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Leading the Starbucks Way: 5 Principles for Connecting with Your Customers, Your Products and Your People
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About Leading The Starbucks Way: 5 Principles For
Excerpt. © Reprinted by permission. All rights reserved. LEADING THE STARBUCKS WAY5 Principles for Connecting with Your Customers, Your Products and Your PeopleBy Joseph A. MichelliMcGraw-Hill EducationCopyright © 2014 Joseph A. MichelliAll rights reserved.ISBN: 978-0-07-180125-6ContentsForewordAcknowledgments1. The Starbucks ConnectionPRINCIPLE 1 SAVOR AND ELEVATE2. If You Don't Have Passion for Your Product, Why Should Your Customer?3. From Replicable and Consistent to Magical and UniquePRINCIPLE 2 LOVE TO BE LOVED4. It's a Matter of Trust and Love5. It Must Thrive Inside to Be Experienced OutsidePRINCIPLE 3 REACH FOR COMMON GROUND6. Assume the Universal: Serve the Unifying Truths of Humans7. Respect, Celebrate, and Customize: Listening and Innovating to Meet Local, Regional, and Global NeedsPRINCIPLE 4 MOBILIZE THE CONNECTION8. Growing the Connection Through Technology9. Personal Relationships Translate: Sharing the Love from People to ProductsPRINCIPLE 5 CHERISH AND CHALLENGE YOUR LEGACY10. Honor the Past, but Don't Be Trapped in It11. Taking the Long View: Building Success That Lasts12. Forging a Real Lifestyle ConnectionBibliographyIndex CHAPTER 1The Starbucks ConnectionA couple in Switzerland make their first visit to a Starbucks(r) store and arewelcomed enthusiastically. When asked what they'd like to have prepared forthem, they both respond that they aren't there to make a purchase. They justwant to see "what all the Starbucks fascination is about." They become regularsat that store.A partner (as employees are called at Starbucks) shares how he was "moved" whileattending the funeral of a regular customer. During the eulogy, the son of thedeceased expressly mentioned the significance of those daily interactionsbetween his father and that Starbucks partner.A man sits alone at lunch in his favorite Starbucks store and tells a greenapron–clad Starbucks barista (coffee preparer) that the store is his middayrefuge, noting, "At Starbucks, you are nice to me, you remember me, and you seemgenuinely grateful that I am here."These actual stories exemplify a company whose leaders establish a compellingvision and manifest behaviors that culminate not only in product sales but inpowerful, loyalty-rich human connections. You are probably looking into thepages of this book to essentially understand how "all this Starbucks fascinationcomes about." How do leaders at Starbucks strategically and tactically stewardthe company's products and people to build customer engagement, loyalty,advocacy, and even brand love? How do these leaders model and inspire excellencein product delivery, the creation of moments of authentic service, anenterprise-wide appreciation for the importance of shareholder value, and acontagious demonstration of social conscience? You are probably also interestedin what Starbucks partners are doing to expand relationships beyond the caféenvironment, how they leverage technology to enhance customer experiences, andthe ways in which they customize offerings to address local desires across theglobe. Ultimately, lessons from Starbucks leaders, managers, and frontlinepartners will teach you to build connections with those you serve to effectivelyenrich your business and personal life.STARBUCKS: A LEADERSHIP BENCHMARKStarbucks is consistently recognized as one of the world's most effectively ledand beloved brands. For example, Entrepreneur magazine ranks the company amongthe 10 "most trusted" businesses, and Fortune magazine places it among the "mostadmired" global brands. Before delivering an important jobs speech, U.S.president Barack Obama placed a call to the president, chairman, and chiefexecutive officer of Starbucks, Howard Schultz, because of Howard's leadershipon job creation. Fortune magazine has named Howard Schultz as businessperson ofthe year, and other magazines have suggested that he is among the top tier ofglobal leaders when it comes to his impact on business ethics. Leadership acrossall levels of the c
