When I was about 10 my father took me to the Magic Castle in Hollywood. What a strange and wonderful place. In every nook and cranny there was something mysterious and amazing (at least for a 10 year old). However, what stuck in my mind was not the lady cut in half, nor pianos that played themselves, but the roaming magicians who would perform small miracles up close with sleight-of-hand. If you have ever witnessed a true hand mechanic, you’ll know of what I speak. Your mind bends as your eyes defy your intellect. Hands are truly amazing instruments.
What sparked this memory was a recent trip to a good Dunkin’ Donuts. You know what I mean by a good Dunkin’. There are Dunkin’ Donuts and then there are Dunkin’ Donuts. All the food is the same across the franchise: the donuts are fresh, the coffee is hot, and the bagels toasty. The employees even smile the same amount. Until now I couldn’t put a finger on why I felt a difference between my favorite Dunkin’ and the rest. I think I know now.
The secret is in the hands.
The next time you go to a retail establishment, be it Fast Food or a Car Wash, watch the employees’ hands. They tell a story. At my favorite Dunkin’ the employees’ hands move like olympic synchronized swimmers. They exhibit fluidity, speed, deftness, and the practiced hand movements of concert pianists. At my least favorite Dunkin’, the employees seem to be wearing invisible weighted baseball mitts. To watch them mix cream and sugar makes me crazy, and don’t get me started on spreading cream cheese. It’s like watching a glacier move across the tundra. Eyes may be the window to the soul, but hands hold the light of truth. Hands don’t lie.
Our hands connect us to the world. They are our interface. Our language is filled with metaphor incorporating the word hand. “Let’s get a handle on this.” “He’s got the upper hand.” “Let’s give her a hand.” “He’s got the whole world in is hands.” For some, physical hands are the primary means of communication.
My theory is this: you can tell a great brand by how deftly the employees’ hands interact with their environment, from handling merchandize to ringing up items to filling out return forms. I think hands are a leading indicator. Slow, hesitant, close to the body, clumsy = brand in trouble. Snappy, outstretched, active, practiced = brand on the rise. The hands are in the driver’s seat. More precisely, they are on the wheel, and the moment they come off, you’re on the road to Abilene.
You have turned “literature of management” to “poetry of management”. It is beautiful. Never thought there could exist any kind of beauty in a Dunkin Donuts.
Thank you. That is a wonderful compliment.
First, clap,I clap for using “prestidigitation.” It’s not a word you see often enough. Next a hand for your theory. Scarily true, I believe. If nothing else, I”ll be checking out all the fingers at my favorite retail establishments over the next several days and weeks.
I am working on a post that includes “pugilist,” which should knock your socks off. And thanks for the applause. I do think you’ll see what I mean about hand movement. I had sushi today, and the point was made palpable watching the chef. In fact, through this silly theory, I have solved the ultimate conundrum of which line to choose at the supermarket: watch the hands of the cashier. It never fails.
Well, Phil, you never cease to amaze me. The “hands as indicator” is a marvelously simple and quick test of the quality of service one can expect from a business. Of course, there are exceptions, but my “blink” reaction to your observation is that it’s pretty accurate, and it’s one I never put my finger on before. Gotta hand it to you.
As far as watching the hands of the cashier at the supermarket, here’s an additional indicator: If the hands are attached to a woman, the line generally moves faster. For some reason, few male cashiers can match the speed of females for getting your groceries scanned and bagged.
James,
I’m blushing.
P.
Good observations, well written Phil.
I like this.
There’s an element of pride in product and workmanship that these gestures communicate, whether it’s a high-end restaurant or a fast food place. Dissect a 5 layer burrito from a well-run Taco Bell and one from a shoddily-run Taco Bell and you’ll see a difference in how the ingredients are distributed. It’s not a question of speed… it’s conscientious vs haphazard, careful vs careless, Mom vs lunch lady.
I think you are right about there being an element of pride to “brand prestidigitation.” It’s not all training. And, I’m with you on the distribution of ingredients for a 5 layer burrito from Taco Bell. There’s nothing worse than a lumpy 5 layer burrito at “the border” at 1am.
Btw. “Mom vs Lunch Lady.” Perfect.