Among many things, Schultz was very concerned about the loss of the theatrics and romance of the art of making coffee after they decided to eliminate the espresso machines that allowed customers to witness the process. This experience is of utmost importance in certain industries where witnessing the making of the products is part of the sale,... See more

In a world where we are drunk on innovation, and we're always chasing the new thing, the fast thing, the algorithm and the AI of it all, we’ve forgotten the most incredible of things – the old things, the timeline of things, and the sacred ways of creating that are not innovative.