The story goes that a man, riding a horse-drawn cart, said he was close enough to see that the woman was wearing a light-coloured dress and a bonnet with a ribbon.

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The next day, two men loaded the trunks onto a horse-drawn cart and carried them away to the Old City.

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As recently as the 1950s a character called Frank the Frame Burner drove his horse and cart around London collecting cast-off 19th-century gilt frames to melt down.

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Even so, concerns have persisted that the cart is driving the horse -- that customers are buying big phones because that's what's available, not because they have a preference.

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Thirteen years ago he penned a book, still in print, called Value-Focused Thinking: A Path to Creative Decision-Making, which says that most corporate executives put the cart before the horse.

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