Leading the Starbucks way : 5 principles for connecting with your customers, your products, and your people

305 Pages·2014·10 MB·English

by  Michelli, Joseph A

Praise for
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Leading the StarbuckS Way
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“Starbucks Coffee and Tea Company began just a few blocks 4
from my business, the Pike Place Fish Market. Joseph Michelli 5
helped me tell the story of how we create engaging and powerful 6
experiences at Pike Place Fish. He has also been trusted to work 7
with and share business principles used at companies like Star- 8
bucks, The Ritz-Carlton Hotel Company, and Zappos. In Leading 9
the Starbucks Way, Joseph takes an incisive look at the leadership 10
excellence of Starbucks. Unlike his prior book about the coffee 11
leader, Leading the Starbucks Way helps you leverage the con- 12
nection you build at the person-to-person level while expand- 13
ing your customer bond globally, through technology, and even 14
onto your products and goods. What are you waiting for? Buy 15
the book, dive-in, gain practical tools, and be transformed!” 16
—John Yokoyama, 17
Owner of the World Famous Pike Place Fish 18
Market and coauthor of When Fish Fly 19
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“Joseph Michelli offers interesting insights into the fundamentals 21
involved in creating the world’s biggest coffee chain. As a busi- 22
nessperson, you will learn how Starbucks leaders drive success 23
as well as how they learn from setbacks. By reading Leading the 24
Starbucks Way, you will be able to bypass many business pitfalls 25
and streamline your pursuit of desired business objectives.” 26
—Martin Lindstrom, 27
bestselling author of Buyology and 28
Brandwashed 29
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“Culture is everything! This fast-moving, fascinating book gives 31
you countless practical ideas you can use immediately to create a 32
company climate of inspiration and loyalty.” 33
—Brian Tracy, author of Full Engagement 34
“In Leading the Starbucks Way, Joseph Michelli shows us how
a small Seattle-based chain of coffee shops became one of the
most beloved brands on the planet. Charming, real-life examples
of true service culture blend with behind-the-scenes corporate
training strategies to create a pleasant and interesting read. So
grab a cup of coffee, put your feet up, and read this book!”
—Ken Blanchard,
coauthor of The One Minute Manager® and
Leading at a Higher Level
“As a Seattleite who remembers when there was just one Starbucks
store on the planet, I continue to be fascinated by the company’s
evolutionary journey to corporate icon. Michelli identifies the
principles by which Howard Schultz and his team passionately
perform in a culture that loves, respects, and rewards suppliers,
employees, customers, shareholders, and the community.”
—Robert Spector,
author of The Nordstrom Way and coauthor
of the forthcoming What’s Love Got to Do
with It?: Courting, Catching, and Caring for
the Ideal Customer
“Leading the Starbucks Way provides the key success factors of a
lifestyle brand that is globally scaled, locally relevant, and pow-
ered by the passion of the Starbucks culture.”
—John Timmerman, PhD,
Senior Strategist of Customer Experience
and Innovation, Gallup
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5 Principles for Connecting
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with Your Customers, Your
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Products, and Your People 20
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Joseph A. Michelli 24
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NEW YORK CHICAGO SAN FRANCISCO 31
AtHENS LONDON MADRID 32
MEXICO CItY MILAN NEW DELHI 33
SINGAPORE SYDNEY tORONtO 34
Copyright © 2014 by Joseph A. Michelli. All rights reserved. Printed in the United States of America. Except
as permitted under the United States Copyright Act of 1976, no part of this publication may be reproduced or
distributed in any form or by any means, or stored in a database or retrieval system, without the prior written
permission of the publisher.
ISBN: 978-0-07-180126-3
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All trademarks are trademarks of their respective owners. Rather than put a trademark symbol after every
occurrence of a trademarked name, we use names in an editorial fashion only, and to the benefit of the
trademark owner, with no intention of infringement of the trademark. Where such designations appear in this
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All materials contained in this book are protected by United States copyright law and may not be reproduced,
distributed, transmitted, displayed, published, or broadcast without the prior written permission of the author,
Starbucks Coffee Company, or the owner of other content, as the case may be. You may not alter or remove
any copyright or other notice from copies of the content.
Starbucks® coffee, Starbucks® café, Starbucks VIA® Ready Brew, Frappuccino® blended beverage, Seattle’s
Best Coffee® café, Seattle’s Best Coffee® coffee, Tazo® Tea, and other names or marks in this book are
trademarks of Starbucks Coffee Company. The absence of a trademark from this list or the absence of TM, SM,
or ® symbol in connection with the marks in the book does not constitute a waiver of any intellectual property
rights that Starbucks has established in any of its trademarks.
Pike Place is a trademark of The Pike Place Market PDA, used under license.
Keurig and K-Cups are trademarks of Keurig, Incorporated, used with permission.
K-Cup® packs for use in Keurig® K-Cup brewing system.
This book was prepared with the assistance of The Starbucks Coffee Company. The titles of the Starbucks
partners and other Starbucks facts were accurate at the time the book went to print.
The author is not employed by or affiliated with Starbucks.
All internet addresses provided in the book were accurate at the time the book went to print.
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Essential leadership guides
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PRAISE FOR JOSEPH MICHELLI
“Required reading for anyone who wants to learn “If you’re looking for an inspirational path for
how to create passionate employees and customers!” creating a likable, trustworthy, and wow! organization,
—Ken Blanchard, coauthor of The One Minute Manager and you’ve hit the mother lode.”
The One Minute Entrepreneur —Guy Kawasaki, former chief evangelist
of Apple and author of Enchantment
ALL TITLES ARE AVAILABLE AS A PRINT AND EBOOK
The groundbreaking guide to building long-term
customer and employee loyalty—from #1
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New York Times bestselling author Joseph Michelli
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How did Starbucks turn
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a cup of coffee into a
worldwide business 7
phenomenon? 8
The Starbucks Experience 9
reveals the key leadership 10
principles that transformed
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an ordinary idea into an
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extraordinary experience.
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The Wall Street
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Journal,
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BusinessWeek,
and USA Today 18
bestseller! 19
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More leadership essentials from Joseph Michelli
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Also available as ebooks.
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This book is dedicated to the memory of my wife,
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Nora Leigh Michelli (September 7, 1961, to February 11, 2013)—
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the woman with whom I shared more than half my life. 12
You’ve been released from your six-year battle with breast cancer, 13
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and I know you heard, “Well done, good and faithful servant.”
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Nora, it is your time to enjoy the Master’s happiness!
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Contents
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Foreword vii
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Acknowledgments ix 10
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1. The Starbucks Connection 1 12
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PRINCIPLE 1
Savor and ElEvatE 15
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2. If You Don’t Have Passion for Your Product, 17
Why Should Your Customer? 11 18
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3. From Replicable and Consistent to
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Magical and Unique 36
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PRINCIPLE 2 23
lovE to BE lovEd
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4. It’s a Matter of Trust and Love 63
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5. It Must Thrive Inside to 27
Be Experienced Outside 85 28
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PRINCIPLE 3
rEaCh for Common Ground 31
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6. Assume the Universal: 33
Serve the Unifying Truths of Humans 111 34
vv