Are We Too Impatient to Be Intelligent?

There are brilliant examples all over the place of people tweaking time subjectively. One of my favorites is the Uber map. It doesn’t change how long you wait for the taxi. It changes the quality of the waiting time by reducing uncertainty. If you look at human emotions, although humans might say, “I don’t like waiting for a taxi,” what makes them ... See more

This is a massive problem in decision-making. We try to close down the solution space of any problem in order to arrive at a single right answer that is difficult to argue with.

I owe this insight to my colleague Colin Nimick, a brilliant copywriter at Ogilvy who said, “In New York, people speak fast. In the American South, they speak slowly. Both of them are a form of politeness, understood in a different way. In New York, you speak quickly because you respect the value of the other person’s time and you don’t want to tak... See more

What happens when you give a load of engineers a brief? I always ask the question: What would’ve happened if you hadn’t given the brief for High Speed 2 to a load of engineering firms who immediately focused on speed, time, distance, capacity? What if you’d given the brief to Disney instead?

They would’ve said, “First of all, we’re going to rewrite ... See more

In New York, people speak fast. In the American South, they speak slowly. Both of them are a form of politeness, understood in a different way. In New York, you speak quickly because you respect the value of the other person’s time and you don’t want to take up too much of it. In the South, you speak slowly because you want to respect the person by... See more

We’ve created an acceleration and an explosion of choice, which will permanently leave us feeling fundamentally unsatisfied or under-optimized.

One of the worst mistakes we ever made was making email instantaneous. We should have built in a two-hour buffer unless you flagged the email as time-sensitive or urgent. Why is that? Because now everybody has to check their email every 10 or 15 minutes on the off chance that someone has sent them a time-sensitive email. So the burden falls on the ... See more

The general assumption driven by these optimization models is always that faster is better. I think there are things we need to deliberately and consciously slow down for our own sanity and for our own productivity. If we don’t ask that question about what those things are, I think we’ll get things terribly, terribly wrong.

We’ve got to understand that sometimes as an option, self-checkouts are great. As an obligation, they’re bad—because sometimes the time spent in the process is where the value comes from. You can see this because people on a Saturday love nothing better than to shop in the most inefficient way possible. That’s basically what a farmer’s market is—le... See more