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Howard Schultz will return as Starbucks CEO for the 3rd time. He last took over the job in 2008, quickly launching a program that led to the cliche “Starbucks is a bank.”
Today, that “bank” has 24m+ members and $1.6B in “deposits”.
Here’s the backstory🧵 https://t.co/c5Ws2zye4l
Mass advertising can help build brands, but authenticity is what makes them last. If people believe they share values with a company, they will stay loyal to the brand.
Howard Schultz • Pour Your Heart Into It: How Starbucks Built a Company One Cup at a Time
This memo was sent in February 2007 by Howard Schultz. In the memo, he shares his feelings about the challenges of going from 1k to 13k stores and the changes and sacrifices that had to be made in order to accomplish the growth.
Sriram Krishnan • Howard Schultz on Strategy
Schultz formed a strategic hypothesis—the Italian espresso experience could be re-created in America and the public would embrace it.