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John Moore Lessons Learned From Working Inside Starbucks

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

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1971 Whole Bean Loose Leaf Tea Spices

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1971 1982 4 locations gaining acclaim key new hire

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1971 1982 “ Espresso Epiphany” 1983

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1971 1982 Howard leaves to open IL Giornale 1983 1985

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1971 1982 1983 1985 1987 Howard buys Starbucks 17 locations

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1971 1982 1983 1985 1987 Starbucks IPO 165 locations 1992

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

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2006

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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

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“ 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

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Building the Business Creates the Brand Tribal Truth #1

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Demystifying Branding

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Make the Common Uncommon Tribal Truth #3

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Making the Common Uncommon

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Making the Common Uncommon

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

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Remarkable Things Get Remarked About Tribal Truth #18

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

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Earned opinions trump bought impressions. takeaway

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“ 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

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Marketing Has Two Audiences Tribal Truth #45

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

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

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Make the Company Something to Believe In Tribal Truth #32

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Choose 3 to 5 areas your business will NEVER COMPROMISE takeaway

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

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

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Questions?

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Further Learning … BOOK www.tribalknowledge.biz BLOG

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[email_address] www.brandautopsy.com

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John Moore Lessons Learned From Working Inside Starbucks