Blog PostsFuck Taylor

Fuck Taylor

We need to slow down, not speed up.

“Fuck Taylor”.

Few things bother me as much as efficiency gurus.

In fact, I find the whole concept of “being efficient” to be fundamentally broken.

Now, I want to talk to you about coffee in a minute, but first, let’s talk about emails. Whenever the topic of email management comes up, the assumption is always that all of us have this bottomless hatred of emails — and we must all loathe our inboxes.

There’s just this problem: I actually don’t hate answering emails.

Why Inbox Zero is not my cup of coffee

I think it’s nice when someone sends me a good email.

And, I don’t mind writing a good email myself, either.

Also, I really love it when a blog reader drops me a line to say hello and to connect. If this would happen to me a hundred times a day, then I’d consider myself lucky for having the problem of finding the time to respond.

Like everyone, I too get spam and other emails that aren’t very good, but I don’t mind tweaking my filters every now and then. I actually enjoy tweaking my inbox rules!

But for some reason unbeknownst to me, the consensus seems to be that I should a) hate spending time in my inbox and b) do away with any incoming emails as quickly as humanly possible. As if Inbox Zero was somehow cool.

I don’t get this.

As I enjoy replying to good emails, I craft my responses with care and attention to detail.

I think it matters a great deal to find the right choice of words and to string them together in a tonality that serves my intentions.

But, seemingly, none of this is as important as speed-writing staccato emails accentuated by the obligatory emoji to make up for any mistakes in tonality.


Why must “fast” be better than “awesome”?

I’ve gotten caught up in the glorification of doing-things-as-fast-as-humanly-possible myself:

I once took a serious stab at both speed-reading and touch-typing.

Speed-reading was easy; the secret was to stop making the words with your tongue muscles as you dash through the text.

Touch-typing was worse; it was all about practising not looking at the keyboard. Both techniques, as it turned out in the end, were perfect ways to destroy the artistic enjoyment of both reading and writing.

I’ve stopped making excuses for being who I am. I’m a tactile person and I want to feel what I do. At my computer, I use a clunky mechanical gaming keyboard. Why?

Because I want to feel each stroke of each letter and number. And the text about to be written decides how much time it wants, not me or anyone else.

Simply put: My passion and creativity will beat your stopwatch.

How I prefer my coffee and my meetings

The same kind of reasoning goes for my morning coffee.

I enjoy each great cup of coffee as if it was my last. I could, of course, down four cups of coffee in ten minutes, but why would I want to do that?

And if I did down those precious drops like there was no tomorrow, I surely wouldn’t consider it to be an accomplishment. To me, this goes for doing everything that I love doing.

If I would feel the urge to get anything enjoyable over quickly just to get my fix — then it’s an addiction that ought to be kept in check.

What about meetings, then?

Everyone seems to be over-the-moon about having short and fast-paced meetings. But I’ve always had long meetings with my clients and colleagues — sometimes meetings that have lasted for hours on end. We would talk, relate to each other, experiment with ideas and concepts, explore various interesting venues of reasoning, and we would laugh, argue, and listen.

With this approach to meetings, we’ve been able to get to places and results that we otherwise would never have gotten to.

Don’t get me wrong. I hate bad meetings just as I hate bad emails and bad coffee. And I can accept that a bad meeting is less bad if it’s being kept short. But the basic problem here is not the length of the meeting — it’s the quality of the coffee… sorry, meeting.

But I can’t see the value of conditioning oneself to have more bad short meetings, or to reply faster and shorter to more bad emails, or to drink more bad cups of coffee and do it faster.

If all of this is part of what constitutes efficiency, then all those gurus can keep all their “efficiencies” to themselves — at least as far as I’m concerned.

The fear of being called lazy or slow

Now, I think I know what many professionals fear in this regard:

They fear being accused of being lazy or worse — being slow.

But see, that’s just not how experience and passion actually works.

Example: If it takes a junior PR consultant 30 minutes to draft a press release, then I could probably produce a press release with the same quality in ten minutes.

If I get 30 minutes to write that press release, the average junior just can’t match my draft — even if given a whole week to try.

And, if would get a good two hours to write that press release, I might even be able to write something worth reading.1

Does this make me slow? Does this make me lazy?

Well, if that were to be true, would that really be so bad, then? For the human side of doing business, I rate experience, passion, and creativity a lot higher than output per minute. Any such repetitive tasks should be promptly outsourced to machines and computers anyway.

Frederick Winslow Taylor is famously known as an early crusader against inefficiency. After a few failed experiments on the factory floor, he got fired — but wasn’t discouraged. Instead he became what could be seen as the world’s first management consultant.

Taylor’s basic premise was that all factory workers were lazy, but that was something that could be fixed with a stopwatch. Well, you get the idea.

As far as I’m concerned: Fuck Taylor. And as for all of you efficiency gurus out there, it’s nothing personal, but fuck you too.

Your reign must be brought to an end.

Your cultural superstardom must have its pedestals sawn clean off. Go and solve a sudoku for time, or something.2

Slowness: Experience, passion, and creativity

Fuck Taylor
Fuck Taylor.

We need a society where young people are encouraged to add that little extra oomph to every delivery — even if they might fail to add actual value each and every time.

We need a society where we appreciate the fact that experience warrants extra time for a level of quality, ingenuity, and innovation that otherwise could never be obtained.

Instead, we should be celebrating experience, passion, and creativity.

Now, I’m turning my phone off to enjoy a slow cup of coffee in my own time. Because anything I produce afterwards will be a whole lot better because of that slowness.

Photo by Nathan Dumlao on Unsplash.


  1. Now, some PR professionals might react to the example of the press release as I’m implying that junior PR consultants rarely produces press releases worth reading. Still, writing press releases is what many junior PR consultants do. To those of you who thinks that I’m out of line here, I’d ask you to randomly collect a whole bunch of officially published press releases and read them through. How many of them, as per your personal estimation, are close to what they could’ve been in terms of quality?
  2. This, however, is truly not fair. Creating and solving sudoku puzzles at the highest level require ingenious craftsmanship, passion, and experience. If you don’t believe me, check out the mesmerizingly slow but also insanely beautiful channel Cracking the Cryptic on Youtube.


Avatar of Jerry Silfwer
Jerry Silfwer
Jerry Silfwer, aka Doctor Spin, is an awarded senior adviser specialising in public relations and digital strategy. Currently CEO at KIX Communication Index and Spin Factory. Before that, he worked at Kaufmann, Whispr Group, Springtime PR, and Spotlight PR. Based in Stockholm, Sweden.

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