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Howard Schultz

Onward: How Starbucks Fought for Its Life Without Losing Its Soul

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leeshinloonje citiraoпре 2 године
I realize this is a lofty mission for a cup of coffee, but this is what merchants do. We take the ordinary—a shoe, a knife—and give it new life, believing that what we create has the potential to touch others’ lives because it touched ours.
leeshinloonje citiraoпре 2 месеца
es, love what you do, but your company should love you back.
leeshinloonje citiraoпре 2 месеца
Work should have meaning for the accountant, the construction worker, the technologist, the manager, and the clerk.
leeshinloonje citiraoпре 2 године
, the coffee team selected aged Sumatra, because aging our own coffee to reveal its rich cedar and spice notes has become a defining Starbucks trait. Next, Colombian, because the dense, high-grown beans of that country’s southern Nariño region are a cornerstone of our most popular blends and because Colombia is where Starbucks first began actively contributing to social programs and practices that improve the lives of farmers. Next, naturally sun-dried beans from Ethiopia, because the beans’ intense berry aroma reveal even before tasting that the coffee is unlike any other.
leeshinloonje citiraoпре 2 године
details are about being locally relevant and respectfully reflecting the cultures our stores are operating in.
Sumisha Sunnyje citiralaпре 2 године
Such a lens, however, has its strengths and weaknesses.
On the plus side, founders know every brick in the foundation. We know what inspired the company and what was required to create it. That knowledge, that history, brings with it a high level of passion to do whatever it takes to succeed, as well as an intuition about what is right and what is wrong.
But sometimes we are too close to a situation. Entrepreneurs can be blinded by emotion, by our love of what we have built, unable to see it fresh and with the eyes of a more objective outsider.
Sumisha Sunnyje citiralaпре 2 године
Entrepreneurs are builders, and the lens through which I view Starbucks and the marketplace is somewhat different from what it would be if I were a professionally schooled manager.
leeshinloonje citiraoпре 2 године
First, harvesting high-quality green coffee beans requires a unique
leeshinloonje citiraoпре 2 године
That meant long communal tables for group conversations and community boards for posting information. Softer colors, exposed architectural features, and less artwork; more symbolic, authentic, and carefully placed
leeshinloonje citiraoпре 2 године
architect with an MBA’s perspective and a psychologist’s sensitivity to how space resonates with people—
leeshinloonje citiraoпре 2 године
that this creates the need to keep it “fresh.” The more that furniture, floor and fittings age, the greater the need for meticulous and periodic maintenance. Old is beautiful, but not if it is neglected.—Aldo Lorenzi, That Shop in Via Montenapoleone
leeshinloonje citiraoпре 2 године
At the very heart of being a merchant is a desire to tell a story by making sensory, emotional connections.
leeshinloonje citiraoпре 2 године
That Shop in Via Montenapoleone, b
leeshinloonje citiraoпре 2 године
first time I walked through the narrow doorway and into the unassuming corner shop on Via Montenapoleone, the most fashionable and expensive street in Milan, I was unexpectedly overcome with emotion. Inside, the unassuming Coltelleria G. Lorenzi was a silent symphony. A simple yet unbelievable execution of nonverbal, visual excitement.
leeshinloonje citiraoпре 2 године
Our customers were already inviting Starbucks into their digital lives through their social networks. What if we extended that emotional connection by giving them more reason to meet us online? What if we partnered with, say, news organizations, book publishers, and music companies to offer our customers who were using the Starbucks in-store networks free access to exclusive digital content? Yes, for years we had been introducing people to new music and books in our stores, but this would be different, an even more dynamic, multifaceted way for us, as a retailer, to add another level of value to people’s experiences in our stores. Someone sitting at a table using a laptop would, for instance, be
leeshinloonje citiraoпре 2 године
able to watch an exclusive movie preview, get free access to premium services, read newspaper articles he or she otherwise might have to pay for or that others could not yet access. And, because our networks are hyperlocalized, maybe we could further connect customers to places and activities in their communities. A farmer’s market. A restaurant. A play or an upcoming blood drive
leeshinloonje citiraoпре 2 године
18 to 34, a demographic that Starbucks had yet to capture.
leeshinloonje citiraoпре 2 године
What else could we do to add value for our customers as well as shareholders?
leeshinloonje citiraoпре 2 године
sometimes painful work of cost cutting and making our processes more efficient. R
leeshinloonje citiraoпре 2 године
would be to lift consumer confidence, which was so critical for people to feel comfortable enough to spend money again.
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