if you’ve noticed, but middle-class rules now require that every dinner party cheeseboard must contain at least two cheeses which aren’t very nice. Typically one will be a veiny French cheese which is not as good as Stilton; another may be that foreign thing with rind on it which isn’t nearly as good

I have worked in advertising for 28 years. In that time I have seen many briefs for communication campaigns, but none contained the line ‘It is important to insult the target audience, or at least treat them with barely disguised disdain.’ So I wonder whether the referendum result might have gone the other way had

If Geert Hofstede’s name is familiar to you, it might be from pop-science articles explaining a spate of Korean airliner crashes in the 1990s. A widely held theory placed some of the blame on the hierarchical nature of Korean culture; this made the junior pilot reluctant to mention any mistakes made by his superior. If

A few years ago I was asked to speak at a conference in New York. ‘Where would be the best place to stay?’ I asked my assistant. ‘Well, you’re booked into The Trump SoHo’, she said, careful to pronounce the capital H. ‘Are you completely deranged? Do I look like a man with a craving

Almost every popular commercial product owes its success to two different qualities. First, it does the job it is ostensibly designed to do pretty well. Secondly, it has some quality that you might call ‘limbic appeal’. It delights or soothes our unconscious mind in ways which defy objective measurement. Much as it delusionally believes that

We recently moved -offices from Canary Wharf to Blackfriars bridge. When you move after a long time in one place, you notice the surprising ways in which your behaviour is subliminally affected by your surroundings. On my second day in the new office, someone came from Victoria to meet me. After about 25 minutes of

I have always been intrigued by the scoring systems for different sports, and the degree to which they contribute to the enjoyment of any game. As a friend of mine remarked, had tennis been given the same scoring system as basketball it would be tedious to play, and even worse to watch. Once you glanced

When I was at school in the 1970s, some of the richer kids would come back from their summer holidays with jaw-dropping tales about the wondrous places they had visited. Chief among them, as I remember, was Schiphol airport. ‘It was amazing,’ they would say. ‘There were shops and restaurants and stuff,’ and you could

In many ways a satnav is a miraculous device. A network of US military satellites more than 10,000 miles above the surface of the Earth, each broadcasting a signal with little more power than a 100-watt light bulb, allows a device in your satnav or mobile phone to triangulate your location on the ground to

A first last week: a Google driverless car in autonomous mode was partly at fault in a collision, interestingly one involving a bus. The car was merging into a lane of faster-moving traffic to dodge a pile of sandbags in a collapsed drain and nudged in ahead of the bus on the assumption that its

What happens when 95 per cent of people like something, but 5 per cent of people prefer something else? You might think natural democracy would prevail: that the 5 per cent would acquiesce and go along with the taste of the majority. Not necessarily. In many cultural settings, it is common for a small, intransigent minority to beat

There was a big fuss a year or so ago about a book by a French chap called Piketty about wealth inequality. He suggested capitalism, aside from an anomalous period between 1930 and 1979, inexorably concentrated wealth at the top. One interesting defence of inequality is that the rich, by adopting technologies early, redistribute far

I am one of those annoying, mildly claustrophobic people who sit at the end of a row in cinemas. There are plenty of things in life — films, plays, social events — which I can only fully enjoy knowing I can make a sharp exit at any time. It’s not that I leave: I just

A few months ago I received a call from someone running a small private school near New York. They believed their school was objectively better than a larger, more famous establishment nearby, but had more difficulty attracting pupils. What should they do? This is not easy. You see, however skilled your teachers are, what really

McDonald’s got rid of cutlery. Uber does not allow you to pre-book taxis. Amazon began by selling only books. Conventional logic would suggest that successful innovations are best when they allow you to do lots of things. Actually, if you want your innovation to change behaviour, it is often best to launch an innovation which

Adam Smith’s theory on the division of labour first appeared in 1776 in The Wealth of Nations. The idea was later revived by The Coasters in their early 1960s B-side ‘My Baby Comes to Me’. Well, she go to see the baker when she wants some cake She go to see the butcher when she

Despite my opposition to High Speed 2, I am quite a big fan of HS1, the line which runs from St Pancras to Ebbsfleet, Ashford and on to other towns in north and east Kent. I also think HS3 — a proposed line linking the cities of t’Northern Powerhouse — is a good idea. Why

In December the controversial satellite TV channel ReallyTV launches its Christmas season with a flagship reality show called From Homs to Hamburg. A dozen refugees, accompanied by their families, will be given a budget of $500 and two-days’ water in a race to cross the German border using any form of transport. The prize for the

A fascinating newcomer on the British high street is the vape shop. These were perfectly described by my friend Paul Craven as ‘like a cross between an Apple Store and an Elizabethan apoth-ecary’. In the splendid All About da Vape in Deal, there is a glass cabinet full of new, hi-tech ‘mods’, ‘tanks’ and ‘coils’,