Rory Sutherland

There's a massive queue for passport control. There are people in front of me in the queue. I'm paranoid. I turn up at airports like three hours early. I'm totally paranoid like that. Other people, these people had left it a bit late. Their flight was leaving in 40 minutes. The queue was about 20 minutes long. I was pretty sympathetic.

There's a massive queue for passport control. There are people in front of me in the queue. I'm paranoid. I turn up at airports like three hours early. I'm totally paranoid like that. Other people, these people had left it a bit late. Their flight was leaving in 40 minutes. The queue was about 20 minutes long. I was pretty sympathetic.

Now, what you could do is you could simply have, in the end, someone spotted them and let them through. It was quite intelligent. But you could have a system where you pay 20 quid, you jump the queue. Most people find that repugnant, but also they see that as the airport effectively profiting from their own incompetence.

Now, what you could do is you could simply have, in the end, someone spotted them and let them through. It was quite intelligent. But you could have a system where you pay 20 quid, you jump the queue. Most people find that repugnant, but also they see that as the airport effectively profiting from their own incompetence.

Now, what you could do is you could simply have, in the end, someone spotted them and let them through. It was quite intelligent. But you could have a system where you pay 20 quid, you jump the queue. Most people find that repugnant, but also they see that as the airport effectively profiting from their own incompetence.

Okay, which is you're probably deliberately creating a long queue so you can maximize revenue from queue jumping. If you had certain things where you paid but the money went to charity… That is an interesting thing because it still identifies willingness to pay. In other words, you're clearly desperate to catch your flight. It removes the incentive for fuckery.

Okay, which is you're probably deliberately creating a long queue so you can maximize revenue from queue jumping. If you had certain things where you paid but the money went to charity… That is an interesting thing because it still identifies willingness to pay. In other words, you're clearly desperate to catch your flight. It removes the incentive for fuckery.

Okay, which is you're probably deliberately creating a long queue so you can maximize revenue from queue jumping. If you had certain things where you paid but the money went to charity… That is an interesting thing because it still identifies willingness to pay. In other words, you're clearly desperate to catch your flight. It removes the incentive for fuckery.

And also the resentment of the people doing it because, yeah, they may be richer than you, but at least they're doing a good thing. So that could apply to parking. In every car park, there should be five station car parks. There should be five spaces where it's £25 to Oxfam on top of the parking charge to park there.

And also the resentment of the people doing it because, yeah, they may be richer than you, but at least they're doing a good thing. So that could apply to parking. In every car park, there should be five station car parks. There should be five spaces where it's £25 to Oxfam on top of the parking charge to park there.

And also the resentment of the people doing it because, yeah, they may be richer than you, but at least they're doing a good thing. So that could apply to parking. In every car park, there should be five station car parks. There should be five spaces where it's £25 to Oxfam on top of the parking charge to park there.

The reason being that someone who is absolutely desperate to park will always be able to find a space. Whereas someone who's got 40 minutes to spare can drive off somewhere else.

The reason being that someone who is absolutely desperate to park will always be able to find a space. Whereas someone who's got 40 minutes to spare can drive off somewhere else.

The reason being that someone who is absolutely desperate to park will always be able to find a space. Whereas someone who's got 40 minutes to spare can drive off somewhere else.

You're maximizing exactly that, the area under the curve, without creating resentment. You can apply that to street parking. One parking space in 10. And it's easy to do with Ringo or pay-by-phone. What do you use in Austin? What's the parking app in Austin?

You're maximizing exactly that, the area under the curve, without creating resentment. You can apply that to street parking. One parking space in 10. And it's easy to do with Ringo or pay-by-phone. What do you use in Austin? What's the parking app in Austin?

You're maximizing exactly that, the area under the curve, without creating resentment. You can apply that to street parking. One parking space in 10. And it's easy to do with Ringo or pay-by-phone. What do you use in Austin? What's the parking app in Austin?

Oh, you tap your... You've got that. So... With those apps, it's really, really easy.

Oh, you tap your... You've got that. So... With those apps, it's really, really easy.

Oh, you tap your... You've got that. So... With those apps, it's really, really easy.