John Moore Lessons Learned From Working Inside Starbucks

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

1971 Whole Bean Loose Leaf Tea Spices

1971 1982 4 locations gaining acclaim key new hire

1971 1982 “ Espresso Epiphany” 1983

1971 1982 Howard leaves to open IL Giornale 1983 1985

1971 1982 1983 1985 1987 Howard buys Starbucks 17 locations

1971 1982 1983 1985 1987 Starbucks IPO 165 locations 1992

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

2006

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

“ 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

Building the Business Creates the Brand Tribal Truth #1

Demystifying Branding

Make the Common Uncommon Tribal Truth #3

Making the Common Uncommon

Making the Common Uncommon

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

Remarkable Things Get Remarked About Tribal Truth #18

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

Earned opinions trump bought impressions. takeaway

“ 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

Marketing Has Two Audiences Tribal Truth #45

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

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

Make the Company Something to Believe In Tribal Truth #32

Choose 3 to 5 areas your business will NEVER COMPROMISE takeaway

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

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

Questions?

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John Moore Lessons Learned From Working Inside Starbucks