Something in the water

Starbucks had faced its fair share of criticism over the last few years. In response Howard Schultz, Chairman, CEO and President of Starbucks, returned to the company in 2008 promising to ensure that growth would not dilute the company culture or stop it acting like a small company. This is no small task, particularly when your company is the largest coffee chain in the world with over 16,000 stores in 49 countries. Indeed, in his co-authored book Pour Your Heart into It Schultz admits that he was afraid that "Starbucks may become another soulless big chain".

Yet big need not always equal bland and bad and it is fascinating to hear Schultz, an impressive speaker at the best of times, take every possible opportunity to remind people of Starbucks history. In a recent Radio 4  interview ostensibly about Starbucks three-fold increase in quarterly profits he gave a masterclass in how to effortlessly weave a brand story into a conversation about a company. In little over five minutes he managed to cover off the origins of the Starbucks name, the fact that the business was inspired by a trip to Italy, that Starbucks introduced Cafe Latte to America and the fact that all Starbucks employees receive shares in the business at the end of their first year of employment is a response to the way his working class father was treated when he was a child. 

These brand artifacts bring a richness and resonance to the brand that simultaneously reinforce its global commercial success yet make it feel more accessible and relevant. That is no mean trick but judging by the final exchange of the aforementioned radio interview Schultz is no ordinary entrepreneur:

Adam Shaw: You live in Seattle, which is also home to Bil Gates, so I just wonder whether they put something in the water there that is good for Entrepreneurs?

Howard Schultz: Coffee

Genius.