Rory Sutherland

Of the 375,000 listed buildings in England only 2.5 per cent are Grade I. Half are churches; many are otherwise uninhabitable, such as Nelson’s Column or the Royal Opera House. There are perhaps only 2,500 Grade I listed buildings in England in which you can feasibly live: these include Buckingham Palace and the Sutherland gaff. Eighteen years ago, when we had twins and decided to move out of London, my wife discovered a four-bedroom apartment in the roof of a Robert Adam house a mile outside the M25. To our astonishment, it was barely more expensive than ordinary housing of similar size nearby. I recently asked my neighbour, an economist, what premium we pay for the house’s architectural quality. ‘Between 0 and 5 per cent,’ he estimated. What’s going on?

Although it is commonly assumed that faster-than-sound passenger travel died with Concorde, this isn’t quite true: it overlooks the Caledonian Sleeper. With a few whiskies inside you, this is as close as you can get to teleportation. Yes, according to the timetable it takes about eight-and-a-half hours between Perth and London, but as you are asleep for eight of them, this makes for a supersonic speed of 900 miles per conscious hour. Quite simply, if you are asleep, or otherwise productively or pleasurably engaged, travel time isn’t that important. And if you accept this principle, it becomes clear that Google and Tesla’s Elon Musk have missed an opportunity to really innovate with their ideas for self-driving cars.

In every respect bar one, those bloody Corbyn-supporting students have a much tougher time of it than I did, what with my full grant and my tuition fees paid. But by God, learning stuff is easy nowadays. The young of today just cannot conceive what a chore it was to eke out enough material for an essay in 1984. To find out anything took hours of mostly wasted effort in a library. If you imagine a world where every page of Wikipedia took half an hour to load, it should give you some idea of what it took to educate yourself back then. That’s why we were all drunk and on drugs: we needed to recover from a tiring week finding out the significant dates of the Delian Confederacy. So why, pray, do university courses still last three years? Can people not learn any faster now?

A few years ago, someone asked me how to fix social care costs for the elderly. One eventual idea of ours was that, at age 65, people could pledge to pay a higher level of inheritance tax as a form of insurance against social care costs. If, say, you pledged £20,000 of the value of your estate, you would receive an annuity worth perhaps £150,000 should you develop dementia or need long-term care. This, we thought, would be appealing enough to be made voluntary. The idea was designed to align with a known property of human psychology called Prospect Theory, which  shows that people much prefer a small, certain loss to a small chance of a larger loss. Put simply, people prefer a definite 80 per cent of something to risking a 7 per cent chance of getting nothing.

When you get into a taxi, there’s usually a framed sheet of paper describing what you pay for your trip: the cost of every mile travelled at different times of day, and the price of waiting time. As digital screens become ever cheaper, it won’t be long before someone suggests that there is no need to have these things any more. Instead a button will appear on the taxi’s new seatback touchscreen which will reveal the tariff when pressed. All very sensible, you may think. Except for this. The nature of a promise displayed on paper is subtly different to a promise displayed on a screen. Anything writ in liquid crystal should always be viewed with a little added suspicion. There is a reason why we use phrases such as ‘tablets of stone’ to refer to promises.

I rang a company’s call centre the other day, and the experience was exemplary: helpful, knowledgeable, charming. The firm was a client of ours, so I asked what they did to make their telephone operators so unbelievably good. ‘Um, to be perfectly honest, we probably overpay them.’ Their call centre was 20 miles from a large city. Staff didn’t have to travel for an hour each day to find reasonably paid work, so they stayed for decades and became highly proficient. Training and recruitment costs were negligible. And it wasn’t just me they impressed: customer satisfaction was astoundingly high. The staff weren’t really a ‘cost’ — they were a significant reason for the company’s success.

Crowdfunding is a promising idea, and has created useful products. The Canary home-security system I wrote about recently was funded in this way. One big problem remains, though: how do you reward your early backers if you become too successful? Many of the 9,522 people who provided $2.5 million to fund development of the Oculus Rift headset on Kickstarter were understandably miffed when the company was sold to Facebook for more than $2 billion, of which they received precisely nothing. (I know how this feels — when I was 17, I inherited £200 from a distant relative, the remains of some money his father had made selling the patent for the caterpillar track to a small Californian tractor company in 1907. The firm is now called Caterpillar.

From October last year, it was compulsory for all London black cabs to accept payment by card. London cabbies aren’t always sunnily disposed towards Transport for London, but those I have spoken to since the move seem to welcome the ruling, and acknowledge that business has picked up since. There are, of course, plenty of reasons why taxi drivers preferred cash. It’s quick and does not require equipment or entail the surcharges credit card payments do; it might also be a little more, ahem, tax-efficient. Never-theless, the case for cabs accepting card payments was compelling. Uber, for fair reasons and foul, was eating into their business. From New York, there was clear evidence that passengers tipped more when paying by card. And people carry less cash than they once did.

