Rory Sutherland

Rory Sutherland

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

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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’

Croquet is the perfect sport for social distancing

In Mr Alton’s absence, I thought readers might want a column about sport. The problem is that I’m largely indifferent to most sports. But I will berate the All England Club for cancelling the Wimbledon Championship. Fair enough, I can see that tennis might be a problem what with all the loud, virus-spreading grunting, but

Is this the end of commuting?

The brother of a friend in Durban was once given a generous donation by a wealthy aunt. ‘I hate to see you just hanging around indoors all day. Buy an old Land Rover. Go and see the real Africa.’ The brother took the money but bought an enormous television instead. When my friend visited, he

What bees can teach us about efficiency

The newspapers are full of stories about how small groups of engineers from Formula 1 teams have been able to design, prototype and manufacture essential health equipment incredibly quickly. So why aren’t organisations allowed to perform such super-human feats of brilliance the rest of the time? Or to put it another way, why is it

Rory Sutherland

Ad infinitum: 200 years of Spectator adverts show how little changes

A conventional hierarchy of print media would put serious journalism at the top. Far beneath that would be tabloid journalism. And then at the very bottom would be advertising. Except, in one respect, I think that order should be reversed. Yesterday’s advertising is much more interesting than yesterday’s serious journalism. I suspect this is because

The keys to ending lockdown – introverts and brown M&M’s

Once we’ve flattened the curve of infection with mass self-isolation, the next debate will concern how to soften the restrictions on movement and work without causing a second wave of the pandemic. Behavioural science, abused as it has been to date, may be useful in formulating the new rules for social behaviour. That’s because it

My Japanese toilet has made me a lockdown hero

Compared with every other household chore, progress in bum-wiping has been glacially slow. It’s only in living memory that schools and institutions stopped using something called Izal, a box of medicated toilet wipes similar in texture to greaseproof paper, and thus spectacularly ill-suited to its purpose. It was characteristic of the Britain of my childhood,