Tinderization of Human Courtship – and What It Means for the Business Ethos

Tinderization of Human Courtship – and What It Means for the Business Ethos






January 8, 2019

I vaguely recall reading a research paper on human courtship by a US professor, where he hypothesised a 13 stage courtship process starting with eye-lock to for-ever-after. He had studied several human societies – ranging from primitive isolated tribes to modern urban tribes and concluded that the process was uniformly similar, irrespective of the locale. Sure, it was based on previous studies of animal courtships, and an animalistic view of humanity – but the basic premises was that this process, if short-circuited, generally led to dissatisfaction with the relationship in the long run.

What triggered this thought was news item on Tinder titled – Research: Estimated 750,000 Tinder users have pubic lice, and I started thinking about how Tinder is changing the game of human courtship by re-engineering the courtship process. By making it easier to connect, and taking away the awkward moments at the start of the process, the entire process can be made easier, faster, and more efficient.

But is it more effective?

I have no personal experience, but  the research from the professor quoted above, indicates that the free-agent society may turn out to less happier in the end.

Is this the case of process efficiency sacrificing overall goal of the process? Efficiency killing the effectiveness?

When thinking about the business implications of the process,  I will not go into the societal impact of the free-agent society, or economic impact of the free-lance economy. Rather, I will limit my current thinking to a discussion I was have over the last 2-3 weeks.

One of our clients had been sitting on a project proposal for months even though he knew that the project was essential to survival of his company. This large project involves a fairly large team, and is expected to generate significant levitra online prescription net savings. Yet, for some reason or other, he was not signing off the project. This is not unusual in our game.

Then suddenly 2 weeks ago he wanted to arrange a meeting and short-circuit the project work and complete the project in nearly half the time. I explained to him that the quality of the data, and the analysis would not be robust enough for the purpose of the overall project. In fact, it could be counterproductive.

Unless he is strategically withholding information on his reasons, the outcomes will not be in his best interest, and hence not in ours either.

Is this another case of efficiency killing the overall purpose. Sacrificing effectiveness for the sake of efficiency?

How many times have seen this happen?

Copyright - These concepts, frameworks and ideas are copyright of GLOBAL SUPPLY CHAIN GROUP from the time of their creation. Do NOT copy these without permission and proper attribution.


  1. These ideas and concepts will be usually expressed by our thought leaders in multiple forums - conferences, speeches, books, reports, workshops, webinars, videos and training. You may have heard us say the same thing before.
  2. The date shown above the article refers to the day when this article was updated. This blog post or article may have been written anytime prior to that date. 
  3. All anecdotes are based on true stories to highlight the key points of the article - some details are changed to protect identification of the parties involved. 
  4. You are encouraged to comment below - your real identity and email will not be revealed when your comment is displayed.  Insightful comments will be  featured, and will win a copy of one of our books. Please keep the comments relevant, decorous and respectful of everyone. All comments represent opinions of the commentators.


Our Quick Notes On Five Flows Of Supply Chain Management

Part of our new “Quick Notes” series – this report answers your most pertinent questions of the topic.

  • What are the five flows of SCM?
  • Why are they important TO YOU?
  • How can you map, track, and optimise these flows to serve YOU?
  • What is the importance of difference between "Supply Chain" and "Value Chain"?
  • What are the stellar case studies of each of the five flows?


USD 20


Experimental Models In Supply Chain Management
The Most Promising Application of AI in Supply Chains
How To Use Artificial Intelligence (AI) to Reduce Decision Making Time in COVID-19 Triggered SCM Crises?
{"email":"Email address invalid","url":"Website address invalid","required":"Required field missing"}