Rory Sutherland

There was the Arts Theatre in Cambridge, which was run and still is, and owned, I think, by King's College, Cambridge, for whatever historical reason, and King's College Chapel, which is a famous, you know, glorious medieval building. And Keynes immediately gave a million pounds to the arts theater, and nothing to the chapels. And his argument was very simple.

There was the Arts Theatre in Cambridge, which was run and still is, and owned, I think, by King's College, Cambridge, for whatever historical reason, and King's College Chapel, which is a famous, you know, glorious medieval building. And Keynes immediately gave a million pounds to the arts theater, and nothing to the chapels. And his argument was very simple.

There was the Arts Theatre in Cambridge, which was run and still is, and owned, I think, by King's College, Cambridge, for whatever historical reason, and King's College Chapel, which is a famous, you know, glorious medieval building. And Keynes immediately gave a million pounds to the arts theater, and nothing to the chapels. And his argument was very simple.

He said, raising money for the chapel is a piece of piss, okay? I can get Americans to give money for this world-famous chapel, whereas raising money for the arts theater is going to be damn near impossible. So with the money I've got at my disposal, I'll give it to the things that can't raise money at the expense of things that can. The treasury absolutely hate hypothecation.

He said, raising money for the chapel is a piece of piss, okay? I can get Americans to give money for this world-famous chapel, whereas raising money for the arts theater is going to be damn near impossible. So with the money I've got at my disposal, I'll give it to the things that can't raise money at the expense of things that can. The treasury absolutely hate hypothecation.

He said, raising money for the chapel is a piece of piss, okay? I can get Americans to give money for this world-famous chapel, whereas raising money for the arts theater is going to be damn near impossible. So with the money I've got at my disposal, I'll give it to the things that can't raise money at the expense of things that can. The treasury absolutely hate hypothecation.

I also think that, for example, fundamentally, I mean, I've got an interesting idea, which I'll share with you, which I think is actually a usable idea, which is what I call charitable yield management. OK, let me explain. There are lots of things where you want to allocate resources according to willingness to pay. So I'll give you an example. I'm at Athens Airport.

I also think that, for example, fundamentally, I mean, I've got an interesting idea, which I'll share with you, which I think is actually a usable idea, which is what I call charitable yield management. OK, let me explain. There are lots of things where you want to allocate resources according to willingness to pay. So I'll give you an example. I'm at Athens Airport.

I also think that, for example, fundamentally, I mean, I've got an interesting idea, which I'll share with you, which I think is actually a usable idea, which is what I call charitable yield management. OK, let me explain. There are lots of things where you want to allocate resources according to willingness to pay. So I'll give you an example. I'm at Athens Airport.

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.

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.