In this article we discuss Howard Schultz and how he made Starbucks successful.
“Get your hands dirty. Listen and communicate with transparency. Tell your story and don’t let others define you. Draw inspiration from those who have real experiences to tell you. Tie their stories to your values. Make hard choices: action is what counts. Be accountable for what you see, hear and do.”
“You should not watch other people get rich with your ideas . The difference between success and failure is the willingness to keep pursuing your dream.”
Howard Schultz
Former Starbucks CEO.
Surely you are familiar with Starbucks, the large international coffeehouse chain that came to incredible success thanks to Howard Schulz.
It was 1981 when one day Howard, was attracted by the incredible smell of coffee coming from the cafeteria.
A year later Howard joined the company and became the fourth partner.
In 1983, thanks to a brief visit to Milan, he had a new idea that could revolutionize the business: to also sell ready-made coffee, bringing Italian coffee making to America.
The partners did not like the idea and Howard, convinced of the potential of his project, decided to create his own brand, “The Newspaper.”
A few years later, in 1987, the original founders of Starbucks decided to sell the company to Howard, who created the “Starbucks Corporation.”
Howard Schultz, the winning idea for Starbucks.
The Italian concept of a café bar is a revelation for him: a place other than the home or office, where he can stop and enjoy a real break, even with company.
Making coffee time an experience, in the United States and around the world, becomes his business vision.
So many other chains were offering coffee, and with great prices. Competition was through the roof.
But Howard realized that the winning strategy, was to focus on the interior environment of the venue.
An environment that not only allowed people to come in, but to stay for a long time, and to return.
Creating the right atmosphere, that was the idea that would soon become successful.
The staff calls the customer by name. This is definitely something you don’t find everywhere: at Starbucks “One Cup is One Story” .
Each cup of coffee is its own story.
Each Starbucks coffee shop is in fact a world, worldwide.
Customers are a community, sharing many trends and viewpoints, and they also identify with the company’s values.
And around this emotional construction a successful brand has grown.
Howard’s success went around the world and today Starbucks registers more than 22,000 Franchised stores.
Key and winning points according to Howard Schultz:
- You succeed if you have clear goals
- Never stop asking your Customers questions (you will build your Buyer Persona)
- Those who keep up with the times win
- Embrace social media
- Choose the right partners.
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