Rory Sutherland

If you were to ask which single business concept deserves to be more widely known, I would be hard-pressed to find a better answer than the Kano model. Developed in the 1980s by Dr Noriaki Kano at the Tokyo University of Science, it is not only self-evidently true, it also provides a simple framework to

A few years ago I wrote here about the unexpected symbiosis between economy passengers and business travellers on commercial flights. Largely unnoticed by people in either cabin, those buying each class of air ticket are unintentionally helping out their fellow travellers at the other end of the plane. Precisely because the two classes of passenger

I’m rather fond of the many service stations on the M4, since I am convinced they are all named after Jane Austen characters who never made it into the final drafts of the novels. But as an alternative, west of Lord Chieveley and Lady Membury and just east of Sir Leigh Delamere, you can try

In 2015, Holborn Underground station was suffering from serious overcrowding at peak hours, with a bottleneck forming in the space leading to the escalators. So Transport for London tried an experiment. Abandoning the usual ‘stand on the right, walk on the left’ convention, they placed signs on two of the three ascending escalators instructing people

Having returned from a fortnight’s break, I wonder if we get holidays all wrong. In northern Europe, the custom is that you head south to spend time on the beach. But equally, there is such a thing as too damned hot, especially if, like me, you have a healthy dose of Celtic ancestry. To avoid

Some years ago, an Australian neurologist was in the habit of walking barefoot across his lawn. This being Australia, the lawn was slightly prickly, and the experience was painful but not intolerable; until one day, when one of the pricks in his heel was more pronounced than usual. He had been bitten by a snake

The Conservative party leadership contest is a milestone for diversity and inclusion. This time, we get to choose between someone who studied philosophy, politics and economics at Lincoln College, Oxford and someone who studied philosophy, politics and economics at Merton College, Oxford. I can barely contain my excitement. I find the very idea of an

Hello, and welcome to episode one of What’s in My Frunk?, the first in an occasional Spectator series of news and advice for the electronic motorist. In this edition we’ll be discussing one of the unexpected benefits of owning an electric car. The space under the bonnet vacated by the engine often provides a small

In the 1980s, the great advertising writer John Webster described the following paradox. As he saw it, the dream of everyone in advertising was to work hard for many years, ultimately winning enough accounts and awards to retire to a French farmhouse where they could wake to the smell of fresh bread and black coffee,

The Department for Transport recently ended a £1,500 subsidy towards the price of new, lower-priced electric cars one year earlier than planned. To their credit, there are better ways to promote electric-car use – for instance by encouraging the installation of public charging stations. As it is, the spread of rapid-charging stations in the UK

‘It is vital that we see a return to face-to-face meetings to foster the dynamic collaboration that creates breakthrough ideas.’ All true, I’m sure. But what you’re describing here isn’t an office: it’s a pub. The same goes for ‘team-bonding’. Placing a lot of people in an open-plan office doesn’t really form a close-knit team

My driveway now lies in the middle of an ‘Average Speed Check Zone’. It’s a wonderful arrangement – for me – since the slower traffic makes it easier to pull into the road. Yet I am still free to drive through the village like Fangio since average speed check cameras do not record your speed,

Much of the current antipathy towards the car derives from the excessive influence Londoners exert over national debates. London is an outlier in being one of the very few places where you can avoid owning a car, and where cycling or public transport is faster than driving. Indeed a car is less useful in the

According to Pliny the Elder, Scipio Aemilianus was the first man to shave daily. The origin of the name Boeing is Welsh. The family emigrated to the US from Germany, where they were called Böing, but this was a Germanisation of the Welsh patronymic ab Owen. In Pembrokeshire there is a Church of St Elvis.

In evolutionary terms, it is obvious why we get more conservative with age. Two strong forces, acting in the same direction, lead us not to bet on rank outsiders when we’re nearing the last race of the day. First, older people have more experience to draw on when making decisions: if you already know what

I spend quite a lot of time attacking what I call ‘motorway service station’ path design. More attentive readers of The Spectator may remember this from 2019: ‘You are tooling down a motorway at 75mph and decide to stop for a break… Once off the slip road you face a barrage of signs: Food Court/Fuel/Lorries/Caravans/Coaches/Travelodge/Costa