Rory Sutherland

Are you sitting comfortably and wearing your tinfoil hat? If so, open YouTube and watch a full-screen version of the Zapruder film, in particular the section after frame 215 where the presidential limousine passes behind the Stemmons Freeway sign. What you will see, partly obscured by the sign, is a man’s opened umbrella 30 feet from the presidential car when the first shot is fired. Yet it hadn’t rained in Dallas since early morning; Dealey Plaza was bathed in sunshine. As you can imagine, many conspiracy theories formed around ‘Umbrella Man’ — who also appears in still photographs of the scene.

Some time in the 1960s, a group of people in an advertising agency (among them Llewelyn Thomas, son of Dylan) found themselves debating the direction of causation in the purchase of electric drills. Their dispute revolved around one question: do men a) conceive a need for making a hole and therefore go and buy a drill or b) buy an electric drill in a shop because it looks cool and then wander around the house desperately looking for any excuse to make holes in things. (One joy of working in advertising is that you get paid to have the kind of conversations when sober which other people are only allowed to have when drunk or stoned.) Yet the question is not quite as silly as it sounds: your approach to selling drills would differ depending on which of these two theories is true.

‘J’ai failli attendre’ — ‘I almost had to wait’ — allegedly said by Louis XIV when his carriage drew up just a few seconds before he reached the bottom of the palace steps. Pathetic, I know, but I try to re-enact this moment with taxi booking apps: I watch the car approach on the map on my phone, then time my departure to emerge from the building exactly when the car pulls up at the kerb. It is a moment of synchronicity which delights the trivial mind — in the way many men enjoy timing the flushing of a lavatory so that the end of the flush coincides with the last moment of micturition. But there is now another reason to do this: to avoid keeping the driver waiting.

My children have a phrase called ‘fomo’ — which stands for ‘fear of missing out’. It is a constant, mildly paranoid anxiety, exacerbated by social media, that all your friends are having a much better time than you are. There is a related problem in government, I suspect, called FODM — or ‘fear of Daily Mail’. The effect of FODM is to limit the range of political discussion and opinion to a narrow range of predictable, non--controversial possibilities for fear anything more interesting might allow the media to manufacture a scandal. This is where, unexpectedly, I sympathise with Russell Brand. In fact it was from a Brand podcast that I first heard the phrase ‘Overton window’.

I had always attributed it to bad luck in the genetic lottery. I am three-eighths Welsh and a quarter Scottish, which is a rotten mixture: part Cavalier, part Roundhead. This means that every pleasurable experience I have in life is coloured by Calvinist guilt: in the remote likelihood that I were ever to find myself sitting in the grotto in the Playboy Mansion, my Welsh part would enjoy it while the Scottish part would be worrying about how much it cost to heat. But it seems this guilt problem is nothing to do with my ethnicity: no human brain is remotely monolithic, but a bundle of conflicting modules cobbled together over millions of years of evolution.

It’s taken years to work this out, but there is a subtle art to designing an airport lounge. 1) Install power sockets and add useful tables and comfortable chairs… 2) make sure these three items are never located in the same place. You can sit comfortably, use a laptop or even charge it — but do not attempt more than one of these at the same time. In this way, almost all the gains made in information technology are being eroded by the uselessness of furniture designers and the mean-spiritedness of the people who design public spaces.

About four years ago, an irate father in Minneapolis walked into his local Target shop with a complaint. He wanted to know why they were sending his daughter, who was still at school, vouchers for baby clothes and cots. Were they trying to encourage her to get pregnant? When they telephoned to apologise a few days later he was more diffident. His daughter had fessed up: a child was due in a few months. But if dad hadn’t spotted any telltale signs of pregnancy, the shop had: she’d been rumbled by her recent purchases, in particular unscented lotions and certain dietary supplements. Some algorithm had spotted the significance of a sudden change in her buying habits, and triggered the ‘bombard with new‑baby offers’ subroutine.

I never got beyond page 20 in Fifty Shades of Grey. No one got shot in the first chapter, and there were more than four characters, so I rapidly found the plot confusing. In any case, I am averse to physical pain in any form (if I were to engage in BDSM activities, my secret codeword would be ‘ouch’) so it wasn’t really my thing. But the book does leave us with one literary Everest still to be conquered: if someone can write a pornographic novel for women, is there a similar fortune to be made writing a sex-and-shopping book for men? So that’s my plan for retirement. To write a novel for blokes where graphic scenes of deviant sexual activity are interspersed with practical, time-saving trips to Argos and B&Q.

I stopped using London buses when some coward put doors on them. Twenty years ago, you could board any bus headed in the right direction and when it diverged from your intended route you’d jump off and board another. You didn’t need to understand bus routes at all. Now, when bus doors open only at specified stops, an absurd level of research is needed. It takes five minutes to work out where to wait and which route to take. Worse, buses use the dippy Paris Métro approach (Diréction Porte de Clignancourt) where only the final destination is on the front. This demands unrealistic knowledge of the outer suburbs. Where the hell is Clapton Pond? North? East?

