Rory Sutherland Rory Sutherland

From A to B, differently

The benefits of forced experimentation quickly outweigh the temporary costs

Afamily member is thinking of moving and asked for commuting advice.

Well, first add 25 per cent to any journey time estimate containing the phrase ‘door to door’. When commuters cite journey time to work, the journey they have in mind is one which happens with the frequency of a solar eclipse: when every traffic light is miraculously green and the train draws in just as you reach the platform.

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