Rory Sutherland

Until the late 1960s, the advertising agency J. Walter Thompson ran something called a ‘copy test’. It was a series of questions designed to uncover people with the kind of perverse imaginative talent necessary to work in their creative department. One question, for instance, was ‘Describe, using no more than 50 words, a piece of

It was about a week ago, at 8 p.m., when our blackout happened. In the 1980s people would have headed for the bedroom or out to loot the local off-licence. In 2013, however, our first reaction was to check the battery health of our mobile phones. This relationship between sex, crime and consumer electronics may

I am still waiting for someone to refute my argument that it would be possible to reduce the journey time between London and Manchester or Birmingham for many rail passengers by between 20 and 40 minutes — and to improve effective capacity — at about 0.001 per cent of the cost of HS2. This would be done

Someone in New York told me this story. I admit that I didn’t believe it when I first heard it. But a little online research seems to confirm that it is true. It concerns a group of people who had bought early versions of the Tesla Model S, a $90,000 high-performance electric car much loved

‘Sorry, I’d love to go the pub this evening, but I have to go out. It’s my wife’s wedding anniversary.’ This Freudian slip was uttered by one of my colleagues a few years ago. It sprang into mind when I was casually browsing reviews of restaurants and hotels on TripAdvisor. I always head for the

From Edinburgh airport there are more than 45 flights a day to London. And, I imagine, the same number back. You can fly from Edinburgh to London Heathrow, -London Gatwick, London Luton, -London Stansted and London City — even to the optimistically named -London Southend. Glasgow offers a similar choice. I have often used these

I am surprised no more attention has been given to Martin Vander Weyer’s suggestion in The Spectator two weeks ago that a mansion tax should be levied on those buyers who pay no other UK tax. Why has it taken so long for anyone to raise this idea? Where tax paid against income should be

I’m off to Balcombe this weekend. In fact I might even carry a placard and paint my face with a clever pun, like ‘F*** off!’ or ‘Go f*** yourself.’ Because it’s time to add my voice in opposition to a greedy industry which threatens your ground-water, exudes greenhouse gases, leaches chemicals into the earth, destroys the beauty

Usually it is annoying when you have to board an aeroplane via a shuttle bus rather than an airbridge. The exception is when the plane is a 747. That’s because, with the single exception of Lincoln Cathedral, the Boeing 747-400 is the most beautiful thing ever conceived by the mind of man. Any chance to

Of all the strange behaviours of the rich, owning horses long struck me as the most bizarre. A horse, when you think about it, is a hopelessly unsuccessful attempt to combine a pet with a form of transportation. So whenever anyone mentioned that their daughter wanted a horse, I always recommended they bought a Range

Now that most taxi drivers use satnavs, should ‘the Knowledge’ be abolished? Shouldn’t we ditch the requirement that all London black cab drivers spend several years acquiring an insanely detailed knowledge of London before obtaining a badge? In cabbie folklore, the model for the Knowledge was first suggested by Prince Albert. True or not, there

Whenever I return to my old university, I am always struck by how incredibly focused, purposeful and studious everyone seems to be. It fills me with despair. It’s hard to tell the difference between a university and a business school nowadays. Where are all the hippies, the potheads and the commies? And why is everyone

An ardently left-wing friend of mine is travelling over from Thailand next week to look for a private school for his daughter. My email to him was short. It read ‘Charles Darwin 1, Karl Marx 0’. Nobody among the sharp-elbowed middle class ever allows his political convictions to override the pursuit of a good education

You will be scandalised by the suggestion, of course, especially those of you who spend several hours every week drinking it, reading about it or discussing it. But most wine is actually rubbish. I’ll let you off the hook if you drink wine only with food. But wine drunk on its own is often a

If I stand on the forecourt of Euston station tomorrow morning, I will be able to get to Manchester by high-speed train in 20 years, one hour and eight minutes. That’s only 19 years, 364 days and 23¾ hours longer than it took me last month. But at least we know that 17 June 2033,

In 1964 Harold Wilson was so afraid that a scheduled election-night broadcast of Steptoe & Son would cost him at least a dozen marginal seats that he successfully pressured the director-general of the BBC to postpone it. There are plenty of ways to manipulate an election, short of stuffing a ballot box. Another example is

‘Never play cards with a man called Doc. Never eat at a place called Mom’s. And never sleep with a woman whose -troubles are worse than your own.’ These were Nelson Algren’s Three Rules of Life. You may have noticed a few more ‘rules of life’ appearing recently. After years of our being advised to