By STANLEY FISH
The New York Times
August 5, 2007
A coordination problem (a term of art in economics and management) occurs when you have a task to perform, the task has multiple and shifting components, the time for completion is limited, and your performance is affected by the order and sequence of the actions you take. The trick is to manage it so that the components don’t bump into each other in ways that produce confusion, frustration and inefficiency.
You will face a coordination problem if you are a general deploying troops, tanks, helicopters, food, tents and medical supplies, or if you are the C.E.O. of a large company juggling the demands of design, personnel, inventory and production.
And these days, you will face a coordination problem if you want to get a cup of coffee.
It used to be that when you wanted a cup of coffee you went into a nondescript place fitted out largely in linoleum, Formica and neon, sat down at a counter, and, in response to a brisk “What’ll you have, dear?” said, “Coffee and a cheese Danish.” Twenty seconds later, tops, they arrived, just as you were settling into the sports page.
Now it’s all wood or concrete floors, lots of earth tones, soft, high-style lighting, open barrels of coffee beans, folk-rock and indie music, photographs of urban landscapes, and copies of The Onion. As you walk in, everything is saying, “This is very sophisticated, and you’d better be up to it.”
It turns out to be hard. First you have to get in line, and you may have one or two people in front of you who are ordering a drink with more parts than an internal combustion engine, something about “double shot,” “skinny,” “breve,” “grande,” “au lait” and a lot of other words that never pass my lips. If you are patient and stay in line (no bathroom breaks), you get to put in your order, but then you have to find a place to stand while you wait for it. There is no such place. So you shift your body, first here and then there, trying not to get in the way of those you can’t help get in the way of.
Finally, the coffee arrives.
But then your real problems begin when you turn, holding your prize, and make your way to where the accessories — things you put in, on and around your coffee — are to be found. There is a staggering array of them, and the order of their placement seems random in relation to the order of your needs. There is no “right” place to start, so you lunge after one thing and then after another with awkward reaches.
Unfortunately, two or three other people are doing the same thing, and each is doing it in a different sequence. So there is an endless round of “excuse me,” “no, excuse me,” as if you were in an old Steve Martin routine.
But no amount of politeness and care is enough. After all, there are so many items to reach for — lids, cup jackets, straws, napkins, stirrers, milk, half and half, water, sugar, Splenda, the wastepaper basket, spoons. You and your companions may strive for a ballet of courtesy, but what you end up performing is more like bumper cars. It’s just a question of what will happen first — getting what you want or spilling the coffee you are trying to balance in one hand on the guy reaching over you.
I won’t even talk about the problem of finding a seat.
And two things add to your pain and trouble. First, it costs a lot, $3 and up. And worst of all, what you’re paying for is the privilege of doing the work that should be done by those who take your money. The coffee shop experience is just one instance of the growing practice of shifting the burden of labor to the consumer — gas stations, grocery and drug stores, bagel shops (why should I put on my own cream cheese?), airline check-ins, parking lots. It’s insert this, swipe that, choose credit or debit, enter your PIN, push the red button, error, start again. At least when you go on a “vacation” that involves working on a ranch, the work is something you’ve chosen. But none of us has chosen to take over the jobs of those we pay to serve us.
Well, it’s Sunday morning, and you’re probably reading this with a cup of coffee. I hope it was easy to get.