The New Maslow's Hierarchy of Needs

The new Maslow's hierarchy of needs is kind of Wi-Fi, coffee, toilet, flat horizontal surface chair. If you've got that, this is what train companies need to understand really. But by the way, when I talk about experimentation, of tailorist experimentation, one of the things we need to experiment with is the importance of keeping periods of discretionary time clear. The business of nudging people to reserve certain day parts for discretionary time is a big mistake.