One Day a Week

Seven months in, a trained baker follows André's method exactly and the bread still comes out wrong. Trade is falling, his business partner wants a €28,000 machine, and nobody can yet say what kind of problem it is.

Venture in Play · Case 2 — A Masa Madre Story

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Revised October 1st 2026. The first version had two gaps: no customer ever spoke to the owners, and the owners missed evidence that people in their position would have caught. Two scenes have been added after the decision and some figures corrected. The decision itself is unchanged, so an answer you gave before still stands.

He had kept the notebook four years. A page for the flour, a page for the water, a page for every fold in the coil. He had never opened it to look anything up.

It's about a problem nobody has a test for. A trained baker does exactly what she is told, and the bread is still wrong. Nobody in the building can yet say what kind of problem that is. André, who might know, has never been able to write it down.

Watch which things André measures and which he only judges, and what each person knows but does not tell the others. The case pauses before he decides. You name the problem first, then you see what he called it.


The decision

What kind of problem it is when a trained baker follows your method exactly and the bread is still wrong.

What you'll practise

Deciding what kind of problem you have when the evidence supports three different answers.

Where things stand

Seven months trading, a sous baker four months in, a shop quieter than it was, and one production day a week when nobody watches how the bread gets made.

The plan

Each case contributes to Masa Madre's Lived Business Plan. See what this one added:

§3 The product and its constraints · §7 People, and how craft moves between them

5 of 11 sections filled


Part One

Seven months in, two trays went back on the second Saturday in April: 13 coils, 4 almond and 6 plain. André counted what came back, and Wouter counted what went out.

The plain had never sold. They made them because the dough was there.

In the opening week they had sold out by 10:10. A woman from Tuindorp stood in the doorway and said she would try again next week. In April there was bread left at four.

They had sold 127 coils that Saturday, against 168 on a Saturday last autumn. Not a business in trouble. A business that had been busier six months ago.

The street had not changed: the hardware shop, the two hairdressers and the bank branch that had been dark for a year. The market at the far end still filled the pavement from ten.

He had shaped 140, the same as the four Saturdays before it. They went into the retarder, the cold cabinet where shaped dough waits overnight, on the Friday afternoon, before anyone had come through the door.

Through the winter he had thrown out 6 coils in every 100. Since the end of February it had been 9, and 13 on a Saturday like this one.

Sanne came through from the back with the last rack of trays and started stacking them for washing. She had joined as sous baker 4 months earlier, from a production bakery on the ring road where she had spent 4 years taking 300 units an hour off a line. On her first morning she moved the proofing cloths to the left side of the bench, where her hands went for them. She asked him afterwards whether that was all right.

How many of the plain? Sanne said.

Six.

Make four next week.

We make six because the dough's already there, André said.

Then make four and put the rest into coils. She stacked the trays. The dough's there either way.

She was right, and he told her so. She wrote the change on the day sheet.

Out front Fenna was cashing up with her coat already on. She had been working the counter since August, 3 days a week around a degree she was two years into. Neither André nor Wouter knew what the degree was in. She had sold shoes before that. She could explain the Volta to a stranger: the coiled shape, the sourdough starter that bakers call the mother and André fed twice a day, and the day and a half it took to make. André had never had to explain it, and nor had Wouter.

The café had served 70 people at its 20 seats.

Anyone say anything? André said.

A man asked if we did a normal white.

What did you say?

I said no. She snapped the till drawer. He said fair enough.


Part Two

Wouter came in on the Monday, when nothing was made. André was feeding the mother.

He set his printout of the financial model on the counter, facing André. He did not start with the machine. He started with the room.

The bakery's been between fourteen and eighteen degrees since February. He had read the temperatures off the morning log sheets and put them in a column. So any timing you give Sanne today is wrong by the end of the week. Not because she gets it wrong. The temperature changes every day, and the timing you gave her doesn't.

André put the lid back on the mother.

We've got a retarder. It keeps the shaped dough cold overnight so it barely rises, and that's all it does. Wouter turned the sheet round. This one keeps it cold, then warms it on a timer so it finishes rising by the time you walk in. Temperature and humidity, on a clock. You have been telling me for a year that the weather gets into the bread. This is the machine that keeps the weather out of it.

