A Tale of the Blind Bakers
Boiling the dough. Male chef in chef’s apron sprinkling flour on dough
I remember a great story I read from a book my mentor from Apple gave me. It was at a time when I was looking for artistic ways to tell the story of accessibility without delving into classic marketing of features and benefits.
A local bakery was known for its fantastic bread. Its aroma was the signature of the city. The loaves were prepared by blind bakers whose skills were exceptional. They were talented and trained to bake such wonderful breads with proper care and attention to detail.
The owner of the bakery was so proud of these bakers that they brought commercial success that they could barely keep up with demand! As a shrewd businessman, he saw the opportunity to increase sales by producing more bread in less time. He researched furnaces that were cost effective, fuel efficient and required less maintenance. After much research, the old wood-fired oven, used for years, was replaced with the latest high-tech oven unit. Believing he made a wise decision, he was eager to see an increase in production and sales. After the installation and the bakers who adapted to it, the new unit started producing bread as regular customers came for their daily consumption. After a week, sales were steady and demand fell below normal levels. The owner received complaints that the bread did not taste the same and was less than satisfactory. Dazed and disappointed, the owner gathered his bakers and asked what changed. They went through the routine as the owner watched intently as his investment was on the line. He saw nothing wrong. However, one of the blind bakers said: “You know, I could feel the heat and hear the fire to know when to add wood and smell the smell to know when the loaves were ready. Well, the new ovens won’t let me do those things.”
This was the revelation! Despite being blind, the bakers’ sensory, tactile and auditory acuity, their superpowers, contributed to the earlier success of the bread’s taste. Human senses were replaced by devices designed for fuel efficiency and high output, so not necessarily a commercial success.
Everyone has superpowers!
History reveals a fundamental truth about the delicate balance between human abilities and technological progress. The success of the blind bakers was not just due to a recipe or an oven. Instead, their “superpowers” allowed them to appreciate the precise texture of dough, the aroma of a perfectly baked loaf, and the subtle sounds of a crust creaking as it bakes to perfection. Such human qualities do not simply result in a product – they create an experience and a difference in taste and quality that resonates deeply with those who taste it.
The magic was lost when these bakers’ superpowers were replaced with equipment that prioritized business efficiency and high-yield production. This change may have seemed commercially practical, promising savings and increased production. However, these priorities came at a price – he ignored the nuances that made their bread delicious in the first place. The result was not the hoped-for commercial success, but a poor product that failed to live up to the expectations of years of handmade tradition.
Other industries are also affected
The efficiency scenario is not unique to baking. In various industries, there is a growing trend to replace skilled labor and human expertise with automated processes and machinery. While these changes are often justified as necessary for growth, efficiency, or scalability, they often overlook the intangible qualities that human capability brings. Technology and equipment repeat processes and produce high volumes well. However, they often lack the intuitive touch, subtle adjustments and sensory awareness that a person brings to their disciplines. By striving for speed and profit, we risk creating a world of products and services that may look or work the same, but lack soul, depth and personal touch, missing the opportunity to deliver meaningful and purposeful goods and services.
Success can come in many ways, not just in the end
The story of the blind bakers reminds us how success can be approached and measured differently, finding the balance between human and technological superpowers that can allow the bakery owner to explore other ways to achieve and sustain commercial success. When paired with AI, the technology alone cannot be replicated, yet the complement can exceed expectations in powerful ways. It’s a reminder that the human touch, coupled with the right tools, can surprise and delight us all!
Don’t deceive the customer, you will lose their trust
As a professional with years of experience in the “help” business, whether business-to-business or direct-to-consumer, from designing publications and products to serving thousands of Apple customers, here’s what I’ve learned: don’t cheat customers, you will lose their trust. It is easy to prioritize short-term benefits over long-term impact; Let those of any ability – regardless of how you may perceive their “handicap” (a word I hate) – contribute and be a part of the whole experience your organization strives to provide. Customers can tell the difference between something carefully crafted and something manufactured with high technology. Authenticity inspires connections and, essentially, loyalty.
Embrace our differences for success
The story of the blind bakers shows us that success goes beyond efficiency and profit; it lies in appreciating each individual’s unique strengths. Their heightened senses and dedication gave each loaf a soul that no machine could replicate, emphasizing that excellence often stems from the passion, intuition and skill that people bring to their work.
Organizations that embrace these superpowers in an automation-centric world open up new opportunities for value and inclusion. Leveraging diverse talent brings fresh perspectives and commitment, creating products, experiences and traditions that resonate deeply with employees and customers.
The success of the blind bakers was about more than the bread – it was about the spirit and skill behind it. As we move forward, let’s remember that the real power of progress lies in the blending of human and technological forces to create meaningful work and lasting impact.
Let’s embrace our human, business and technological differences – they benefit us all.