4min chapter

The Knowledge Project with Shane Parrish cover image

#19 Rory Sutherland: The Psychology of Advertising

The Knowledge Project with Shane Parrish

CHAPTER

How to Drive a Black Cab in London

Before you can drive the handsome cab in london, you have to master this incredibly complicated exam and test. And people have come recently and said, we'r holan se. Well, now we've got satnave. What the hell's the point of making some one learn this thing? Now, my answer is, part of it, this is still necessary or not i'lli leave to further debate. Part of that was nothing to do with memorizing the streets. It was a commitment device. If you're prepared to spend four years becoming a cab driver, and four years of your life, which you'll never get back, is spent reaching that level of qualification,.

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