Apart from the Wye Valley, where I grew up, there are only two places in Britain I’d consider living: Kent and Essex. Since Kent grabbed the ‘Garden of England’ moniker, it’s generally considered the posher of the two, but in reality the two counties are mirror images of each other: in the words of one travel writer, the Medway towns are ‘where you take your northern friends when they claim that southerners are soft’. In both places it is possible to drive through an idyllic medieval village and two miles later find yourself at a KFC drive-thru which is open until two in the morning (I like both). I now live near Sevenoaks — a town so rich that you reach it by exiting the M25 from the fast lane — but in time I’d like to move east.

It is a trick which often works on children. Do not tell them to eat vegetables; instead ask whether they want broccoli or spinach. Question such as ‘Red or white?’ or ‘Still or sparkling?’ are examples of placebo choice: a psychological hack which works rather like the placebo ‘door close’ buttons in lifts (which are usually not wired up to anything but exist to give impatient people the illusion of control). Such questions give the feeling of choice without offering much at all. The hack needs to be viewed with caution since it can subtly transmute ‘I prefer B to A’ into ‘I want B’. Watch out for canny estate agents who show you a slightly inferior house just before they show you the one they really want to sell.

My second favourite religious joke is an old Jewish joke (which I read in the Harvard Review, so I assume it has passed the political correctness test). Two Jews pass a church displaying a sign promising $1,000 to all new converts. After much debate, one of the men decides to take up the offer and enters the church. An hour passes, then another as the friend waits outside. Finally he comes out of the church and his friend eagerly asks, ‘So, did you get the money?’ The first man glares back and says, ‘Is that all you people think about?’ You could transfer this punchline to the Scottish independence debate.

This is an extract from this week's Spectator, available from Thursday. To subscribe, click here. I was waiting on an office forecourt recently puffing on an e-cigarette when a security guard came out. ‘You can’t smoke here,’ he shouted. ‘I’m not, actually,’ I replied. He went to consult his superior. A few minutes later he reappeared. ‘You can’t use e-cigarettes here either.’ ‘Why not?’ ‘Because you are projecting the image of smoking.’ ‘What, insouciance?’ ‘Go away.’ I did.

‘There’s a little bit of a fascist in all of us. For some, the tragedy of human want may provoke an impatient urge to expropriate and centralise economic resources. Others, alarmed at the world’s exploding population, may be attracted by calls for a programme of mass compulsory sterilisation. But for me it’s letter boxes and street numbering. I want order. I want consistency. I want standards. And I want eye-watering penalties for property owners who try their fellow Britons’ patience and waste our time by making their addresses impossible to find.’ You may remember reading this from Matthew Parris in last week’s Spectator. When delivering leaflets in Derbyshire, he was infuriated by the difficulty of matching houses to their address.

One inarguably good thing about electronic publishing is that it solves that old quandary about what books to pack for your holiday — you just take a tablet or Kindle and buy books on a whim. The downside, however, is that this old dilemma has been replaced by an entirely new one: what bits of electronic crap need you take on holiday and what should be left at home. One thing you will never see on these pages is a review of headphones. I have owned lots of these over the years, costing between £10 and £150. Unfortunately all of them are completely useless. This is because I am married.

What would happen, I wonder, were we to rescind the smoking ban as Nigel Farage wants? My guess is not much. Most restaurants would keep the existing rules. Some pubs might set aside a room for smokers. Casinos, comedy clubs and jazz clubs might revert to the status quo ante. But would we return to a time where people routinely smoked everywhere? Unlikely. People have had the chance to experience a new version of normal, and in large part they prefer it. You wouldn’t expect me to say this, but I think the legislation has to be considered good precisely because, even if it were abolished, much of the behaviour it created would stick. The same goes for seatbelt legislation.

Gandhi would test his resolve by sleeping between two naked virgins, an avenue not really open to me, as my wife is an Anglican vicar: though Anglicanism imposes almost no constraints on your behaviour or beliefs nowadays, it still frowns on sleeping with naked virgins, especially if they are of the opposite sex. So my equivalent of this exercise is to try to go into certain shops for half an hour and emerge without buying anything. Lakeland is an especially tough challenge here, but the real Matterhorn for me is an airport branch of Dixons.

But why did the food [in England] stay so bad after refrigerated ships, frozen foods and eventually air-freight deliveries of fresh fish and vegetables had become available? … The answer is surely that by the time it became possible for urban Britons to eat decently, they no longer knew the difference. [Since] your typical Englishman, circa, say, 1975, had never had a really good meal, he didn’t demand one. And because consumers didn’t demand good food, they didn’t get it. Even then there were surely some people who would have liked better, just not enough to provide a critical mass.