Rory Sutherland

If you ever want to drive online commenters insane, all you need do is write an article headlined ‘Why it’s often right to drive in the middle lane of the motorway’. Many people insist that there is a clear-cut rule. These motoring Prussians claim that, unless overtaking a slower vehicle, you must drive in the

Even though Christmas is over, I’ve been thinking about the season just gone. There is a tradition of complaining about its commercialisation, portraying Christmas as a grotesque manifestation of consumer excess. But it’s strange to use our seasonal extravagance to attack consumer culture. That’s almost diametrically wrong. What Christmas really shows is that consumer capitalism

I was recently shown an AI analysis of long-term trends in the public’s attitude to government. The AI had been designed to look at changing attitudes to brands, but its creator had been curious to see what it revealed if the brand in question was The State. It was remarkably insightful. ‘New behavioural data reveals

I once stood in a queue behind a Scotsman checking out of a hotel in Germany. After he had finished scrutinising his bill in agonising detail, he demanded that it be reprinted, this time removing the €1 discretionary charge which had been added in support of the local homeless. More recently some friends of my

As those of you familiar with this column will know, I am always eager to distinguish between an option and an obligation. For instance, a dinner party is usually more enjoyable than an indoor drinks party. Yet in one respect a drinks party wins out: the moment you accept an invitation to a dinner party,

A few years ago my employer, the advertising agency Ogilvy, introduced a recruitment scheme called ‘The Pipe’. It was a ‘non-graduate’ recruitment scheme, the name a pun on the smoking implement of choice of the company’s founder, David Ogilvy. Ogilvy himself was kicked out of Oxford in 1931, so this seemed doubly appropriate. The idea

One possible solution to the housing crisis is to convene a group of experts in property, housebuilding, planning and local government and then ask them for proposals to put an end to the appallingly slow rate of construction and development. Another possible solution to the housing crisis is to convene a group of experts who

A femtosecond, derived from the Danish word femte meaning ‘fifteen’, is a unit of time in the International System of Units equal to 10-15 or 1⁄1,000,000,000,000,000 of a second; in other words one quadrillionth, or one millionth of one billionth, of a second. A femtosecond is to a second as a second is to approximately

The path to electoral success at the next election is straightforward. Just follow what I call the Channel 5 strategy. Channel 5 is a rare success story in the world of free-to-air broadcasting, a feat attained by following a simple playbook: making programmes the public likes to watch, but which people working in television are

One of Dominic Cummings’s many insights in the run-up to the Brexit referendum was that ‘most people were both more right-wing and more left-wing than politicians ever realise’. Political obsessives naturally frame all questions – indeed shape their own identities – along a left-right spectrum, and so assume everyone else sees the world in similarly

YouTube has now overtaken ITV to become Britain’s second most watched media service, beaten only narrowly by the BBC. Hardly surprising. For many of us, YouTube has become the answer to more and more of life’s questions. True, you may never want to watch a film which explains how to unstick the filler cap on

Reading Careless People, an exposé of life within Facebook written by a Kiwi, it occurred to me that one potential advantage that the UK, Australia, Canada and New Zealand have over the US is we do not unthinkingly idolise the very rich. Americans sometimes find this confusing: it always irked transplanted American bankers in London

‘The Somebody Else’s Problem field can be run for years on a single torch battery. This is because it relies on people’s natural disposition not to see anything they don’t want to, weren’t expecting or can’t explain.’ The SEP, as I hope many of you remember, is a cloak of invisibility featured in Douglas Adams’s

In my last article, I introduced you to the ‘paceometer’, which shows how the relationship between an extra unit of speed and the consequent saving in journey time is anything but linear. For any given distance, the time saved by increasing your speed by an additional 10mph may be immense or almost irrelevant depending on

The device you see on this page is called a ‘paceometer’ and was devised by behavioural scientists Eyal Peer and Eyal Gamliel. It features in their scientific paper ‘Pace yourself: Improving time-saving judgments when increasing activity speed’. Study it carefully, because as many people have confirmed to me, it will ‘change the way you drive

For the past 25 years I have commuted to London from Otford, a delightful village outside Sevenoaks. I do this in adherence to Sutherland’s Law – not the excellent 1970s BBC series featuring Iain Cuthbertson, but a rule of my own devising which states that you should always travel from the smallest airport or railway