After landing at Gatwick, the plane taxied for five minutes or so and then came to a halt in the middle of an outlying patch of tarmac. I heard the engines wind down. ‘Oh shit!’ I thought to myself. ‘It’s going to be a bus.’ Until then, I had always felt short-changed and mildly resentful when forced to take a bus to the terminal rather than being offered a proper air bridge. Then the pilot made an announcement so psychologically astute that I wanted to offer him a job. ‘I’ve got some bad news and some good news,’ he said. ‘The bad news is that another aircraft is blocking our arrival gate, so it’ll have to be a bus.

I was exchanging emails with someone the other day and signed off with the sentence ‘let me know when you are next in London’ or words to that effect. It then occurred to me that I had absolutely no idea where in the world my correspondent lived. This interested me. Because it occurred to me that I could write the sentence ‘next time you are in London’ to more or less anyone in the world without it sounding ridiculous. Of how many other cities is that true? New York, certainly. But then it gets difficult. Paris or Singapore? Well, at a pinch. It wouldn’t work for Perpignan, say, or Bourton-on-the-Water.

When you buy a house in Britain, there is an extensive and well-established series of checks you must perform to ensure the property is suitable for habitation. When undertaking a survey, you should ensure that the boundaries of the property conform to those recorded at the Land Registry, and that the property does not lie on a flood plain or risk structural damage from coastal erosion or subsidence. Unfortunately, there seems to be no mechanism to protect householders from the worst possible eventuality — which is to find out that you have a lawyer living next door.

A few months ago I was stuck in traffic on my way to give a talk at the Royal College of General Practitioners. I thought of phoning the venue to warn them I’d be late, but decided they’d probably just tell me to call back at 8 a.m. the following morning. When did that whole thing start? It’s now routine for GPs’ surgeries to make you phone first thing, and to book appointments for that day only. In my view, it overlooks the Law of Unintended Consequences. While it might help the surgery meet some bureaucratic ‘responsivity target’, it may also have the unfortunate psychological side effect of encouraging unnecessary bookings. Let me explain this issue by describing the trajectory of most illnesses. Day 1. ‘Ooooh, I don’t feel very well.

I was at home enjoying an online episode of Tales of the Texas Rangers when my daughter interrupted me, wanting something on Amazon. Just to explain, Tales of the Texas Rangers was a 1950s NBC radio series featuring Joel McCrea as Ranger Jayce Pearson. There are 90 half-hour episodes available online. Once you tire of binge-listening to these, there are perhaps 200 more episodes of Dragnet and about 400 of Gunsmoke to choose from, the latter featuring the voice of William Conrad (detective Frank Cannon to anyone my age) as Marshal Matt Dillon. Yes, I realise it’s a bit weird using a fibre-optic broadband connection to listen to 1950s radio, but not half as strange as my daughter’s request. You see, she wanted me to buy her a record.

Something I have long noticed is how, the moment they leave office, many politicians suddenly undergo a strange transformation where, overnight, they become much funnier, more likeable and intelligent. Two years after he had failed in his presidential bid, Bob Dole appeared on British television to comment on the American mid-term elections. To my astonishment, he was one of the wittiest people I have ever seen, delivering a series of perceptive barbs with a snarky, very British sense of ironic humour. I asked an American friend why we never saw this side of him when he campaigned for the presidency: ‘Oh, you can’t do that kind of humour in the US — it makes you look cruel.’ I’m not sure he would say that now.

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 say that he was not grievously at fault. First of all, he was using the phone in his hand. This is a doubly dangerous thing to do. Since you cannot brake fully until you have both hands braced on the wheel, the act of unhanding your phone adds around a second to your reaction time; add to this the additional delay caused by divided attention and you are outside the margin of error for driving at speed.

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 super-rich. Yet last week I spoke to someone who had worked in a food-waste processing plant. She said their worst nightmare was when one of the supermarket chains offered two-for-one on pineapples; so many people would throw away their unwanted second pineapple that the extra acidity played havoc with the chemical workings of the plant. Because it’s Christmas, I thought it might be time to reflect on some good news.

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 handle email on the desktop computer the government provided. When the National Security Agency was unable to find a secure way of sending classified information via her BlackBerry, Hillary simply continued using it, along with the old email address and server she had used while out of office. She never had an @state.gov email address: you emailed hdr22@clinton-email.com.

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 think we can all agree, is a tragic loss to proctology. But it is also a remarkable lesson in how to play the media. Hillary had $2 billion to spend; what Trump miraculously found was that with each outburst of political Tourette’s, he got more airtime than her, and for free. So eager were the mainstream and social media to express their horrified disdain for his latest outrage that they were effectively donating to his campaign.

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 bag. Other people seem strangely eager to buy giant Toblerones.-Lufthansa once even asked scientists to investigate why in airport-lounges and on aircraft, people became far more disposed to drink tomato juice than anywhere else. Finally, and most baffling of all, who the hell buys luggage airside? Buying a suitcase before you go through security might make sense (perhaps your bag has burst on the way to the airport, or you decide you want to repack before you check in).