I’ve had it with all the different cup size names (e.g., trenti, kid, venti, grande, sixteen, large, extra-large, power, original, regular).
Here’s a quick solution: Let people pick out their cup as they get in line.*
Sometimes being creative is a set-back. It’s fun to make different names for sizes (whether they make sense or not), but not everyone can keep up. If you had the option to appeal to all customers and lose some or appeal to all customers and keep all, it’s clear which is the better choice.
Yet, in an effort to stand out, businesses sacrifice some customers that, if time would be taken, could otherwise be kept. Note, the best kind of creativity is the uncomplicated kind.
Stay Positive & Have Fun But Keep It Simple
Garth E. Beyer
*The take-it-too-far part of me would insist that you could give customers markers to color their cups while they wait in line. Have them write their own name on it too. Starbucks never spells it right anyway. (But they do when I say Voldemort. -sigh-) And yes, there will be a line at a place where you don’t have to figure out what cup size to order, ending up feeling like an idiot when you order it wrong.
Before I even share the letter in which Howard Schultz has written to all of America, and before it is posted even more main stream this weekend, you need to understand the simplicity of judging a person like Howard. I have studied many of Starbucks marketing strategies as well as background info on the company and Howard. I have seen a few negative comments about Howard and I’d like to point out two simple details that will eleviate any negativie feelings.
First, Howard spoke at the Aspen Ideas Festival.
Taken from the Aspen Ideas Festival website, “For over 60 years, the Aspen Institute has been the nation’s premier gathering place for leaders from around the globe and across many disciplines to engage in deep and inquisitive discussion of the ideas and issues that both shape our lives and challenge our times. […] Imagine some of the most inspired and provocative thinkers, writers, artists, business people, teachers, and other leaders drawn from myriad fields and from across the country and around the world – all gathered in a single place, ready to teach, speak, lead, question and answer – all interacting with an audience of thoughtful people who have stepped back from their day-to-day routines to delve deeply into a world of ideas, thought and discussion. The week promises to be thought-provoking, meaningful and fun – true to Aspen tradition.”
Would a multimillionaire who is full of greed, who is evil or a terrible person attend this event, give a presentation and seek improvement in the world using this large of a platform? A platform that is centered on growth, on productivity and on trust.
The second minor detail which I hope no longer stays minor is the effort Howard has put towards employing Americans. Along with establishing the Create Jobs for USA organization, Howard has made America-focused choices such as creating a “new roasting plant in Augusta, Georgia that we could have located in Central America or Asia for 15% to 20% less, but we felt that creating 200 or so jobs domestically was more important.” [source]
Howard You Make A Difference
Before I share with you the letter Howard has written, it’s serendipitous that he has written this letter during a time period that I am doing an Unlocking Potential interview series with people who I know will make a different in their passion. It may also be coincidence that he shared the letter while I am in the final editing stage of my book Start Schooling Dreams (to be released at the beginning of August).
In Howard’s closing, he advocates for innovation and making a difference in the community to promote citizenship over partisanship. This is a major center of why I write. Everything I write is innovation, it’s to make a difference, it’s about unlocking potential in others, promoting people who care, really do care about learning, about coffee, about fashion about anything. These are the people who make the difference, these are the people who are like Howard Schultz, who are willing to stand up, speak out and try to create positive change, no matter how much resistance there is.
*More power to you Howard and even more power to those who have similar worldviews for change, whether it’s employment, civility, and politics or education, art and music.
Without further ado, you can read the full letter Howard Schultz has written to all of America below or click here to open it in a new window.
An Open Letter: How Can America Win This Election?
Friday, June 29, 2012
Posted by Howard S., Starbucks chairman, president and chief executive officer
On Independence Day, our country celebrates the promise of America.
It’s a day to remember that the principles that bind us together vastly outweigh what keeps us apart. The freedom to dream and the opportunity to create a better life – not just for ourselves, but for each other – has always defined our great nation.
I am a product of that American Dream. As a kid who grew up in public housing, went on to get an education at a state university and build a business, I am grateful for what this country has made possible for me. In turn, at Starbucks, we have always tried our best to honor our responsibility to the communities we serve.
And on this Fourth of July, our communities need all of us.
Across the country, millions of Americans are out of work. Many more are working tirelessly yet still unable to adequately care for their families. Our veterans are not being welcomed home with the level of support they deserve. Meanwhile, in our nation’s capital, our elected leaders are continuing to put ideology over real solutions. I love America, but we all know there is something wrong. The deficits this country must reconcile are much more than financial, and our inability to solve our own problems is sapping our national spirit. We are better than this. America’s history has showed that we have accomplished extraordinary things when we act collectively, with courage, creativity, and generosity of spirit—especially during trying times.
