“When I interviewed Rory Sutherland, he said: It’s hard to increase customer satisfaction by making a train ten times faster; it’s much easier to increase customer satisfaction by using psychological principles to make it feel ten times more enjoyable. I don’t think governments like the UK government would need to spend £50 billion on faster trains if they just made the Wi-Fi work better while you’re on it. It seems likely that the biggest progress in the next 50 years won’t come from improvements in technology, but in psychology and design thinking.”