Nowadays I am a bit more on the road visiting prospects to share with them those benefits my value-add-products could deliver to their operations.  As such I come across this common experience for motorists more frequently: I am driving somewhere new and I am running a tad late. As I drive down unfamiliar roads it seems that everything is conspiring against me: other cars, the road-layout, the traffic lights and even suicidal scooters on their physics-defying machines. I know it’s only a few more kilometers, but it seems to be taking forever.  Too lo-o-o-ng.  Way too lo-o-o-o-o-ng.

What’s going on?

Psychologically there are all sorts of things going on to make the journey seem longer than it really is, but let’s just isolate one of those: the unfamiliarity of the route. Unknown routes peak our curiosity; they are filled with new names and landmarks, all of which ......