Rory Sutherland

Rory Sutherland

Plumbers always have the best restaurant recommendations

Whenever I use the security lane at an airport, I enjoy watching people retrieving their bags and metallic items when they emerge from the X-ray machine. You can quickly divide the population into two: a small minority of ‘logistically aware’ systems-thinkers and the logistically challenged majority. To anyone with a grasp of systems thinking, it

Why averages don’t add up

I recently learned from a doctor friend that salt isn’t necessarily bad for you. Yes, there is a minority whose blood pressure isdriven haywire by eating the stuff, but most people can consume it without much risk. The reason we are formally advised to avoid salt is that lowering salt consumption improves public health on

Why business is perfectly relaxed about Brexit

It’s difficult to go into the office nowadays, since most of my colleagues are so distraught by the prospect of a no-deal Brexit that they rarely speak. The finance department have painted European flags on their faces for solace, and spend the day staring blankly out of the window sobbing over a tear-stained picture of

Why no one ever moves back to London

In last week’s Spectator, Martin Vander Weyer replied to a couple with a baby who had sought his advice on accepting a low offer for their cramped London flat to buy a house in commuterland. Their fear was that, if Brexit led to a property crash, they could face negative equity. Should they call the

Looking for a new idea? Try borrowing an old one

Recently I suggested a new approach to commuter-train overcrowding. It simply involved reformulating the problem by accepting that not all overcrowding is equally bad: 100 people forced to stand 10 per cent of the time do not experience anything like the same irritation as ten people who have to stand 100 per cent of the

Is the future flexible?

Today we suffer disillusion, not because we are poorer than we were — on the contrary, even today we enjoy, in Great Britain at least, a higher standard of life than at any previous period — but because other values seem to have been sacrificed and because they seem to have been sacrificed unnecessarily, inasmuch

Rory Sutherland

Here’s a consumer tip, for what it’s worth

‘Suppose you bought a case of claret a few years ago for £20 a bottle. It now sells at auction for about £75. You have decided to drink a bottle. Which of the following best captures your feeling of the cost to you of drinking the bottle?   1. £0. I already paid for it.

Why governments should spend big on tech | 6 July 2019

I was talking to a large Silicon Valley video-conferencing firm the other day. ‘Just for interest,’ I asked, ‘what would it cost to provide your service to 65 million people?’ The reason I asked is simple. I don’t understand why it is fine for government to spend £60 billion on a railway or £20 billion

Why governments should spend big on tech

I was talking to a large Silicon Valley video-conferencing firm the other day. ‘Just for interest,’ I asked, ‘what would it cost to provide your service to 65 million people?’ The reason I asked is simple. I don’t understand why it is fine for government to spend £60 billion on a railway or £20 billion

Signs of the times

My first award for intelligent design this week goes to Dublin airport for displaying a sign which reads ‘Lounges. Turn back. No lounges beyond this point.’ It may seem like a trivial thing, but it takes a rare intelligence to think in this way. It’s one thing to put up a sign that says ‘Lounges,

It’s easy to sex up the business of paying tax | 9 June 2019

To fund the war against Napoleon in 1813, Princess Marianne of Prussia invented an ingenious tax-raising scheme. Wealthy Prussians were called on to hand their jewellery to the state; in exchange they were given iron replacements for the gold items they had donated. Stamped on the iron replicas were the words ‘Gold gab ich für

It’s easy to sex up the business of paying tax

To fund the war against Napoleon in 1813, Princess Marianne of Prussia invented an ingenious tax-raising scheme. Wealthy Prussians were called on to hand their jewellery to the state; in exchange they were given iron replacements for the gold items they had donated. Stamped on the iron replicas were the words ‘Gold gab ich für

Could my slogan have swayed the Brexit vote?

People sometimes ask what slogan could have swayed the Brexit vote: the opposite of the touchstone phrase ‘Take back control’. There are many suggestions, my own being: ‘Don’t leave — it’s what the French want us to do.’ No Europhile committee would ever have approved a jingoistic slogan, of course; yet the feelings of committed

The art of persuasion | 23 May 2019

People sometimes ask what slogan could have swayed the Brexit vote: the opposite of the touchstone phrase ‘Take back control’. There are many suggestions, my own being: ‘Don’t leave — it’s what the French want us to do.’ No Europhile committee would ever have approved a jingoistic slogan, of course; yet the feelings of committed

The reason Britain’s big infrastructure projects ‘fail’

In 2012 I finished a meeting in Berlin and headed to Tegel airport. Apparently mine was a historic flight, since the airport was to close that very week. Future flights would soon land at the wondrous new Berlin Brandenburg airport, which would be opening ‘within months’. Seven years later, planes still fly into Tegel. The