Rory Sutherland

I am writing with a mild pain in one arm, having received my first dose of the Oxford vaccine yesterday evening. Alongside the scientists, I must also applaud whoever had the wit to call this the ‘Oxford vaccine’, rather than simply naming it after a pharmaceutical company. I’ve never been asked to advise on the

I was once asked by a previous editor of the Times how to increase sales of the paper. I was slightly more circumspect, but the thrust of my argument was: ‘Don’t bother with all that news and opinion malarkey — just teach more people how to solve cryptic crosswords.’ My argument was simple. There are

The phrase ‘rich people’s problems’ has its uses. I once overheard a group in a Knightsbridge restaurant sympathising with a companion in tones fit for a bereavement or life-changing injury. ‘Oh, poor you!’ It turned out that their nanny had been ill for two days while they were in Zermatt, and that Farrow & Ball

A few Spectator readers may soon find themselves confined to quarantine hotels, so the magazine thought it timely to find someone familiar with hotel life to share their advice. Since Dominique Strauss-Kahn was somehow unavailable, they settled on me. Now the first question to ask is: how fancy a hotel should you choose? This is

In March last year, the world made an interesting discovery. We found that a high proportion of knowledge-work could be performed remotely. Significantly, this came as a surprise to everyone. It should be a source of mild shame that, for all their talk of innovation, very few companies or institutions had experimented with this possibility

Soon after the pandemic hit, the world’s airlines turned off their pricing algorithms and resumed pricing flights manually. Everything the software had learned from people’s past behaviour was suddenly rendered irrelevant. The software had been created for a world of discretionary travel where demand was elastic. If a plane seemed likely to leave half-empty, the

One of the staples of crime drama is the ‘cold-case squad’. This allows programme-makers to add period detail to the scenes set in the past, while the present-day scenes can show implausibly attractive forensic scientists hunting for clues in a creepy location such as a long-abandoned children’s home (an activity obviously best performed during the

Having grown up in a family business, my earliest exposure to corporate life was often baffling. I remember the first time I presented some work in a client’s office 30 years ago. He suggested some small edits, and asked that they be enacted before he presented the work to his superior, who was called Dave.

Ford’s Kumar Galhotra once remarked that carmaking is 100,000 rational decisions in search of one emotional decision. You spend five years and billions of dollars perfecting the drive train, the suspension and the onboard software only for people to choose a car based on the number of cupholders or the fact that the satnav is

In 1989 I answered my first mobile phone call on Oxford Street using a brick-sized Motorola borrowed from work. Several people shouted abuse at me from passing cars. Back then, it was also rare to make a mobile-to-mobile call. If you did, it was the main topic of conversation for the first few minutes: ‘Where

Classes of people at moderate risk from Covid-19. Addenda to current NHS guidelines. Those at risk from coronavirus now include people who: • Are 70 or older. • Have a lung condition that’s not severe (such as asthma, COPD, emphysema or bronchitis). • Have heart disease (such as heart failure). • Have diabetes. • Are

The Covid problem lies as much in the delayed action of the virus as in the virus itself. Since symptoms emerge only days after infection, testing often comes too late to reveal how transmission occurs, and often too late to prevent onward transmission, since many people may be most contagious before symptoms appear. This delay

Here’s the quandary. How in future can we make the kind of rapid advances we have made during the Covid crisis without waiting for a lethal pandemic — or worse — to force our hand? We have, after all, made exceptional non-medical discoveries in the past few months. By being forced to adapt simultaneously, we

About 15 years ago I noticed a few surviving chattel houses in Barbados and wondered what they were. As it turns out, they were an ingenious solution to an age-old problem. These tiny yet exquisite buildings, with barely room for a bed, chair and stove, owe their origins to the abolition of slavery. Though a

A few nights ago on Twitter, I quipped that I was planning to launch a trade union for remote workers. With dues of £10 a year, but membership of 200 million worldwide, I planned to become the Jimmy Hoffa of Zoom (my colleague Jamie McClellan, clearly a Microsoft fan, suggested we call ourselves the Teamsters).

I have decided to divorce my wife after 31 years on scientific grounds. Though perfectly happy, on reassessing my original decision to enter matrimony it has emerged that at no point was that choice subject to peer review, there was no randomised control trial, the experiment could not be replicated and the data-set on which