Stanley Fish's Getting Coffee Is Hard To Do

Stanley Fish wrote Getting Coffee Is Hard to Do, to talk about how hard it is to get a cup of coffee today. It used to be that when you wanted a cup of coffee you went into a nondescript place fitted out largely in linoleum, Formica, and neon, sat down at a counter, and, in response to a brisk “What’ll you have, dear?” said, “Coffee and a cheese Danish.” Twenty seconds later, tops, they arrived, just as you were settling into the sports page (Fish, n.d.). He then continues on to say how the décor of coffee shops today have changed compared to how they used to be. The position that Fish takes in this essay is to defend the title. He is simply trying to get the point across to his readers that getting coffee today is not as easy as it was before. Constant connectivity, contextual relevance, and multi-screen world are changing both online and offline shopping (Ramaswamy, 2013). …show more content…
Today’s shoppers have become accustomed to doing their own research to get the maximum value out of every dollar they spend, and to feel secure about the purchases they’re making (Ramaswamy, 2013). The purchasing process of clothes could be compared to the process that Fish mentioned about the coffee. It costs a lot, the cost of clothes today are considered to be expensive compared to what they used to be. There are over a hundred different name brand of clothes, and depending on which brand someone buys, depends on the cost that they pay for the clothes. When there are sales going on, many consumers buy their merchandise offline because they want to be sure that they will get it. Fish mentioned that there is an endless round of “excuse me,” “no, excuse me” that happens when two or more people are doing the same thing as you in the coffee shop; this could also apply to the politeness that is sometimes present in stores when there are sales going