Executive Decision Making | ByGeorge You Got It

Howard Schultz had meticulously studied the espresso bar phenomenon in downtown Italy, which not only was a place to enjoy freshly brewed coffee but also fulfilled the need for social interactions, with set rituals completing the emotional loop. He thought it fit to re-create this with suitable adaptations in the American context.

He took the idea forward, centering his strategy on the brand experience. This proved to be the differentiator and unlocked the growth lever.

Specialty dark-roasted coffee was the forte of Starbucks. Schultz’s sought to transform it as a retail experience chain, revolving around the best coffee, creating an atmosphere laden with discovery and excitement, and therefore more customer expectation and brand sophistication. The Starbucks founders were skeptical and wanted to remain in the conventional core, selling exquisite coffee bean.

It takes immense courage and firm belief to stay true to your idea. In this case Schultz had the backing of his deep market observations, combined with strategic vision and an executive mindset. He took the idea forward, centering his strategy on the brand experience. This proved to be the differentiator and unlocked the growth lever.