Rory Sutherland

If you have used Oxford railway station recently, you may have noticed a strange electronic sign on the up platform displaying a ‘parking code’, a seemingly random three-digit number. I wondered about this and asked around. It seems that, when parking next to the station, you can either ‘pay and display’, in which case you

It takes a more ruthless person than me to walk past any of the defunct branches of Borders without feeling some pangs of conscience. I am sure the chain made some mistakes (it had a strange habit of opening vast, hangar-like stores in out-of-town retail parks such as Lakeside, places not generally known for their

Much as it pains me to use the Spectator’s pages to plug another publication, I can’t help being impressed by the Economist’s invention of a new kind of subscription service. Much as it pains me to use the Spectator’s pages to plug another publication, I can’t help being impressed by the Economist’s invention of a

I’m not frightened of flying. Or spiders. Nor, like one friend of mine, do I have a crippling fear of tomatoes. But I do suffer from mild koumpounophobia — the fear of buttons. I should add that, in my case, it is more a mild distaste than a full-blown phobia. While I wouldn’t care to

You know how it is. You’re driving down some remote B road in rural Britain and your petrol tank is running low. At last you stumble on some tiny petrol station selling some fabulously obscure brand of petrol such as Anglo or Burmah. When you pull in, the weirdest thing happens — a live human being

At an airport recently I saw a sign for the public telephones; it was a symbol showing a round telephone dial with a receiver across the top. Nothing odd about this, you may think — that is if, like me, you are over 40. If you are under 20, on the other hand, it may

One of David Cameron’s ideas which may have fallen victim to the recession is the proposal to measure Britain’s success by some means other than GDP. When first proposed, the idea was linked to the famous remark of the king of Bhutan, Jigme Singye Wangchuck, who had observed in the 1980s that ‘Gross National Happiness

I read Dennis Sewell’s article on the damaging influence of eugenics on the welfare state with interest and mostly agree with his views. I read Dennis Sewell’s article on the damaging influence of eugenics on the welfare state with interest and mostly agree with his views. Even in my most right-wing moments, I don’t want

Most debate about modern architecture revolves around aesthetics. This misses the point. I quite like the way many modern buildings look — what I hate is the way they work. Say what you like about traditional architecture, no one has ever approached the portico of the British Museum and asked, ‘Any idea where the entrance

Judging by my fellow passengers on trains or planes, I am in a minority in being more addicted to words than music. While perfectly fond of music, on long journeys I am slightly unnerved by the many people in headphones who can sit for three hours at a stretch staring vacantly into space. I could

Every time I am forced to listen to whingefests such as You and Yours, I wonder if it’s time to invent the mirror image of a consumer affairs programme — where Britain’s largest businesses get to expose the behaviour of their worst customers. Every time I am forced to listen to whingefests such as You

If the definition of a true communist is someone who would willingly live for a month in 1970s Poland, the definition of a true capitalist should be anyone who could spend a month in Las Vegas while reading nothing but Hammacher Schlemmer mail order catalogues. Even hardened materialists can find American consumerism a little much.

Imagine for a moment that every policeman in Britain were issued with two or three tracking devices, each the size of a small packet of chewing gum. Magnetically attached to a car, it would record the target’s every movement for 48 hours using its inbuilt GPS. When retrieved and plugged into a computer, it would

There is an experiment in behavioural economics which involves showing people some item — a mug or suchlike — and asking them what they might be prepared to pay for it. Some time later, you contrive to give them an identical mug for free. You then ask how much they want to hand their mug

It isn’t every day you hear the suggestion that British imperialism has ‘done more to alleviate poverty than all the world’s aid programmes in the last century’, and to hear such praise from the lips of an American is rarer still. All the more so when the American in question is an eminent economist called

Exhibit A in Rod Liddle’s case against Twitter two weeks ago was a painful (but hardly representative) post by Stephen Fry. Exhibit A in Rod Liddle’s case against Twitter two weeks ago was a painful (but hardly representative) post by Stephen Fry. Exhibit B was a quotation from a sceptical ‘youth’ report written by a

Henry Ford supposedly said, ‘If I had asked people what they wanted, they would have said a faster horse.’ This quotation is often used as an argument against relying on market research in the pursuit of innovation. Bill Gates voiced a similar thought to Ford’s when he suggested that ‘people don’t know how to want

I was all set to write a scathing piece about Lord Carter’s newly published Digital Britain report (http://tinyurl.com/ksp9t7) when, in a break with journalistic practice, I decided to read it first. In fact many of its proposals make sense. For instance I now accept the case for the controversial 50p-a-month tax on phone lines in

Whenever you make an optimistic prediction, you risk being wrong twice. First there is the risk that the prediction itself is wrong: 1,000 Concordes by 1973; flying cars; food in pill form. More often, though, it isn’t the prediction that’s wrong but the optimism that accompanies it. The commonest failing of techno- optimists is to