Tribal Knowledge: Business Wisdom
Brewed from the Grounds of
Starbucks Corporate Culture by John
Moore
Great Insider View Of The Starbucks Secret Sauce
Without question, Starbucks Coffee is one of the greatest business
success stories of the past decade. Since going public in 1992, it has
grown yearly revenues to more than $6.5 billion, achieved a stock price
increase of more than 6,500%, and opened over 11,000 locations
worldwide. But for a company that has accomplished so much, outsiders
really know very little about the Starbucks secrets to success. That’s
because much of the company’s sage advice and weathered truisms exist
solely in the hearts and minds of longtime Starbucks employees. This so-
called “tribal knowledge” includes pithy quotes uttered by Starbucks
executives, mantras used by Starbucks project groups, learnings from
failed pilot programs, and “ah-ha” moments from successful projects. It’s

company stories passed down from one generation of employees to the
next. It’s intense. It’s poignant. It’s thought provoking. It’s actionable.
It’s a language of Starbucks “tribal knowledge” that has never been written
– only spoken – and only within the Starbucks tribe. Until now. In Tribal
Knowledge: Business Wisdom Brewed from the Grounds of Starbucks
Corporate Culture, longtime Starbucks marketer John Moore shares
untold, behind-the-scenes stories of the processes, the programs, and the
products that have made Starbucks a remarkable business success,
including: · Why Starbucks was purpose driven to make a difference in
the world.· How Starbucks goes beyond simply having a mission
statement to living its mission statement.· How the Starbucks
principled, innovative, and cause-related approach to marketing built an
endearing and enduring brand.· Why efforts to extend the Starbucks
brand into lifestyle offerings such as a literary magazine and full-service
restaurants failed.· How the Starbucks approach to employee career
growth has created a passionate workforce.· How to apply the
Starbucks “tribal knowledge” to your business, entrepreneurial venture, or
project group. Tribal Knowledge gives you unprecedented access to the
many business lessons that helped Starbucks find prosperity by selling a
commodity – all from a marketer who lived inside the Starbucks tribe.
Personal Review: Tribal Knowledge: Business Wisdom Brewed
from the Grounds of Starbucks Corporate Culture by John
Moore
I finished reading the book last night and give it high marks for being full of
valuable information. Each chapter is very short and focuses on one
particular lesson learned from Moore's years as a marketer with Starbucks.
Unlike that other Starbucks book I read and reviewed earlier this year
("The Starbucks Experience"), this one reads much more like an
unauthorized account as opposed to "official corporate policy."
Moore concludes each chapter with a series of relevant questions. Here's
one that really jumped out at me, for example:
"If you freed up advertising dollars to be spent elsewhere within your
marketing budget, how best would you allocate the money to focus more
on being and doing rather than saying?"
He also explains how Starbucks continues to challenge itself. Rather than
being content as the leading coffee shop chain, they look at "making the
transition from Starbucks as coffee 'brand' to Starbucks as beverage
'icon'." So instead of owning the majority market share in the coffee world,
they prefer to look at themselves as "an upstart, competing against the old-
school beverage icons like Coke and Pepsi."
Moore gives great insight to the human side of Starbucks and what
characteristics are common in the best employees. He also talks a bit
about why employees leave. As he puts it, "people quit people, not
companies. It's the person on the ground, not the board of directors on the

eighth floor of corporate headquarters, who represents the company to
your employees." How true.
If you're looking to get the inside scoop on what makes Starbucks special,
this is the book to read. But I'd also recommend it to anyone who wants to
learn countless bits of wisdom that can be applied to just about any
business.
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