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.
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Rory Sutherland is vice-chairman of Ogilvy Group UK.
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