Rory Sutherland

Rory Sutherland

My Covid risk assessment

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

Why we should consider testing Covid on prisoners

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

The case for road rationing

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

Have big cities had their day?

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

Remote workers of the world, unite!

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).

The danger of following ‘the science’

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

Why our greatest inventors are supreme hucksters

People often tell me I have a strange way of looking at the world. Obviously, it doesn’t seem strange to me. But I do tend to see the world backwards. For instance, most people think the principal obstacles to economic and technological growth are all about supply. To me, it’s all in the demand. I

Why I won’t patent my brilliant idea

In the past 30 years, I have driven about 8,000 miles in France in right-hand-drive cars. And I would be lying if I denied that one or two of those miles hadn’t been driven on the left-hand side of the road. This scared the life out of me. One second’s inattention elevated my risk of

Saying yes slowly is what’s hampering progress today

One of my long-held beliefs is that evolutionary biology should be taught extensively in schools. There may be some objections from religious fundamentalists, but these are silly. Evolution does not tell you anything about whether or not God exists; it simply proves that, if he does exist, he really hates top-down central planning. In any

Rory Sutherland

Finally, we’re unboxing the teleporter

This week’s Wiki Man may read a bit oddly. You see, I haven’t ‘written’ it at all; I’ve dictated it into a kind of dictaphone (an Olympus LS-P4, at £130, needlessly expensive for the purpose, but that’s how I roll) and then uploaded the audio file to an online transcription service called otter.ai. The reason

With Rory Sutherland

45 min listen

Rory Sutherland is the vice-chairman of the renowned advertising firm, Ogilvy, and the Spectator’s ‘Wiki Man’ columnist. On the podcast, he talks to Lara and Olivia about everything and anything from the dreadful British food of the 70s, why he loves chain restaurants, and the best and worst kitchen gadgets. As well as his incredibly

Cars weren’t invented for transportation, but conversation

When I first heard Abba’s magnificent 1982 swansong ‘The Day Before You Came’, I’d never come across the Americanised use of the verb ‘make’, meaning ‘reach’. So the line ‘I must have made my desk around a quarter after nine’ baffled me. Given the Swedish obsession with self-assembly furniture, I even wondered whether Björn was

What should you charge for a virtual conference?

From time to time, every industry must adapt to some inconvenient technological advance. Suddenly, some part of what you offer can be reproduced or distributed in a new form. The temptation is to ignore the issue and hope it goes away. But if you don’t act, eventually some competitor, existing or new, surely will. Reinvention

The £39.99 gadget that will transform how you work at home

Hours of googling have left me unable to find the essay on domestic horticulture, written by a Victorian aristocrat, which contains the legendary sentence: ‘Any garden, of whatever size, should contain at least three acres of mature woodland.’ And though that seems a high bar to set, in times like this, millions of Brits have

The stupidity of the ‘spare bedroom’

The Tesla Model 3 is an astounding achievement, but one thing baffles me: why do electric cars lack even the most basic tea-making equipment? I can’t be the only Briton to wonder why you would travel around on top of a 75kwh, 360v lithium-ion battery without having the facility to plug in a kettle. Or

Did the behavioural scientists have a point?

For all the abuse heaped on the Behavioural Insights Team early in the crisis, let’s not forget that the only three immediate solutions proposed by the combined ranks of the scientific establishment were, um, behavioural. People were encouraged to wash their hands with soap for 20 seconds, to stay home where possible and to keep

Have you caught the remote-working bug?

One of the few benefits to emerge from this pandemic is that the world’s population has been given a crash course in complexity. If nothing else, many people may have learned why it makes sense to plot infection rates on a logarithmic scale, and a few may even have learned to use the word ‘exponentially’