Before I could even express my amazement, another officer traveling with us took me aback by saying that this technology had “flattened” the military hierarchy-by giving so much information to the low-level officer, or even enlisted man, who was operating the computer, and empowering him to make decisions about the information he was gathering. While I'm sure that no first lieutenant is going to be allowed to start a firefight without consulting superiors, the days when only senior officers had the big picture are over. The military playing field is being leveled.
I told this story to my friend Nick Burns, the U.S. ambassador to NATO and a loyal member of the Red Sox Nation. Nick told me he was at CentCom headquarters in Qatar in April 2004, being briefed by General John Abizaid and his staff. Abizaid's team was seated across the table from Nick with four flat-screen TVs behind them. The first three had overhead images being relayed in real time from different sectors of Iraq by Predator drones. The last one, which Nick was focused on, was showing a Yankees-Red Sox game.
On one screen it was Pedro Martinez versus Derek Jeter, and on the other three it was Jihadists versus the First Cavalry.
Flatburgers and Fries
I kept moving-all the way back to my home in Bethesda, Maryland. By the time I settled back into my house from this journey to the edges of the earth, my head was spinning. But no sooner was I home than more signs of the flattening came knocking at my door. Some came in the form of headlines that would unnerve any parent concerned about where his college-age children are going to fit in. For instance, Forrester Research, Inc., was projecting that more than 3 million service and professional jobs would move out of the country by 2015. But my jaw really dropped when I read a July 19, 2004, article from the International Herald Tribune headlined: “Want Fries With Outsourcing?”
“Pull off U.S. Interstate Highway 55 near Cape Girardeau, Missouri, and into the drive-through lane of a McDonald's next to the highway and you'll get fast, friendly service, even though the person taking your order is not in the restaurant-or even in Missouri,” the article said. “The order taker is in a call center in Colorado Springs, more than 900 miles, or 1,450 kilometers, away, connected to the customer and to the workers preparing the food by high-speed data lines. Even some restaurant jobs, it seems, are not immune to outsourcing.
“The man who owns the Cape Girardeau restaurant, Shannon Davis, has linked it and three other of his 12 McDonald's franchises to the Colorado call center, which is run by another McDonald's franchisee, Steven Bigari. And he did it for the same reasons that other business owners have embraced call centers: lower costs, greater speed and fewer mistakes.
“Cheap, quick and reliable telecommunications lines let the order takers in Colorado Springs converse with customers in Missouri, take an electronic snapshot of them, display their order on a screen to make sure it is right, then forward the order and the photo to the restaurant kitchen. The photo is destroyed as soon as the order is completed, Bigari said. People picking up their burgers never know that their order traverses two states and bounces back before they can even start driving to the pickup window.
“Davis said that he had dreamed of doing something like this for more than a decade. 'We could not wait to go with it,' he added. Bigari, who created the call center for his own restaurants, was happy to oblige– for a small fee per transaction.”