Rory Sutherland

So there's a whole architectural problem to be addressed in terms of how – because if I had a day with mostly video calls, I'd want to do it at home because it's easier to do that. than it is to try and find the right conditions in an office.

So there's a whole architectural problem to be addressed in terms of how – because if I had a day with mostly video calls, I'd want to do it at home because it's easier to do that. than it is to try and find the right conditions in an office.

So there's a whole architectural problem to be addressed in terms of how – because if I had a day with mostly video calls, I'd want to do it at home because it's easier to do that. than it is to try and find the right conditions in an office.

The other point I make is that there are a lot of things where it's very difficult to sell people on the new behavior, but once they've experienced the new behavior, the old behavior seems ridiculous. An example I always gave of that is nobody minded buying CDs when it was the only way you could listen to music. OK, you just accept it. OK, I don't really want to buy a whole album.

The other point I make is that there are a lot of things where it's very difficult to sell people on the new behavior, but once they've experienced the new behavior, the old behavior seems ridiculous. An example I always gave of that is nobody minded buying CDs when it was the only way you could listen to music. OK, you just accept it. OK, I don't really want to buy a whole album.

The other point I make is that there are a lot of things where it's very difficult to sell people on the new behavior, but once they've experienced the new behavior, the old behavior seems ridiculous. An example I always gave of that is nobody minded buying CDs when it was the only way you could listen to music. OK, you just accept it. OK, I don't really want to buy a whole album.

I just want to buy a track. But, you know, it's just what you do if you buy music. Then you had downloads. Of course, the music industry resisted this furiously, the whole idea of downloading. Even to the point of not making it possible for people to download things legally. And the problem there is once you'd experienced downloads, the CD seemed suddenly ridiculous.

I just want to buy a track. But, you know, it's just what you do if you buy music. Then you had downloads. Of course, the music industry resisted this furiously, the whole idea of downloading. Even to the point of not making it possible for people to download things legally. And the problem there is once you'd experienced downloads, the CD seemed suddenly ridiculous.

I just want to buy a track. But, you know, it's just what you do if you buy music. Then you had downloads. Of course, the music industry resisted this furiously, the whole idea of downloading. Even to the point of not making it possible for people to download things legally. And the problem there is once you'd experienced downloads, the CD seemed suddenly ridiculous.

And to some extent, we didn't mind commuting in the same way when we just thought this is just a necessary part of getting to the office. It's just work is the place you go to. It's Wednesday. It's Friday. So I go into the office. That's the deal. The time you spend on the train, the time you spent cleaning your teeth and getting up early and doing your ablutions didn't feel like a waste of time.

And to some extent, we didn't mind commuting in the same way when we just thought this is just a necessary part of getting to the office. It's just work is the place you go to. It's Wednesday. It's Friday. So I go into the office. That's the deal. The time you spend on the train, the time you spent cleaning your teeth and getting up early and doing your ablutions didn't feel like a waste of time.

And to some extent, we didn't mind commuting in the same way when we just thought this is just a necessary part of getting to the office. It's just work is the place you go to. It's Wednesday. It's Friday. So I go into the office. That's the deal. The time you spend on the train, the time you spent cleaning your teeth and getting up early and doing your ablutions didn't feel like a waste of time.

Okay. Because it was just what you had to do. The second you've experienced the alternative, which is get out of bed, put a cardigan over your pajamas and click join meeting, all of that kind of palaver suddenly seems twice as painful. And I've got one of those fantastic Quooker taps that produces boiling water on demand. And It was difficult to persuade my wife to get one.

Okay. Because it was just what you had to do. The second you've experienced the alternative, which is get out of bed, put a cardigan over your pajamas and click join meeting, all of that kind of palaver suddenly seems twice as painful. And I've got one of those fantastic Quooker taps that produces boiling water on demand. And It was difficult to persuade my wife to get one.

Okay. Because it was just what you had to do. The second you've experienced the alternative, which is get out of bed, put a cardigan over your pajamas and click join meeting, all of that kind of palaver suddenly seems twice as painful. And I've got one of those fantastic Quooker taps that produces boiling water on demand. And It was difficult to persuade my wife to get one.

But once you have one of those things, waiting for a kettle to boil feels somehow weirdly Victorian.

But once you have one of those things, waiting for a kettle to boil feels somehow weirdly Victorian.

But once you have one of those things, waiting for a kettle to boil feels somehow weirdly Victorian.

And so technology often works that way, that actually, interesting with electric cars, for example, the latest data seems to suggest that although there's a huge amount of resistance to electric cars, the people who make the move generally don't go back. Once you've actually – once you've kind of gone over that first initial hurdle of adoption, you don't revert.

And so technology often works that way, that actually, interesting with electric cars, for example, the latest data seems to suggest that although there's a huge amount of resistance to electric cars, the people who make the move generally don't go back. Once you've actually – once you've kind of gone over that first initial hurdle of adoption, you don't revert.