It isn't that simple.

Then say the part that isn't simple.

André did not.

Right. Then the other half. He turned the sheet over.

now with the machine
André starts 4:00 6:00
Sanne starts 4:30 7:00
First bake out when the room allows 7:00
Night surcharge both, six days gone

You'd start your shift at six instead of four, Sanne at seven instead of half four, and she'd stop having to guess when the dough will be ready. He tapped the bottom of the sheet. Electricity's on there. Service contract. And two weeks where we run both, the machine and the old way side by side, while we set it up and check it makes the same bread. On wages alone it pays back in nearly nine years. He waited. Bring waste down from nine in a hundred to six and it's a little over two. I ran it again at three-quarters of what we're doing now, in case the spring stays like this.

André read the sheet twice. Every line on it was right, down to the two weeks of running both ways. The waste line had a note beside it in Wouter's hand: manufacturer — cuts waste by a third. The 9 in every 100 was their own number. The 6 was the maker's, from other people's bakeries.

He knew what his objection was. The machine worked on the second rise, the shaped coils sitting overnight in a closed cabinet. What he judged every morning was the first rise, the whole batch in an open tub before anyone shaped it, and the machine never touched that. Saying it properly would take the rest of the morning, and he had the mother to finish.

No, he said.

No to which part.

No to the machine.

That's the same word twice. Wouter did not raise his voice. He had never once raised his voice about money. I've costed it. I've run it down at three-quarters. I have asked you twice what it does to the bread and you have not answered either time.

There was a version where he said exactly that. He got as far as knowing it was true, and then a second reason came, which was worse. If the machine set the timings, he and Sanne would only be loading it, and in a year nobody in the building would know why it was set where it was.

He did not say that either.

I'll think about it.

You said that in February.

Wouter left the printout on the counter, and by Thursday it had moved to the shelf above the bench. It stayed there. Wouter brought it up again on the Sunday, and again the week after that.

Wouter has costed the machine, brought the printout back twice, and asked twice what it does to the bread. He has had no answer either time. He is not arguing about wages first. He opened with the room's temperature, which has moved between fourteen and eighteen degrees since February, and only came to the hours and wages after that.

Before you decide who is being unreasonable, work out what each man is describing. Wouter's machine does its work overnight, in a sealed box, on a programme. What André reads happens earlier, in the morning, in an open tub, before anyone has shaped anything, in a room that was two degrees different last week. Ask whether those are the same stage of the same process — and whether anything in that conversation would have forced either of them to say.

Where does an argument keep coming back in your own operation in the same shape it had last time? Before you take your side again, write down the exact step you mean — and get the other person to write down theirs.


Part Three

Tuesday was the day he was alone.

The shop was open five days and the bakery produced on six. Sanne's contract covered five. He came in at 4:00 to a shop with the blinds down and made Wednesday's bread.

He fed the mother at 4:00 and mixed the dough at 4:20. The room was 15 degrees, 2 up on the week before, so he used colder water to slow the dough down. But he did not write that down. He never did.

He had planned 4 hours 30 for the first rise, and it was ready 40 minutes early. He knew because from the third hour he had been lifting the corner of the dough with the back of his hand every ten minutes. At 3 hours 40 it still stuck to the tub. At 3 hours 50 it came away clean.

He shaped 120 coils, 20 fewer than Saturday, and they were in the retarder by 10:30. He did the ordering, ate standing up, filled in the log sheets for Wouter's file, and locked up at 2 pm.

As far as he could tell, it had been like every other Tuesday.


Part Four

The Wednesday bake was the best bread he had made since the autumn.

He knew it from the first oven load: the ridges stood, the grooves were the colour they were supposed to be, and the underside gave under a thumb and came back. The second load was the same, and so was the refill at 10:30. Nothing needed correcting all morning.

In the whole day 31 people came through the door.

Wouter said the number at 4:00, at the end of the bench, the day's sheet in his hand.

Thirty-one, he said. Same as the day we opened.

The day we opened, nobody knew we were here.

I know. Wouter wrote something. Seven months later and we're back to that. It's a Wednesday in April, so it isn't the weather, and the school holidays aren't till next week. People have stopped coming.

