Another Tim Horton’s opened recently (so what else is new?). This means I now have three locations in close proximity to my office.

Today, I got off the subway a stop earlier than usual to try out the new one.*

And, glory of glories, this Tim’s wasn’t as crowded as my other regular haunts. I figured that’s because it’s off the beaten PATH and people hadn’t discovered it yet.

It also didn’t have the de rigeur long and winding line-up. There were three cash registers open and you were free to choose whichever one you wanted. Free to choose! That’s become a bit of an anathema in well-behaved Toronto, which likes to adhere to the ‘first come first served’ rule whenever more than two people are waiting.

I did a quick scan and noticed the line farthest from the door only had a single person in it. So I walked over, though there were varying numbers of people in the other lines. I felt as if I was doing something illicit; that I would be spoken to harshly for my impudence and sent to the back of the cue.

But my turn came and went without an incident. I was served and gone before many of the others who’d arrived before I did.

So why didn’t any of those folks move to the smaller line? I think it’s because we’re programmed to resist change. It doesn’t matter matter how small it is, as long as it’s the least bit different, it’s best to keep out of the way; steer clear of the unknown, thank you very much.

The trouble with that attitude is we become so used to the status quo that we can’t (see) smell the coffee for the beans.**

*That’s not the only reason: I, too, think it’s a good idea to make small changes to your regular path. You never know who you might encounter or what fresh perspectives you might gain.

**I’m not sure if that makes sense, but it sounds good and I think you know what I’m getting at.

About Martin Waxman


Martin Waxman, MCM, is a digital communications strategist. He conducts AI research, leads digital and social media training workshops and speaks at events across North America. He's co-founder of two PR agencies, president of a consultancy and has worked in the industry for nearly 30 years. Martin is a LinkedIn Learning instructor, teaches digital strategy and social media at McMaster University, the Schulich School of Business, University of Toronto SCS and Seneca College. He's a member of the Institute for Public Relations Digital Media Research Center and a past-chair of PRSA Counselors Academy. He has a Master of Communications Management (MCM) from McMaster-Syracuse Universities.