Rory Sutherland

Controversial I know, but I feel a little sympathy for Tomasz Kroker, the lorry driver jailed for ten years for causing death by dangerous driving; distracted by his mobile phone, he killed four members of the same family on the A34 by failing to notice that the traffic ahead had stopped. I don’t mean to

The traditional orange at the bottom of a Christmas stocking dates to a time when this was the only orange a child might receive all year. Earlier, in the 17th century, a single pineapple might cost the equivalent of £5,000 today; like pepper in the Middle Ages, pineapple ownership was confined to royalty and the

Do any of us honestly have any idea how serious the Hillary Clinton email scandal was? I haven’t got a clue. Her actions could have been a neglectful oversight or a heinous criminal act. We don’t know. Clinton was an avid BlackBerry user and, on becoming secretary of state, claimed she didn’t know how to

There are only three infallible rules in advertising. Be distinctive. Make a lot of noise. And try to feature a cute animal somewhere. Had Donald Trump followed my advice and bought a springer spaniel he would have won California. For a man with such tiny hands to be elected to the world’s highest office, I

One fairly reliable rule of thumb is ‘never buy anything at an airport if you can help it’. Something about the peculiar atmosphere of airports makes people act in strange ways. I used to find myself buying plug adapters simply because they were a slightly different colour from the ones I already had in my

Perhaps you are slightly concerned about your son. At present he is sitting in the crawlspace beneath your home wearing a clown costume, gleefully pulling the legs from crane flies and waiting for the cover of darkness so he can set light to your neighbours’ sheds. Well, no need to worry. You see, 50 years

We already drive on the left, give road distances in miles and drink pints. So one good feature of Brexit is that Britain will be able to develop a whole series of exciting new idiosyncrasies to annoy continental Europeans. For instance, I am planning to bring a private petition to Parliament demanding that Britain formally

Two books to recommend to my fellow transportation nerds: Travel Fast or Smart? A Manifesto for an Intelligent Transport Policy by David Metz, formerly chief boffin at the Department for Transport; and Are Trams Socialist? Why Britain Has No Transport Policy by Christian Wolmar. The first is excellent throughout, the second is excellent right up

There exists in such a case a certain institution or law; let us say, for the sake of simplicity, a fence or gate erected across a road. The more modern type of reformer goes gaily up to it and says, ‘I don’t see the use of this; let us clear it away.’ To which the

Back in the 1980s a colleague of mine was paranoid about being burgled. Before he went away on a two-week holiday, he bought the most expensive telephone answering-machine he could find and installed it in plain view on his hall table. Each morning he phoned it from Spain and hung up once he heard the

In a one-day international against Australia last year, Ben Stokes was dismissed for ‘obstructing the field’, a rule rarely invoked in-cricket. The bowler had thrown the ball towards the wicket (and hence near Stokes’s head) in an attempt to run him out. Stokes raised his hand and deflected the ball. After some discussion between the

Last year, those rationalist killjoys at the Australian Competition and Consumer Commission prosecuted Reckitt Benckiser over four products: Nurofen Migraine Pain, Nurofen Tension Headache, Nurofen Period Pain and Nurofen Back Pain. Their gripe was that ‘each product claimed to target a specific pain, when in fact it was found that they all contained the same

Don’t know if you’ve noticed, but middle-class rules now require that every dinner party cheeseboard must contain at least two cheeses which aren’t very nice. Typically one will be a veiny French cheese which is not as good as Stilton; another may be that foreign thing with rind on it which isn’t nearly as good

I have worked in advertising for 28 years. In that time I have seen many briefs for communication campaigns, but none contained the line ‘It is important to insult the target audience, or at least treat them with barely disguised disdain.’ So I wonder whether the referendum result might have gone the other way had

If Geert Hofstede’s name is familiar to you, it might be from pop-science articles explaining a spate of Korean airliner crashes in the 1990s. A widely held theory placed some of the blame on the hierarchical nature of Korean culture; this made the junior pilot reluctant to mention any mistakes made by his superior. If

A few years ago I was asked to speak at a conference in New York. ‘Where would be the best place to stay?’ I asked my assistant. ‘Well, you’re booked into The Trump SoHo’, she said, careful to pronounce the capital H. ‘Are you completely deranged? Do I look like a man with a craving

Almost every popular commercial product owes its success to two different qualities. First, it does the job it is ostensibly designed to do pretty well. Secondly, it has some quality that you might call ‘limbic appeal’. It delights or soothes our unconscious mind in ways which defy objective measurement. Much as it delusionally believes that