Starbucks Tribal Knowledge

Slide 1: Lessons Learned From Working Inside Starbucks John Moore

Slide 2: 1971 | Seattle, WA An old school photo of the three Starbucks founders --Jerry, Gordon, and Zev.

Slide 3: 1971 Whole Bean Loose Leaf Tea Spices

Slide 4: 1971 1982 4 locations gaining acclaim key new hire

Slide 5: 1971 1982 1983 “Espresso Epiphany”

Slide 6: 1971 1982 1983 1985 Howard leaves to open IL Giornale

Slide 7: 1971 1982 1983 1985 1987 Howard buys Starbucks 17 locations

Slide 8: 1971 1982 1983 1985 1987 1992 Starbucks IPO 165 locations

Slide 9: 1971 1982 1983 1985 1987 1992 1995 Int’l Expansion Frappuccino® 677 locations

Slide 10: 2006

Slide 11: 12,500+ locations 37 countries 6 new stores a day 40MM customers 2006 visit every week 145,000+ employees 350 new employees every day $10K in 1992 worth $700,000 today

Slide 12: “In the early days, we were so busy selling coffee, one cup at a time, opening stores and educating people about dark-roasted coffee that we never thought much about ‘branding strategy.’” Howard Schultz Starbucks chairman & visionary

Slide 13: Tribal Truth #1 Building the Business Creates the Brand

Slide 14: Demystifying Branding

Slide 19: Tribal Truth #3 Make the Common Uncommon

Slide 20: Making the Common Uncommon

Slide 21: Making the Common Uncommon

Slide 22: takeaway Our ________ is the only (brand) __________ that ________. (product category) (uniqueness) source: ZAG (Marty Neumeier, 2006)

Slide 23: Tribal Truth #18 Remarkable Things Get Remarked About

Slide 24: Commodity to Remarkability $2.00 - $5.00 EXPERIENCE 75¢ - $1.50 SERVICE 5¢ - 25¢ GOOD 1¢ - 2¢ COMMODITY source: Pine & Gilmore | “Experience Economy”

Slide 25: takeaway Earned opinions trump bought impressions.

Slide 26: “Marketing programs don’t just sell products, they have a profound impact on brand definition in the minds of consumers and, as important, to employees.” Scott Bedbury former Starbucks executive

Slide 27: Tribal Truth #45 Marketing Has Two Audiences

Slide 28: “Marketing programs aimed at employees can inspire like no internal email or voicemail can.” John Moore Me, “marketing snafu”

Slide 33: “The passion that goes in a business can inspire the passions of those who work for the business.” John Moore Me, “marketing snafu”

Slide 35: Tribal Truth #32 Make the Company Something to Believe In

Slide 36: takeaway Choose 3 to 5 areas your business will NEVER COMPROMISE

Slide 37: Tribal Truth #47 Be Mission-Driven to Change the World

Slide 38: takeaway If your business went out-of-business tomorrow, would anyone care? source: MAVERICKS AT WORK (Bill Taylor & Polly LaBarre, 2006)

Slide 39: Questions?

Slide 40: Further Learning … BLOG www.tribalknowledge.biz BOOK

Slide 41: www.brandautopsy.com john@brandautopsy.com

Slide 42: Lessons Learned From Working Inside Starbucks John Moore