As we celebrate all that is great about our country, let’s come together and amplify our voices.
Let’s tell our government leaders to put partisanship aside and to speak truthfully about the challenges we face. Let’s ask our business leaders to create more job opportunities for the American economy. And as citizens, let’s all get more involved. Please, don’t be a bystander. Understand that we have a shared responsibility in solving our nation’s problems. We can’t wait for Washington.
At Starbucks, we are trying to live up to our responsibility by increasing our local community service and helping to finance small-business job creation with Create Jobs for USA. Our company is far from perfect, and we know we can do more for America. But we need your help. We need your voice.
Join the national conversation with #INDIVISIBLE. Starting today, I invite you to share your view of America, and how we can all put citizenship over partisanship. On Instagram, post a photo of the America we all need to see. On Twitter, provide a link to an innovative idea. Blog about who’s making a difference in your community; or on YouTube, share how you made your American Dream come true. No matter where you post, if you use the tag #indivisible, Starbucks will do its part to collect and amplify your voices.
Together, we can set a new tone in America. We hope you agree that doing so is a powerful way to celebrate our nation’s birthday.
In 2012, America needs to win the election more than either party does. It is time now to join together as Americans. It is time, whatever our differences, for us to strive and succeed as one nation – indivisible.
I’m spending my 4th of July observing and writing in Starbucks. This post is about all the observations I am making about Starbucks, customer service, behaviors and types of people.
The people who feel they are really cared for and given friendly service, not just customer service. These people will, after they have already walked out the door, come back in just to put a dollar in the tip jar.
The people who understand that the little adds up and are the predecessors of change. These people will not just toss change into the tip jar, but thank the coffee connoisseur for their effort.
The people who I call jingle haters. They can’t stand the spare change in their pocket so they toss it in the jar, doing their hardest to ignore the last clink of change they will hear until they make another purchase and get change back from that. I doubt any Starbucks employees complain about these jingle haters, they account for 3/8 of the tips.
The financially conservative people who treat themselves from time to time don’t tip. They also don’t just keep the change, they keep the receipt too. More power to them I suppose. Everyone’s gotta make a living.
Want to get tips? Make a game out of it? There are two registers and two tip jars, which person at which tip jar can serve remarkably enough to get larger tips? One wins but both have fun.
What I love about Starbucks Barista’s really is that they have fun. They really do live the Starbucks motto of “Rewarding Everyday Moments”. They don’t care about tips, it’s just a bonus, it’s not something they actually work for, serve for or slave for. It just so happens anyway that the more fun you have making and serving Coffee, the more tips you get. Starbucks understands the essence of relationships, not just between customer and coffee but between customer and barista.
Stay Positive & You Get Tipped For Having Fun Outside Of Starbucks Too
I was in New York last week for Seth Godin’s Pick Yourself event. Instead of writing a post about that, (which I will soon), I couldn’t help but write about the one thing that you see every 72 steps in any direction: Starbucks
1 out of 3 Baristas laughed. 2 actually thought I was named Voldemort
Guy Kawasaki, a likely idol of both of ours, had written an article telling how important mantras are and that the shortest are often the sweetest. The example he used for the greatest mantra from the greatest company on the planet is Starbucks – “Rewarding Everyday Moments”
I apologize for those who disagree, I can’t help but side with Guy. Starbucks is the the real deal, the perfect role model and incorporates every trademark of a successful company. For example, my friend (who works at Starbucks) had told me this story the other week.
“The other day in the drive through this woman wanted a small but ordered a venti because she thought it meant a small. When she was shocked at the size and the price, my manager told me to just charge her for a tall. So many other places you just don’t do that. It’s always a pleasant surprise to people you meet at work when you get to be nice.”
Starbucks revolutionized coffee and the experience of getting it. Put together a CEO and marketing mavens and you get a company like Starbucks; who defy all logic and assumptions and who have altered the beverage marketplace by defining quality, creating convenience and most importantly, having heart.
That is why I couldn’t complain after every 72 steps when I would look up at see the Starbucks sign. The beauty of Starbucks is that it is available to the masses – “from the student who wants a latte to the CEO who needs it.” More importantly, it represents that you can find generosity, people who care, tentativeness and truly great people – in abundance. Simply walk 72 steps in NYC and you will know what I mean.
Starbucks also signifies risks.
“When Starbucks and other companies made stock options grants back in 2008, there was no guarantee that the companies would succeed. Performance was not a sure thing,” says Starbucks spokesman Jim Olson.
It was less than a sure thing, it was unexpected. It was an occurrence that only the greatest companies could actually leverage. In this case, Starbucks succeeded and continues to do so.
Stay Positive & I Solemnly Swear That Starbucks Is Up To Too Much Good
