Actual article was in the evening standard, but like all things Rory Sutherland, it’s worth to watch him tell the story: https://youtu.be/OTOKws45kCo?si=jbTdx3YCGkZv3Akb

For those who want more of him, check out his classic TED talk from decades ago: “Lessons from an ad man”

https://www.ted.com/talks/rory_sutherland_life_lessons_from_...