Rory Sutherland

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.

If you're in one of those charity spaces, you have a different code, and you just put in a different number, and 20 quid goes to Oxfam on top of your cost of parking, which means that the parking spaces go to the people who most desperately need them without anybody feeling rooked, and charities make a lot of money.

If you're in one of those charity spaces, you have a different code, and you just put in a different number, and 20 quid goes to Oxfam on top of your cost of parking, which means that the parking spaces go to the people who most desperately need them without anybody feeling rooked, and charities make a lot of money.

If you're in one of those charity spaces, you have a different code, and you just put in a different number, and 20 quid goes to Oxfam on top of your cost of parking, which means that the parking spaces go to the people who most desperately need them without anybody feeling rooked, and charities make a lot of money.

Now, that strikes me as quite an interesting... You could apply that to road pricing as well, by the way, interestingly.

Now, that strikes me as quite an interesting... You could apply that to road pricing as well, by the way, interestingly.

Now, that strikes me as quite an interesting... You could apply that to road pricing as well, by the way, interestingly.

Well... If people felt that a component of... Let's say you had a high-speed lane. If there's a traffic jam on the M25, you can pay 20 quid to use the... It's equivalent to the multi-occupancy lane you get in the US. Okay? There's a premium lane which lets you jump the queue a bit. Okay? Now... I would use that if I were going to Heathrow, probably. If I've got a plane to catch.

Well... If people felt that a component of... Let's say you had a high-speed lane. If there's a traffic jam on the M25, you can pay 20 quid to use the... It's equivalent to the multi-occupancy lane you get in the US. Okay? There's a premium lane which lets you jump the queue a bit. Okay? Now... I would use that if I were going to Heathrow, probably. If I've got a plane to catch.

Well... If people felt that a component of... Let's say you had a high-speed lane. If there's a traffic jam on the M25, you can pay 20 quid to use the... It's equivalent to the multi-occupancy lane you get in the US. Okay? There's a premium lane which lets you jump the queue a bit. Okay? Now... I would use that if I were going to Heathrow, probably. If I've got a plane to catch.

If I haven't got a plane to catch, I went. Now, the great thing is what would create a lot of resentment is if people just saw a load of Bentleys and, you know, flash cars jumping the queue. It creates fundamental resentment. But actually, if you made the thing charitable, it would be less repugnant. And you would still be allocating the roads to the people who were most in need of the road.