June 19, 2026

“An automatic door doesn’t replace a doorman.” ~ Rory Sutherland

Before you rush to replace the humans in your business with AI or any other technology, spend some time watching what they actually do.

See where and how they add value to the people you serve. By paying attention, softening rough edges, by making the work, work – often in the face of vague or contradictory orders.

They’ll almost certainly be doing more than you can imagined just by looking at a spreadsheet.

When you’ve had a proper look, by all means automate the boring, repetitive, strenuous parts of what they do.

Just don’t remove the value they give.

Your customers will miss it, even if you don’t.

Image shows a doorman outside a cafe in Lviv. Courtesy of Adam Jones from Kelowna, BC, Canada, CC BY-SA 2.0 , via Wikimedia Commons