Forbes.com
- Lesson #1: Know What Business You Are In: Schultz believes, that although their product is coffee, it is not their business. Their business is the people business, which means treating their employees with respect and dignity..it’s all about the human connection.
- Lesson #2: Make An Emotional Connection With Your Customers: Through rapid growth, Starbucks lost their emotional connection with their brand and customers. The atmosphere, scents, experience and conversations were lost. In order to rebound, Schultz worked to re-create that emotion with employees and customers.
- Lesson #3: Tell the Brand Story: Leveraging multiple channels (on-line, commercials, social media), Starbucks needed to provide uplifting comfort and communication back into their stores. Above everything else, Schultz believes that work should be infused with purpose and meaning.