Sanne was on the bench behind them with the next day's coils, working through a tray at the rate she worked at. Wouter watched her for a bit.

She's quick, he said.

She is.

Was she that quick in January?

No.

Wouter put the sheet under his arm and went back to the counter. Fenna had it to herself and nothing to do at it.

We never opened, she said.

Wouter looked up.

Properly, I mean. Other places do an evening. Invite people in. We took the boards down on a Thursday and that was it.

We had nothing to give away, Wouter said. We were selling out by ten.

We're not selling out now. We've got plenty to give away today.

He went back to the sheet. He did not write her idea down, and neither of them mentioned it again.

At 3 pm André had 50 coils and both trays of pastry left. He had shaped 120 on the Tuesday. Wednesday wanted 70.

Sanne had come in at 4:30 and worked on Thursday's mix. She had not touched Wednesday's dough, which was shaped and in the retarder before she arrived.

He stood with that and did nothing with it.

Then he pulled the four Wednesdays before it out of the sheet, and the four before those, to see whether Wednesday's bread came back less often. The sheet did not show it either way. He had one Tuesday to go on, and the only way to get a second was to take Sanne off the bench for weeks.

One Tuesday. One Wednesday bake, the best since the autumn. And 31 people through the door that Wednesday, the same as on opening day. The better bread did not show in the count.

André now believes the difference is in his hands, not in the method. He found that out on the one day a week he works alone, and he cannot run that day again without taking Sanne off the bench for weeks. Getting her to do what he did would mean repeating it with her beside him, and he does not know how to show her, because none of it is written down.

Most operating beliefs are like this. Not tested, not testable in the time available, and held anyway, because something has to be.

Pick one thing you currently believe about why your business works. What is it actually resting on — and if it rests on one occasion, could you say out loud how many?


Part Five

He tried on the Thursday morning.

They were both at the bench from 4:30, and the dough was rising in the tub. He took his notebook out of the drawer and opened it beside the tub. He had kept it for four years and never needed to open it. This time he wanted her to see what he checked, and why.

Come and look at this with me, he said.

Sanne came and looked. The dough had been rising for 2 hours 40. She put the back of her hand under the edge of it and lifted, the way she had watched him do it since January.

It's not ready, she said.

No. What tells you.

She took her time.

It's tight. And it's cold at the bottom of the tub.

Good. Both true. He put his own hand in. It's got about an hour and ten.

Why an hour and ten?

He opened his mouth. Nothing came.

He tried three times. He said the room was up two degrees on Tuesday — true, and it meant faster, not slower. He said the mother had been fed at a different hour — also true, and he could not get from there to an hour and ten by any route he could say out loud. He said the dough was tight now, but that the tightness was of a particular kind. Sanne asked what kind. He said it in Spanish. He never spoke Spanish in the bakery. Then he said it was the difference between a dough holding on and a dough holding back.

She wrote 1h10 on the day sheet.

An hour and ten minutes later he said it was ready, and it was. They shaped, and she was faster than he was and always had been: 64 pieces to his 51 in the hour. Every one of hers was correct.

The weather turned on the Thursday night. On the Friday the room was 17 degrees, warmer than the day before, and warm dough rises faster. André was doing the ordering when the dough reached the same point as Thursday's, and he called across the bench without getting up: give it the hour and ten, from the same point. Sanne timed an hour and ten to the minute and put it in the retarder.

Saturday's coils came out flat at the ridge and dense a centimetre in from the crust. The dough had risen too long. They were fresh, safe and legal, and not what the shop sold. They put them out anyway, and nobody sent one back.

He could not tell her what she had done wrong. She had not done anything wrong. She had done what he said, in the order he said it, from the point he gave her.

That evening he counted the Tuesdays he had baked alone since Sanne started, and then the Tuesdays in a year. He wrote neither number down, and he did not say why.

The notebook was still open on the bench on Saturday afternoon, at the page it had been open at since Thursday: how much water, when to fold the dough, two temperatures, and how far each was allowed to move.

Nothing in it about a person.

