John Moore

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John Moore
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GROWTH
PARADOX
of
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The smaller you are, the bigger you must LOOK.
The bigger you are, the smaller you must GET.
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Over the past ten years we have had to make a
series of decisions that, in retrospect, have
lead to the watering down of the Starbucks
experience, and, what some might call the
commoditization of our brand.
Howard Schultz Internal Memo Feb. 2007
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Our biggest challenge is to get big, but stay
small.
Howard Schultz Starbucks chairman ceo
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Building the Business Creates the Brand
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Have a Strong Point-of-View
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takeaway
Style is the best form of advertising.
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the STARBUCKS brand
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Evangelical Employees can Perform Miracles
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Starbucks Partners should Embody Five Traits
1 Welcoming 2 Genuine 3 Knowledgeable 4
Considerate 5 Involved
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Further Learning
www.brandautopsy.com
BOOK
john_at_brandautopsy.com