Rory Sutherland

Rory Sutherland is vice-chairman of Ogilvy Group UK. He writes The Spectator's Wiki Man column.

A lesson in decision-making from the world’s worst road sign

28 March 2015 9:00 am

Driving from Dover on the M20 a year ago I missed the turning for the M25. A month later I…

How to make Ukip supporters love green policies

14 March 2015 9:00 am

Few people know this, but hidden within the FedEx logo, between the E and the x, there is a small…

Want more diversity? Hire groups, not individuals

28 February 2015 9:00 am

If I were to give you a budget to choose your perfect house, you would quickly have a clear idea…

From Umbrella Man to the Coughing Major, the truth is often very strange

14 February 2015 9:00 am

Are you sitting comfortably and wearing your tinfoil hat? If so, open YouTube and watch a full-screen version of the…

How consumer habits are subject to the law of unintended consequences

31 January 2015 9:00 am

Some time in the 1960s, a group of people in an advertising agency (among them Llewelyn Thomas, son of Dylan)…

The joys and sorrows of two-way ratings systems

17 January 2015 9:00 am

‘J’ai failli attendre’ — ‘I almost had to wait’ — allegedly said by Louis XIV when his carriage drew up just a…

Let’s appoint a Ministry of Scandalous Ideas

3 January 2015 9:00 am

My children have a phrase called ‘fomo’ — which stands for ‘fear of missing out’. It is a constant, mildly…

How to pick the perfect present

13 December 2014 9:00 am

I had always attributed it to bad luck in the genetic lottery. I am three-eighths Welsh and a quarter Scottish,…

Have the people who design trains and airports noticed that laptops exist?

6 December 2014 9:00 am

It’s taken years to work this out, but there is a subtle art to designing an airport lounge. 1) Install…

Why does Amazon think my friend is a kidnapper?

22 November 2014 9:00 am

About four years ago, an irate father in Minneapolis walked into his local Target shop with a complaint. He wanted…

S&M&B&Q: Why aren’t there sex-and-shopping novels for men?

8 November 2014 9:00 am

I never got beyond page 20 in Fifty Shades of Grey. No one got shot in the first chapter, and…

The best navigation idea I’ve seen since the Tube map

25 October 2014 9:00 am

I stopped using London buses when some coward put doors on them. Twenty years ago, you could board any bus…

Why everywhere should be more like Essex

11 October 2014 9:00 am

Apart from the Wye Valley, where I grew up, there are only two places in Britain I’d consider living: Kent…

Red or white… or nothing

Was the phrasing of the Scottish referendum question designed to create division?

27 September 2014 8:00 am

It is a trick which often works on children. Do not tell them to eat vegetables; instead ask whether they…

Why is nationalism OK when prefixed by the word ‘Scottish’ but not ‘British?’

13 September 2014 9:00 am

My second favourite religious joke is an old Jewish joke (which I read in the Harvard Review, so I assume…

Why don’t more non-smokers try e-cigarettes?

30 August 2014 9:00 am

I was waiting on an office forecourt recently puffing on an e-cigarette when a security guard came out. ‘You can’t…

How oneupmanship wrecks things for everyone

16 August 2014 9:00 am

‘There’s a little bit of a fascist in all of us. For some, the tragedy of human want may provoke…

Four gadgets to take on holiday — and two to leave behind

2 August 2014 9:00 am

One inarguably good thing about electronic publishing is that it solves that old quandary about what books to pack for…

Why we’ll never go back to smoking indoors

19 July 2014 9:00 am

What would happen, I wonder, were we to rescind the smoking ban as Nigel Farage wants? My guess is not…

Adam Smith is the father of more than one sort of economics

5 July 2014 9:00 am

Gandhi would test his resolve by sleeping between two naked virgins, an avenue not really open to me, as my…

The six things that'll change when I rule the world

21 June 2014 8:00 am

But why did the food [in England] stay so bad after refrigerated ships, frozen foods and eventually air-freight deliveries of…

How user-friendly is your house?

7 June 2014 9:00 am

Old Glaswegian joke: ‘Put your hat and coat on, lassie, I’m off to the pub.’ ‘That’s nice — are you…

This strategy won Eurovision. It could also save your life

24 May 2014 9:00 am

Oskar Morgenstern grew up in Vienna, John von Neumann in Budapest. Clearly the same Austro-Hungarian intellectual spirit which gave rise…

Why I no longer want to live in America

10 May 2014 9:00 am

A few years ago I would have quite liked to live in America. I’m not sure now. For one thing,…

What do you get if you cross a suitcase with rollerblades?

26 April 2014 9:00 am

A 14-year-old at an American school recently caused a stir when he claimed that the US government could save over…