A recognition

Seven months open. Sanne works five of the six production days. On Tuesday, her day off, André bakes alone, and that week his bread was the best since the autumn. He has one Tuesday as evidence, and he cannot explain what he did differently. Sanne is fast, careful, four years trained, and does exactly what he tells her. Trade is down on the autumn, and the season does not explain it. Wouter has costed a retarder-proofer: a €28,000 cabinet that controls the temperature and humidity of the dough overnight. André has refused it twice, for two reasons he has not given Wouter. It works on the overnight rise, not the morning rise he judges. And once it sets the timings, nobody will know why they are set where they are.

Which is it?

What's actually on the table

If you chose training, you are betting Sanne gets there with time. The cost is six more months on a method that has already produced one bad Saturday bake, and a baker judged against a standard nobody has explained to her.

If you chose process, you are betting what André knows can be written down or handed to a machine. The cost is the hours spent rewriting the method, or €28,000 on a machine that would not have prevented that bad bake.

If you chose transmission, you are betting it can only be passed on by working beside him. The cost is years of André's time at the bench every morning, no fix for the bread now, and an apprentice who won't be ready for about three years.

The same evidence supports all three answers. You are choosing which risk to take.

He chose the third one.

He did not buy the machine. He changed nothing for Sanne, not her roster, her hours or the method, and he did not tell her what he had seen on the Tuesday. On the Monday he phoned the trade school and a chef he had worked under in Ghent. By the end of the week he had an apprentice: a boy of 17, starting in May, four days a week, at the shaping bench next to him.

You chose: The evidence you set against it:

Nothing in the bakery changed that week. What changed was what André thought the problem was.


Coda

Six days later, on the Sunday, Wouter took the news at the counter, still holding the till report.

Four days a week from May, he said. How long before he's any use?

Three years. Four.

Four. He put the report down. The machine is twenty-eight thousand, once. The boy is eighteen thousand a year, and four years of him is seventy-two. That's about two and a half machines.

At the end of it he'll be able to do what I did on Tuesday. Make a day's bread on his own and have it come out right.

So would the machine, in a fortnight, and I could tell you what it cost. Wouter looked at the shelf above the bench, where the costing still sat with a coffee ring on the corner. Three times now I've asked what it does to the bread. You haven't answered once.

I have an answer.

Then it's no use to me. And it's no use to her either. Wouter looked through to the bench. She's the best hire we've made. She's faster than you, and I've never seen her get one wrong. What's wrong with her?

Nothing.

Then why the boy?

André did not answer that, and neither of them moved.

I'm not stopping you, Wouter said. It's your bread. I'm telling you I've stopped believing there's a reason.

He picked the till report up again and looked at the first month's column.

So do something about the ones who've stopped coming. One evening, after we close. A sign in the window, and Fenna asks the regulars she knows by face. You show them how the Volta's made, I do the coffee, and everyone goes home with one. It costs us a tray and an evening.

Not yet.

When?

When I can promise it's the same bread two days running, André said. I couldn't the Saturday before last. I'm not asking people back to that.

Wouter looked at the waste line, 9 in every 100 and up from 6 in the winter, and did not argue. That evening he added the apprentice's wage to the model. He did not take the machine costing off the shelf.

Sanne asked on the Tuesday of the following week, at the sink, with her sleeves up.

Is the boy because of Thursday?

No.

Because on Friday I did what you said. The hour and ten, from the same point.

I know you did.

So what's he for?

André turned off the tap for her. I should have had someone learning from me years ago. That's all it is.

She dried her hands and did not ask again.

He fed the mother at 2 pm and locked up. He had learned the same way. In Ghent he spent eighteen months at another baker's bench before anyone let him decide anything, and two more years before a head baker went home early and left him in charge. Nobody wrote any of it down.

Now he would do the same to a boy of seventeen, 4 days a week, from May. In four years of the notebook he had written down the water, the temperatures and the timings. Never how to tell when the dough was ready.

On the Thursday of that week André was alone on the counter at 3:30. It was Fenna's day off, and Wouter was in town. A woman came in and walked past the shelves without looking at them, past the Volta tray, still half full.

I came in the first week, she said. You'd sold out.

I remember. You said you'd try again.

I did. I've come most weeks since. She put her purse on the counter and did not open it. The Volta was stale last week. And the week before.

I'm sorry. He meant it. When did you buy it?

