Rory Sutherland

I was talking to a large Silicon Valley video-conferencing firm the other day. ‘Just for interest,’ I asked, ‘what would it cost to provide your service to 65 million people?’ The reason I asked is simple. I don’t understand why it is fine for government to spend £60 billion on a railway or £20 billion on an airport, but not, say, £300 million a year providing the whole country with first-rate video-calling technology. The argument for the UK seems especially compelling. An English-speaking country situated on the Greenwich meridian is likely to gain disproportionate business advantage from the widespread adoption of video--conferencing.

My first award for intelligent design this week goes to Dublin airport for displaying a sign which reads ‘Lounges. Turn back. No lounges beyond this point.’ It may seem like a trivial thing, but it takes a rare intelligence to think in this way. It’s one thing to put up a sign that says ‘Lounges, this way’. But it takes nous to think ‘yes, well and good, but what happens if people see the first sign but miss the second one?’ In all likelihood, they would end up walking 500 yards in the wrong direction, as I nearly did. Signage and wayfinding are mostly designed for people who never make mistakes. Should you misread your gate number at an airport, and end up at gate 92 instead of gate 29, you are doomed.

To fund the war against Napoleon in 1813, Princess Marianne of Prussia invented an ingenious tax-raising scheme. Wealthy Prussians were called on to hand their jewellery to the state; in exchange they were given iron replacements for the gold items they had donated. Stamped on the iron replicas were the words ‘Gold gab ich für Eisen’. The phrase has a double meaning, the iron referring to the iron of the replica, but also to the ‘iron’ your donation had bought as armaments. At Prussian balls thereafter, iron jewellery carried more status than gold. Gold merely proved your family was rich; iron proved you were not only rich but patriotic. Why does no one try such ideas today?

People sometimes ask what slogan could have swayed the Brexit vote: the opposite of the touchstone phrase ‘Take back control’. There are many suggestions, my own being: ‘Don’t leave — it’s what the French want us to do.’ No Europhile committee would ever have approved a jingoistic slogan, of course; yet the feelings of committed Europeans are irrelevant. Those people will vote Remain in any case. Instead you need to reach the ambivalent, sceptical or mildly hostile. This raises the central question about communication: do you want to feel good about yourself, or do you want to change the minds of others? The art of sloganeering can serve two powerful ends — persuasion or cementing tribal allegiance. Usually you can’t do both.

In 2012 I finished a meeting in Berlin and headed to Tegel airport. Apparently mine was a historic flight, since the airport was to close that very week. Future flights would soon land at the wondrous new Berlin Brandenburg airport, which would be opening ‘within months’. Seven years later, planes still fly into Tegel. The new airport may open in 2020 or 2021; no one knows. So far, the project has cost €9 billion, triple the original estimate. The roof is 100 per cent overweight. All the electrical wiring may need replacing. The escalators were too short, so end not at floor level but on an ersatz plinth. Underneath, empty trains run daily into a six-platform ghost station to stop the tracks from rusting.

I recently came across the Small Robot Company, a British agricultural robotics start-up. Their vision is that with smart, autonomous mini-tractors, the monoculture which has Mondrianised our landscape could be replaced by something more diverse. Farmers could plant multiple crops in the same fields, and practise new forms of rotation. Such an approach would also be sparing in its use of chemicals: rather than spraying fields indiscriminately, the robots would scuttle about like mechanical serfs, treating only areas that need it. Though a great-uncle was a world authority on Welsh Black Mountain sheep (he once gave a long and involved answer to a child’s joke question ‘Why do white sheep eat more than black sheep?

A once famous question posed to job-seekers at Microsoft was ‘Why are manhole covers round?’ The question was revealing not because there was a single right answer, but precisely because there wasn’t. It helped elicit whether the applicant was someone happy to supply one plausible answer or someone who looked beyond the obvious. At a simple level, manhole covers are round because manholes are round. But there are other reasons. A circular manhole cover cannot fall down the hole beneath; a square manhole, if aligned diagonally, could. Round manhole covers can also be moved easily by rolling and replaced in any orientation. They are probably stronger than square ones. And so on. Equally good is the question asked of economics students by Professor Robert Frank at Cornell.

A levels, from the perspective of a ‘choice architect’, are a disaster. While pupils are free to pick and mix freely among the humanities, science is implicitly presented as an all-or-nothing package deal. Any aspiring scientist must study at least three of the big four: mathematics, physics, chemistry and biology. People who want to keep their options open, or who are reluctant to drop, say, history, are forced at around the age of 15 to make a highly asymmetric choice: either bet the farm on science or abandon it entirely. Faced with this skewed option, too many do the latter. This means many otherwise intelligent people leave university with a rather poor understanding of science — not only of its strengths but its limitations.

I have a dim memory from 1970 of a primly dressed distant relative visiting in a Baby Austin. This, I later learned, was the anthropologist Beatrice Blackwood. I googled her 45 years later and was astonished to find she had spent several years in the 1920s and 1930s living alone among Stone Age tribes in New Guinea. Her pet kitten so enchanted the normally fierce Kukukuku that they even built her a temporary house. Aside from her travels, what also surprised me was how close-knit the world of anthropology then was. Just a few hundred people gave rise to debates which are still alive today. Nature vs nurture, for instance. Or IQ testing. Blackwood was a close friend of Hortense Powdermaker, who was later to write a fascinating study of Hollywood called Hollywood, the Dream Factory.

The Romans never invented the stirrup. It took 50 years after the invention of canned food for someone to invent the can opener. And we put a man on the moon before we put wheels on suitcases. This seems silly. But it is worth understanding each invention in context: often, a concatenation of other events has to occur before an invention can become widely adopted. The stirrup was of no use until the invention of the saddle-tree, which more evenly spread the rider’s weight across the horse’s back. The can opener had to wait for thinner cans: early tins were too hefty to submit to anything less than a chisel. In the case of wheeled luggage, the barrier may have been social acceptance.