See also: Previous and Next (View all) (Bluesky | Mastodon | FB )
The doorman fallacy. Coined by Rory Sutherland to refer to conspicuous jobs in a company which seemingly provide no value, but which “strips away the true complexity of what a doorman provides.” :
If that’s the entirety of the job, a technological solution can easily replace the doorman, reducing costs. However, this strips away the true complexity of what a doorman provides.
The role is multifaceted, with intangible functions that extend beyond just handling the door. Doormen help guests feel welcome, hail taxis, enhance security, discourage unwelcome behaviour, and offer personalised attention to regulars. Even the mere presence of a doorman elevates the prestige of a hotel or residence, boosting guests’ perception of quality.
When you ignore all these intangible benefits, it’s easy to argue the role can be automated. This is the doorman fallacy – removing a human role because technology can imitate its simplest function, while ignoring the layers of nuance, service and human presence that give the role its true value.
Leave a Reply