When I first heard Abba’s magnificent 1982 swansong ‘The Day Before You Came’, I’d never come across the Americanised use of the verb ‘make’, meaning ‘reach’. So the line ‘I must have made my desk around a quarter after nine’ baffled me. Given the Swedish obsession with self-assembly furniture, I even wondered whether Björn was using the word conventionally, and Ms Fältskog was in fact kneeling on the floor aligning Tab A with Groove C, while looking for the elusive Allen key with which to attach the castors.
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Rory Sutherland is vice-chairman of Ogilvy UK.
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