Efficiency Won’t Keep Your Business Alive

Strict rules for business are now a liability, while the messiness of improvisation has become key to survival

Ana Andjelic
Marker

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Photo: PM Images/DigitalVision/Getty Images

Danny Meyer isn’t planning to reopen his restaurants “for a very long time — probably not until there’s a vaccine,” he told Bloomberg last month. “There is no excitement on my part to having a half-full dining room while everyone is getting their temperature taken and wearing masks, for not much money.”

The business models of restaurants like Meyer’s — along with retail stores, gyms, airlines, hotels, and beauty salons — are going through the Great Inefficiency Reckoning. Even when Meyer’s restaurants open, they will likely operate at a 50% reduction in capacity. We’ll probably see a similar reduction in capacity across a number of industries.

The drive for efficiency shapes how we work, live, and entertain ourselves. Open office plans, despite their association with free-flowing collaboration and kombucha taps, have been a prime efficiency tool to pack in as many people per square foot as possible.

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Ana Andjelic
Marker
Writer for

Brand Executive. Author of “The Business of Aspiration.” Doctor of Sociology. Writer of “Sociology of Business.” Forbes most influential CMO.