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Stories
Scroll. The clock, the queue and the counter move with you. Each story ends on a question only you can answer.
A message's journey — three people, five tools, four hours
Read the story →A Friday on Instagram
Read the story →Ryan's first week
Read the story →The first day
Read the story →One message
A simple question at 9:14 in the morning, by Instagram DM. Scroll and follow it. The clock moves with you.
How many hands does this message pass through in your company?
9:14 AM
In an Instagram DM. One sentence. The answer is a tracking code that already exists somewhere.
9:31 AM
Sabrina watches Instagram, but orders are not hers. So she does what everyone does: she photographs the message.
9:32 AM
With a “who checks this?”. The group has 14 members. The message slides under three others.
10:48 AM
He opens orders-final-2.xlsx. Looks for 1042. Its row says “shipped”. Tracking code? The column is empty.
10:55 AM
Nobody answers. He leaves a message: “Send me the tracking code for 1042.”
11:40 AM
Alan writes it on paper. Then types it into the Telegram group. Gets one digit wrong, corrects it.
11:52 AM
Sabrina is on something else. Telegram shows 31 unread.
1:07 PM
Nicole found the answer herself on the carrier's tracking page an hour ago.
One question
Nobody did anything wrong. Everyone did exactly what they always do.
How many hands does this message pass through in your company?
One Friday
Megan answers a shoe shop's Instagram. Fridays are selling days. The big number is the messages waiting.
Of yesterday's messages, how many actually needed a person?
8:00 AM
Megan puts her coffee beside the phone. Every message: read it, understand it, find the answer somewhere else, type it.
8:40 AM
She is fast. But every answer she sends, two new ones light up below it.
9:30 AM
When she gets back, 38 has become 61.
11:00 AM
Megan is fast. The messages are faster. And most of them are one of the same three questions, in different words.
11:01 AM
On the stage above: everything the message wanted, pulled apart — and a draft reply, ready for Megan to only glance at.
11:02 AM
Price, stock, delivery time — from the same stockroom and price list Megan opened every time. 12 needed a person: a complaint, a return, a customer who just wanted to talk to someone.
One question
Of yesterday's messages, how many actually needed a person?
One week
Neil had built the booking system alone for two years. He left on Wednesday. Ryan arrived on Thursday. The counter is the things only Neil knew.
If your developer leaves tomorrow, what stays?
Wednesday 5:00 PM
The system works. Sixty bookings a day. Nobody is worried.
Thursday 9:00 AM
final_v3_REAL.zip. Next to it, final_v3.zip and final.zip. Which one is on the server? No README. Ryan guesses.
Thursday 9:40 AM
Everything in app.js: bookings, SMS, payment, reports. Ryan scrolls for forty minutes.
Saturday
The price was written in seven places. Ryan found five. Two customers got invoices at the old price and one called.
Sunday
Every change Ryan makes is a guess. The only way to learn something broke is for a customer to call.
Monday
Ryan messages Neil. Neil is travelling. Booking confirmations don't go out for three days.
A month later
Two years of work, again. Not because it worked badly — because only one person knew how it worked, and that person had left.
The same Thursday, on another project
The price is written in one place. He changes it, the tests go green again, and it ships before noon. Nobody knows Neil left — because it makes no difference.
One question
If your developer leaves tomorrow, what stays?
Day one
Sara started today. Her job is registering customers and orders. The counter is how many times she has to ask someone “where is this?”.
How many times does your new hire ask “where is this?” on day one?
9:05 AM
Sara looks for ten seconds. Then asks the colleague beside her. One was for staff, one for managers. It said so nowhere.
9:20 AM
Under a menu called “Other”. Next to “Print settings” and “Export to Excel”. Sara asks.
9:41 AM
That's all. Not which error, not where, not what to do. The form is wiped too. Sara asks. Her colleague: “Oh — leave off the 1 at the front of the number.”
10:15 AM
The field wants year-month-day. With dashes. Sara has typed the month first her whole life. She asks.
11:30 AM
Sara scrolls. Asks. Her colleague: “Press Ctrl+F.”
12:30 PM
None of it was about the work. All of it was about the software. And seven times, her colleague stopped their own.
One question
How many times does your new hire ask “where is this?” on day one?