After work, on my way home. I eat it in the evening, cold, with a coffee.

And it tasted old.

Like it had been sitting. She looked past him at the bench. I looked for you the last few times. I wondered if you were ill.

I'm here. I'm in the back most days. He took a Volta off the tray and wrapped it. Take this one. If it's stale, bring it back and tell me. I want to know.

She took it. Next week, then, she said. It was the second time she had told him that.

He did not tell Wouter about her. He wanted to hear what she came back with first.


What This Case Is About

André kept a good notebook. Four years of it: how much water, when to fold the dough, the oven temperatures, and how far each is allowed to move.

What's not written down is how he knows when the dough is ready. He judges it by touch, in a room whose temperature changes every day, adjusting for the temperature, the flour and when the starter was last fed, without ever having separated them. Asked to explain it to Sanne, he couldn't. Some of it could probably be documented: Wouter already logs the room's temperature every morning. Some of it may not be. Nobody has tried to find out which is which, and that is André's problem to solve, not Sanne's.

Sanne did nothing wrong. She is faster than André and more accurate. She was right about the plain pastries, and André said so. She came from a production bakery where everything ran on a schedule, and she has been working at Masa Madre for four months. Someone trained that way follows an instruction exactly. That is a strength until the instruction is incomplete, and on the Friday it was.

André has reached a conclusion about Sanne and holds on to it. Wouter, on the same evidence, sees a fast, accurate baker and a problem solved. Their errors are opposites. André's standard lives in his attention, so anyone who isn't him falls short of it in ways he can't name. Wouter believes anything that works once can be written down and repeated, so someone who follows the method exactly looks like proof that it works.

The machine argument is the same clash in a second place. The machine controls the second rise, overnight, in a closed cabinet. André's judgement happens earlier, in the first rise: the same morning, in an open tub, before the dough is even shaped. The machine never touches that stage. Friday went wrong in the first rise, so the machine would not have saved that Saturday. What it would buy is two hours off both their mornings and a steady overnight stage: it takes over one decision and leaves the judgement around it where it was. André knows which stage he means and never says it, and Wouter never asks the question that would make him. So Wouter walks away believing there is no reason, because he has been given none.

The root is quality, but there are two quality failures here, with different causes. The flat Saturday came from a first rise that ran too long: a question of who reads the dough. The Volta the woman from Tuindorp found stale was baked in the morning and eaten in the evening: a question of when the bread is baked. They need different fixes, and 'quality' names neither. Whether either one explains the customers who stopped coming, nobody can yet say. Wouter has ruled out the weather and the school holidays, nothing more.

What the case establishes is this. The evidence fits three diagnoses: Sanne needs time, the method needs writing down, or the skill has to be handed on in person. Each buys a different fix at a different price: patience, a €28,000 machine, or €72,384 of apprentice over four years. Nobody can yet tell which problem they have. André commits to the slowest and most expensive fix without showing anyone why. The machine would not have saved that Saturday either. It solves a different problem, fixed hours and a steady overnight stage, and whether the business needs that is a separate decision André has refused without making it. He learned his trade by standing next to people for years. He has known that since he was seventeen, and at thirty-nine he has started doing it to someone else on purpose.

André now has a plan that is slow, and may be right. He also has a baker who is being measured against a standard he has not managed to say out loud, and who has not been told she is being measured.

Two questions, and the second one is the harder one.

First: in your own operation, name something you know how to do but have never been able to explain. Then try to write it down. Which part could you not put into words?

Second: who is currently being assessed against it without being told that it exists?


End of case

Read what's next

André has chosen an apprentice over the machine: a trainee who learns by standing next to him, costing about two and a half times the machine over four years. He still has not told Wouter why. A regular has also told André that the Volta she buys after work tastes stale by the evening. Neither the machine nor the apprentice fixes that. It is about when the bread is baked, and only the customers can tell them. So far the founders have asked one. The next case picks up when a second site comes on offer.

Read Two Doors

See the business plan

This case set down what one production day a week without a witness costs, and what the notebook turned out not to contain.

Masa Madre's Lived Business Plan →

The individuals, companies, and events in this case are fictional composites, created for illustrative and educational purposes. Any resemblance to actual persons, businesses, or events is coincidental.