Rory Sutherland Rory Sutherland

Tea and honesty

Social instincts honed in earlier times still have a huge, irrational pull on how we do business

We recently moved -offices from Canary Wharf to Blackfriars bridge. When you move after a long time in one place, you notice the surprising ways in which your behaviour is subliminally affected by your surroundings.

On my second day in the new office, someone came from Victoria to meet me. After about 25 minutes of useful conversation, I thanked them and they left. Something about the encounter seemed strange; I suddenly realised that, back in the old office, I’d never had such brief meetings. Instinctively it felt discourteous to give anyone who had made the longer trip to Canary Wharf any less than 45 minutes of your time.

This sense of obligation was unconscious. In some ways, something similar seems to apply to phone calls. If someone telephones from the US, you would feel rude not chatting for 15 minutes; with a call from a few miles away you can make do with a minute or two. It’s one of many possible examples where an instinct or cultural practice (in this case, the sensible principle that hospitality should rise in proportion to distance travelled) makes sense in one setting but doesn’t adapt to technology — just as people kept on tapping the end of a new cigarette on the table long after the introduction of the filter.

Perhaps that is why the adoption of video-conferencing is so slow? If you fly to meet someone, the expense and effort incurred both prove your devotion and create an assumed obligation in the mind of the person you are travelling to see — the 21st–century -equivalent of making a pilgrimage on your knees to honour a saint. Is video-conferencing so easy and inexpensive that it’s seen as cheating? Somehow we can’t help but assume the importance of a message is proportional to the cost of delivering it.

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