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=jbTdx3YCGkZv3AkbFor 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_...