If I gave you ₹79,300 crore… would you make this mistake?
🎙️ In the UK, Eurostar spent over ₹79,300 crore improving rail lines to make the London–Paris trip 40 minutes faster.
That’s an insane investment — but Rory Sutherland, the advertising genius, said something smarter 👇
“They could’ve saved that money by making the journey feel shorter instead.”
Think about it — fine dining restaurants don’t rush your order,
they make you enjoy the wait — by giving complimentary papad, peanuts, or breadsticks.
What if Eurostar had given passengers:
☕ Better coffee
💻 Free Wi-Fi
🛋️ Comfortable seats
The time would’ve felt shorter — even if it wasn’t.
⚡ That’s The Perception Economy.
People don’t pay for speed — they pay for how they feel during the wait.
🏠 For real estate agents and developers:
Don’t sell “possession in 6 months.”
Sell “a journey worth waiting for.”
Share updates, finishes, materials — make every delay feel like luxury.
💬 You can’t shrink time — but you can stretch the good experience.
That’s cheaper… and way smarter.