After a year of fighting against the tide of time mis-management in Lesotho, I am beginning to piece together a theory as to why the American/Western style of business is so very different from the African (or at least Basotho) style of business. It all boils down to perceptions of time and efficiency.
So many people here do not seem to recognize the equation time=money. In fact, time is seemingly treated like a boundless resource that has no financial implication attached it whatsoever. And this small understanding gets to the heart of so many frustrations that Westerners have in Africa. If time here has no limit and no cost, then efficiency is only measured in terms of money. Therefore, to be efficient means only to spend the least amount of money. The concept of “value” (as Westerners define it) has no real meaning.
Allow me to present a small but illustrative example. It’s summertime in the southern hemisphere. And the office I share with two other people and three computers does not have a window that can be opened. As you might imagine, the sweltering and stagnant heat suspended in the air more than distracts us from our full levels of productivity. So, we asked the office to purchase a floor fan to at least move the air about and provide a meager sense of relief. Easy solution, right? We even offered to run down to the store and pick one up immediately.
Instead, we were told that the proper process was to visit three stores and gather three different estimates, which would allow the office to purchase the cheapest option.
Floor fans cost about $30-40 each.
But taking the 30 minutes to go out and buy one isn’t considered efficient because we might not purchase the cheapest one out there. Instead, we need to send a driver in an office car to three different stores in town, use up fuel needlessly, and meanwhile, allow three program managers to spend half the day thinking about how GD hot it is rather than doing their work. Nevermind the fact that the cheapest fan is also likely to be the one to need replacing in about 3 months.
I see a similar thing happening in the checkout lines at local stores like Woolworths. Let me tell you, the Woolworths cashiers chew up the clock better than the Chicago Bears offense leading 20-18 with 8 minutes left to go in the second half. With a remarkable ability to defy the laws of time and space, these cashiers make time stand still as they take your kitchenware, place it on the counter, search for the price tag, reach for the scanner, scan the price tag, look at the monitor, look at you, tell you the price, accept your money, count your change, hand you the change, reach down for a plastic bag, open the bag, place your items into the bag, shake the bag free of the counter, remove your receipt from the printer, place the receipt in the bag, then slowly hand the bag over to you as though they’re still not quite sure you should be the rightful owner of this kitchenware. Meanwhile, the line is piling up behind you and you’re pretty sure that some shoppers have given up in despair. Every disappearing shopper is money lost and could have been kept in line with faster cashiers, but noooo, time has no value.
If my theory holds, I wonder what could be the cause? Why such a different understanding of time? And is it what also makes people walk so damn slowly here?