Food For (Transportation) Torque: New windshield, new wipers!


“Transportation is the center of the world! It is the glue of our daily lives. When it goes well, we don’t see it. When it goes wrong, it negatively colors our day, makes us feel angry and impotent, curtails our possibilities “.- Robin Chase

How we move is how we live. There is a lot riding on it. Two champion behavioural science crusaders Rory SutherlandVice Chairman of Ogilvy) and Pete Dyson (Principal Behavioural Scientist, Department for Transport, UK), have embarked on a journey of rethinking transportation systems and their new book ‘ Transport for Humans ‘ is beautifully heartcrafted, a purposeful provocation and a wake up call for planners, engineers, bureaucrats in charge of public transport. Here, in this freewheeling chat with Suresh DinakaranManaging EditorBrandKnew(published by ISD Global),both Rory and Pete wax eloquent,among other things, on their book that promises to rewrite the rules of how public transportation systems should be designed and the pride of place that behaviour science should be accorded in such endeavors.Watch the interview..

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About Author

Suresh Dinakaran

Suresh Dinakaran is the Chief Storyteller at ISD Global, a brand strategy & creative ideations entity based out of Dubai and Managing Editor, BrandKnew. With over two decades of insights, expertise and experience in building and growing brands across multiple geographies and media platforms. Passionate about innovation, disruptive ideations, creative leadership and imaging the future apart from writing, movies, music and sports. He can be reached on

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