The motivation to start the world famous coffee brand “starbucks” began with the human interactions Schultz saw in the coffee houses in Milan. The performance of the making and selling of coffee in these coffee houses inspired Schultz to create a store in America that also made it have the feeling of  “people who seemed more like friends than customers.” ” hum of community and a sense that, over a demitasse of espresso, life slowed down.” It was the concept of community that drove Schultz to the concept of starbucks and therefore the foundation in which this brand is built upon. 

Schultz shows the significance of community and relationships through his assumption that at any moment if one were to peer into a coffee house they would see  “Men and women in business attire. Parents with strollers. College students studying. High school kids joking. Couples deep in conversation. Retired folks reading newspapers and talking politics. And, of course, scores of people sitting in front of laptops searching, downloading, listening, reading and writing books, blogs, business plans, resumes, letters, e-mails, instant messages, texts … whatever their hearts desire.” 

Another description or example of human relationships Schultz wrote about were the emails from distraught customers hoping to save their coffee houses. All examples not only emphasized the importance of that starbucks simply being the one they usually go to but also made the point to emphasize that the baristas and employees their helped make that starbucks as important to them as it was. “We know the staff and they know us. They have become our friends” came from Niles, Ohio. A resident from indiana wrote “Not only is it clean and the staff, ALL the staff, is always friendly but they seem to take pride in the store. … We ALWAYS go to this location. … We love everyone who works there. They really go the extra mile to make everyone happy.” A personal email to Schultz wrote “The staff here has been wonderful. This particular team has been genuinely warm and personable day in and day out. So from my viewpoint, I would certainly consider this store to be a wonderful you.”

The most significant point made by Schultz, however, is that Starbucks wasn’t striving to be cool, it was striving to be relevant. He made the point that the starbucks employees were not encouraged to be ‘cool’ but to be friendly. Schultz continues this point by summarizing his value placed on coffee by saying “The company does not make investments in health coverage and ethically source our coffee because these things are “cool.”” Therefore meaning that the company does make investments in health coverage and ethically sourcing because those things promote relationships and friendly connections between employees and customers.

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