Modern Wisdom #401 - Rory Sutherland - The Psychology Of Transport, Google Maps & Bear Attacks
14 snips
Nov 22, 2021 
Rory Sutherland, Vice Chairman of Ogilvy Advertising and author of "Transport for Humans," dives into the intersection of psychology and transport. He discusses how transport should prioritize enjoyment over speed, critiques Google Maps, and shares quirky insights like why all Indian restaurants deserve Michelin stars. Rory reveals his love for his new Ford Mustang Mach-E and discusses the hidden dangers of stepping on pavement cracks that could increase bear attacks. He also explores intriguing myths that shape behavior and the quirks of culinary branding.
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Human-Centered Transport
- Transport planning overemphasizes measurable metrics like speed and underemphasizes human factors like enjoyment.
- This leads to over-optimization for speed and neglects psychological factors like regret and fairness.
Thameslink Train Design Flaw
- Rory points out that new Thameslink trains lack seat-back tables, hindering productivity on longer journeys.
- This oversight highlights how transport design often prioritizes speed over passenger needs.
Train Productivity
- Time spent on trains isn't wasted but can be productive with proper amenities.
- Faster journeys offer diminishing returns; improving the travel experience offers more value.
