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Rory Sutherland

Rory Sutherland is vice-chairman of Ogilvy Group UK. He writes The Spectator's Wiki Man column.

Looking for a new idea? Try borrowing an old one

Rory Sutherland 17 August 2019 9:00 am

Recently I suggested a new approach to commuter-train overcrowding. It simply involved reformulating the problem by accepting that not all…

Is the future of work flexible?

Rory Sutherland 3 August 2019 9:00 am

Today we suffer disillusion, not because we are poorer than we were — on the contrary, even today we enjoy,…

Why extravagant things don’t have to feel expensive

Rory Sutherland 20 July 2019 9:00 am

‘Suppose you bought a case of claret a few years ago for £20 a bottle. It now sells at auction…

Why governments should spend big on tech

Rory Sutherland 6 July 2019 9:00 am

I was talking to a large Silicon Valley video-conferencing firm the other day. ‘Just for interest,’ I asked, ‘what would…

The service station problem: it's becoming impossible to correct a mistake

Rory Sutherland 22 June 2019 9:00 am

My first award for intelligent design this week goes to Dublin airport for displaying a sign which reads ‘Lounges. Turn…

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

Rory Sutherland 8 June 2019 8:00 am

To fund the war against Napoleon in 1813, Princess Marianne of Prussia invented an ingenious tax-raising scheme. Wealthy Prussians were…

Could my slogan have swayed the Brexit vote?

Rory Sutherland 25 May 2019 9:00 am

People sometimes ask what slogan could have swayed the Brexit vote: the opposite of the touchstone phrase ‘Take back control’.…

Why don’t we see more big infrastructure projects?

Rory Sutherland 11 May 2019 9:00 am

In 2012 I finished a meeting in Berlin and headed to Tegel airport. Apparently mine was a historic flight, since…

In defence of inaction: why it’s usually best to do nothing

Rory Sutherland 27 April 2019 9:00 am

I recently came across the Small Robot Company, a British agricultural robotics start-up. Their vision is that with smart, autonomous…

Slow road marking on a country road

The consequences of the new EU car speed limit

Rory Sutherland 13 April 2019 9:00 am

A once famous question posed to job-seekers at Microsoft was ‘Why are manhole covers round?’ The question was revealing not…

The uncountable problems with innumerate Brits

Rory Sutherland 30 March 2019 9:00 am

A levels, from the perspective of a ‘choice architect’, are a disaster. While pupils are free to pick and mix…

Are IQ tests really the best way to measure nature vs nurture?

Rory Sutherland 14 March 2019 9:00 am

I have a dim memory from 1970 of a primly dressed distant relative visiting in a Baby Austin. This, I…

We put a man on the moon before wheels on suitcases. What else are we missing?

Rory Sutherland 2 March 2019 9:00 am

The Romans never invented the stirrup. It took 50 years after the invention of canned food for someone to invent…

Video-conferencing could revolutionise how we work – so why have we failed to invest in it properly? [GETTY IMAGES]

We don’t need more technology, we need better technology

Rory Sutherland 16 February 2019 9:00 am

I’d like to propose a new scientific institution: the IUT, or Institute of Underrated Technology. Rather than trying to invent…

Why HS2 doesn’t stand up to the test of time

Rory Sutherland 2 February 2019 9:00 am

In past years, I have been a critic of HS2. I might now change my mind. One simple tweak might…

Modern Corporate Glass Building

The TWaT revolution: office on Tuesday, Wednesday and Thursday only

Rory Sutherland 19 January 2019 9:00 am

I recently saw a series of photographs depicting a rural home in China. Pride of place in a grimly furnished…

A principled argument for a hard Brexit

Rory Sutherland 5 January 2019 9:00 am

It has become commonplace for news reports to refer to almost any civic unrest, or even unusual patterns of voting,…

The most underpriced Christmas gift you can buy

Rory Sutherland 15 December 2018 9:00 am

During the second Gulf war, simply out of curiosity, I found myself visiting the website of a giant American mercenary…

Technology wastes as much time as it saves

Rory Sutherland 8 December 2018 9:00 am

I have just spent a weekend planning a family trip to Chennai and Hyderabad. Since some of the flights are…

Trump may have a point about fake news

Rory Sutherland 24 November 2018 9:00 am

In recent years, much scrutiny has been paid to the workings of social media algorithms. Driven by escalating competition for…

Sending more people to uni isn’t the answer

Rory Sutherland 10 November 2018 9:00 am

Imagine a world where employers judged applicants solely on their dress. Anyone in frayed clothes or scuffed shoes would never…

John McDonnell’s right – the four-day week could work

Rory Sutherland 27 October 2018 9:00 am

Most people were scandalised by John McDonnell’s proposal to promote a four-day working week. But before we get incensed about…

A non-stop flight to Perth showed me that better beats bigger

Rory Sutherland 13 October 2018 9:00 am

A few weeks ago I flew to Sydney to speak at a conference. The first leg was on the new…

Markets are clever precisely because people are silly

Rory Sutherland 29 September 2018 9:00 am

A month ago I wanted to travel to Bath for a 60th birthday party. From Kent, this either involves a…

Silicon Valley’s weird ideas on how to improve human life

Rory Sutherland 15 September 2018 9:00 am

Which is more diverse: London or Devon? That’s not a trick question. London is much more diverse than Devon. But…

1 2 3 4 5 … 13 »

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