I think superficialities matter in that they give you a good clue as to the general state of health of an organisation.

Why’s that?

I guess it is my experience.  If a place is clean, bright, well-organised it gives me confidence.  And usually I find that confidence well placed.

But it’s not always the case is it?

Certainly not.  There are plenty of organisations which have all these features and are just dreadful.  Although it sometimes works the other way round (organisations that look terrible actually being quite good) it seems rare.  You tend to find it in highly specialised businesses with a geekish boss.

But aren’t superficialities what conmen of all kinds specialise in?

They sure do.  But what they are taking advantage of is the association we make between superficialities and quality.  Generally speaking, that association is still valid.

So, you should judge a book by its cover?

Well, how else are you going to decide whether to buy it?  Reputation, word-of-mouth, a good write up for sure, but you may not have any of these things to hand.

OK then, assuming that you’re right about superficialities why do you think that is the case?

I am not quite sure.  One guess might be that to get the superficialities right you have to put yourself in the shoes of the customer.  You have to empathise with him.  And that empathy is likely to filter through to all sorts of other parts of the business.

Permalink • General • Last Updated: 23 October 2006

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