Rory Sutherland

a very, very bold kind of, okay, in a sense, it's, look, bet the farm here, okay? Either we do this, we either succeed, in which case, great, or if we fail, to be honest, we were heading for disaster anyway, because you've got to be slightly careful. This is where, you know, okay, when Dylan went electronic, okay, someone shouted Judas.

a very, very bold kind of, okay, in a sense, it's, look, bet the farm here, okay? Either we do this, we either succeed, in which case, great, or if we fail, to be honest, we were heading for disaster anyway, because you've got to be slightly careful. This is where, you know, okay, when Dylan went electronic, okay, someone shouted Judas.

The crowd in the Manchester Free Trade Hall absolutely hated it. Jaguar purists are going to hate anything By the way, I've had six Jags, by the way, so I'm a loyal Jag enthusiast. I love the brand. And in many ways, I love a lot of the heritage about that brand. But equally, I love red telephone boxes, but I don't think it should be the BT logo.

The crowd in the Manchester Free Trade Hall absolutely hated it. Jaguar purists are going to hate anything By the way, I've had six Jags, by the way, so I'm a loyal Jag enthusiast. I love the brand. And in many ways, I love a lot of the heritage about that brand. But equally, I love red telephone boxes, but I don't think it should be the BT logo.

The crowd in the Manchester Free Trade Hall absolutely hated it. Jaguar purists are going to hate anything By the way, I've had six Jags, by the way, so I'm a loyal Jag enthusiast. I love the brand. And in many ways, I love a lot of the heritage about that brand. But equally, I love red telephone boxes, but I don't think it should be the BT logo.

Okay, I love, you know, what is it, Giles Gilbert Scott's design for red telephone boxes, but I'm also cognizant of the fact that I don't make many calls from payphones anymore.

Okay, I love, you know, what is it, Giles Gilbert Scott's design for red telephone boxes, but I'm also cognizant of the fact that I don't make many calls from payphones anymore.

Okay, I love, you know, what is it, Giles Gilbert Scott's design for red telephone boxes, but I'm also cognizant of the fact that I don't make many calls from payphones anymore.

And I like Burberry Macs, but I'm also cognizant of the fact that because of various things like, you know, central heating and Uber, not many people wear Macintoshes anymore, you know, apart from Americans and flashers, in my experience. I was saying this the other day. Now, there are occasions where...

And I like Burberry Macs, but I'm also cognizant of the fact that because of various things like, you know, central heating and Uber, not many people wear Macintoshes anymore, you know, apart from Americans and flashers, in my experience. I was saying this the other day. Now, there are occasions where...

And I like Burberry Macs, but I'm also cognizant of the fact that because of various things like, you know, central heating and Uber, not many people wear Macintoshes anymore, you know, apart from Americans and flashers, in my experience. I was saying this the other day. Now, there are occasions where...

You might argue that electrification completely reshapes the competitive landscape for any car brand or any car manufacturer. And that what you have to do is a fairly dramatic pivot. I'm going to join you in that.

You might argue that electrification completely reshapes the competitive landscape for any car brand or any car manufacturer. And that what you have to do is a fairly dramatic pivot. I'm going to join you in that.

You might argue that electrification completely reshapes the competitive landscape for any car brand or any car manufacturer. And that what you have to do is a fairly dramatic pivot. I'm going to join you in that.

There are cases, Kid A, for example, where bands produce an album that kind of alienates their existing fan base. Okay. You might argue that for Jaguar, this was a kind of Sergeant Pepper moment. Okay. Where... We've got, you know, fundamentally, we've got to do... Am I right? There was a sort of Pet Sound and Sergeant Pepper interplay going on, which was who was first.

There are cases, Kid A, for example, where bands produce an album that kind of alienates their existing fan base. Okay. You might argue that for Jaguar, this was a kind of Sergeant Pepper moment. Okay. Where... We've got, you know, fundamentally, we've got to do... Am I right? There was a sort of Pet Sound and Sergeant Pepper interplay going on, which was who was first.

There are cases, Kid A, for example, where bands produce an album that kind of alienates their existing fan base. Okay. You might argue that for Jaguar, this was a kind of Sergeant Pepper moment. Okay. Where... We've got, you know, fundamentally, we've got to do... Am I right? There was a sort of Pet Sound and Sergeant Pepper interplay going on, which was who was first.

Was that where they were going? Well, the problem with Jaguars, lots of people loved the brand, but the people who loved the brand didn't necessarily buy Jaguars from new in particular. Right. And the new car buyer is a pretty niche audience to begin with. I thought the ad was deeply weird. It wasn't produced by an ad agency, by the way.

Was that where they were going? Well, the problem with Jaguars, lots of people loved the brand, but the people who loved the brand didn't necessarily buy Jaguars from new in particular. Right. And the new car buyer is a pretty niche audience to begin with. I thought the ad was deeply weird. It wasn't produced by an ad agency, by the way.

Was that where they were going? Well, the problem with Jaguars, lots of people loved the brand, but the people who loved the brand didn't necessarily buy Jaguars from new in particular. Right. And the new car buyer is a pretty niche audience to begin with. I thought the ad was deeply weird. It wasn't produced by an ad agency, by the way.