The document discusses the challenges that Starbucks faced as it grew from a small startup into a hugely successful global brand. It notes that as Starbucks focused on growing revenues and profits to please Wall Street, it lost some of its original focus on delivering unexpected experiences for customers. However, the document also expresses optimism that Starbucks could tap back into its cultural roots and past values as it works to reinvent itself and transform its approach.

3. SOURCE: http://www.flickr.com/photos/earlg/5572640057/

4. ONWARD has such focused appeal because it’s all inside baseball stuff. Howard positions insignificant details as earth-shattering business defining decisions.

6. Vanguard moment:Building a Business to Build the Brand

7. Vanguard moment:“[Merchants] 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.”

8. Vanguard moment:“[Merchants] 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.”COMMENTARY

9. Vanguard moment:“The merchant’s success depends on his or her ability to tell a story. What people see or hear or smell or do when they enter a space guides their feelings, enticing them to celebrate whatever the seller has to offer.”

10. Vanguard moment:“The merchant’s success depends on his or her ability to tell a story. What people see or hear or smell or do when they enter a space guides their feelings, enticing them to celebrate whatever the seller has to offer.”COMMENTARY

11. Vanguard moment:“In any well-run business there is, by definition, a maniacal focus on details. Especially in the beginning. Young companies must produce results every day or risk closing their doors.”

12. Vanguard moment:“In any well-run business there is, by definition, a maniacal focus on details. Especially in the beginning. Young companies must produce results every day or risk closing their doors.”COMMENTARY

13. Vanguard moment:“Infusing work with purpose and meaning, however, is a two-way streetYes, love what you do, but your company should love you back.”

14. Vanguard moment:“Infusing work with purpose and meaning, however, is a two-way streetYes, love what you do, but your company should love you back.”COMMENTARY

15. Vanguard moment:“One person is in position to nurture a welcoming environment where everyone will feel comfortable and can connect. The store manager. Starbucks’ best store managers are coaches, bosses, marketers, entrepreneurs, accountants, community ambassadors, and merchants all in one.”

16. Vanguard moment:“One person is in position to nurture a welcoming environment where everyone will feel comfortable and can connect. The store manager. Starbucks’ best store managers are coaches, bosses, marketers, entrepreneurs, accountants, community ambassadors, and merchants all in one.”COMMENTARY

17. Vanguard moment:“A well-built brand is the culmination of intangibles that do not directly flow to the revenue or profitability of a company, but contribute to its texture.”

18. Vanguard moment:“A well-built brand is the culmination of intangibles that do not directly flow to the revenue or profitability of a company, but contribute to its texture.” COMMENTARY

19. Vanguard moment:When Success Becomes Expected

20. Vanguard moment:“Success has a way of covering up small failures, and when many of us at Starbucks became swept up in the company’s success, it had unintended effects.”

21. Vanguard moment:“Success has a way of covering up small failures, and when many of us at Starbucks became swept up in the company’s success, it had unintended effects.”COMMENTARY

22. Vanguard moment:“It is difficult to overstate the seductive power that comps had come to have over the organization, quite literally becoming the reason to exist and overshadowing everything else.”

23. Vanguard moment:“It is difficult to overstate the seductive power that comps had come to have over the organization, quite literally becoming the reason to exist and overshadowing everything else.”COMMENTARY

24. Vanguard moment:“A partner’s job at Starbucks was to deliver on the unexpected for customers. Now, many partners’ energies seemed to be focused on trying to deliver the expected, mostly for Wall Street.”

25. Vanguard moment:“A partner’s job at Starbucks was to deliver on the unexpected for customers. Now, many partners’ energies seemed to be focused on trying to deliver the expected, mostly for Wall Street.”COMMENTARY

26. Vanguard moment:Reinvention and Transformation

27. Vanguard moment:“Unlike other organizations or, say a start-up with no past, Starbucks had a long past in which values and winning were part of the culture. The memory of how we historically tried to behave as a company and as individuals—going the extra mile for a customer or colleague, for example—was not so far gone that it could not be tapped.”

28. Vanguard moment:“Unlike other organizations or, say a start-up with no past, Starbucks had a long past in which values and winning were part of the culture. The memory of how we historically tried to behave as a company and as individuals—going the extra mile for a customer or colleague, for example—was not so far gone that it could not be tapped.”COMMENTARY

29. SOURCE: http://www.flickr.com/photos/earlg/5572640057/