We Think Of Starbucks Not As A

We Need To Reinvent Food At Starbucks. Less Could Be More.

Don't Buy Preground Coffee.

Customers Don't Always Know What They Want. The Decline In Coffee-drinking Was Due To The Fact That Most Of The Coffee People Bought Was Stale And They Weren't Enjoying It. Once They Tasted Ours And Experienced What We Call "the Third Place" ... A Gathering Place Between Home And Work Where They Were Treated With Respect.. They Found We Were Filling A Need They Didn't Know They Had.

We Want Passion For Our Business.. Workers Who Can Interpret And Execute Our Mission, Who Want To Build A Career, Not Just Take A Temporary Job.

The Rules Of Engagement Around Building A Brand Have Changed Significantly Over The Past 10 To 15 Years. Where Companies At One Time Could Spread Their Message Through Traditional Marketing, Consumers Now Seek An Enduring Emotional Connection With The Companies They Patronize. The Foundation Of That Connection Is The Most Important Characteristic Of Building A World-class Brand: Trust. Trust With Your People And Trust With Your Customers.