We would take something old and tired and common – coffee – and weave a sense of romance and community around it. We would rediscover the mystique and charm that had swirled around coffee throughout the centuries.
The success of the Starbucks has been based on this balance between profitability and a social conscience. Everywhere we’re doing business, were trying to manage the business through the lens of humanity.
Starbucks is not an advertiser; people think we are a great marketing company, but in fact we spend very little money on marketing and more money on training our people than advertising.
Starbucks trying to build a different kind of company around the balance of profitably and benevolence. A social conscience. And that isn’t a program it has to be a way of life.
