Rory Sutherland

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

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

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

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

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

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 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

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

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’

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

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

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