Onward: How Starbucks Fought for Its Life Without Losing Its Soul
Page 41
fine-tuning at global leadership summit, 2008, 109–10
initiatives presented at annual share holders’ meeting, 2008, 131–35
intent for, 106
memos titled after, 100–1
overview of initiatives, 318–26
presentation at global leadership summit, 2008, 105–8
Seven Big Moves in, 106–8, 129–30, 318–26
strategic vision (aspiration) in, 106
VIA as true to, 253
“The Transformation of Starbucks” memo (January, 2008), 61
Treat Receipt, 166, 263
Tribute Blend, 313–14
Twitter
customer connections aided by, 265
election-themed ad campaign using, 214, 216
number of followers on, 320
U
Ullman, Myron “Mike” (board member),* 43–44, 97, 153, 221
United Kingdom
author's remarks on economy of, 264–65
head of, 289
VIA market potential in, 259
University Village store, Seattle*
USA Today, 141, 321
Uscategui, Herman (partner), 234
V
Valencia, Don,* 242–49, 251, 253, 255, 316
Valencia, Heather, 242–43, 246
Values, core
emotional connections due to, 117–18
partners’ responsibility for, 294
preservation despite hardships, 314
Starbucks defined by, 79
as touchstones of Starbucks, 4–5
Varma, Laura Moix (partner), 289
Varma, Vivek (senior leadership team),* 178, 195, 197, 225–27, 289
Verismo 811 espresso machines, 121
VIA.* See also Instant coffee
author's belief in, 251–53, 260–61
as brand platform, 316
challenges for developing, 244–45, 247
expectations exceeded by, 286
growth model for, 318
importance for Starbucks, 261
“iPod” meeting about, 247–48
JAWS project to develop, 244–48
leaking of news about, 258
media praise for, 259–60
naming of, 254–55
packaging for, 255–57
potential market for, 252–54, 259
precursor developed by Don Valencia, 242–43
press conference for, 258–59
reaction to news about, 258–59
relevance during recession, 263
requirements for launching, 254
startup of Starbucks mirrored by, 251–52
successful development of, 248
success of, 260, 316
tagline for, 257
taste tests for, 258–59
as true to Transformation Agenda, 253
Vivanno,* 167, 190, 233
Volunteers in New Orleans, 2008*
events planned for, 196
hours donated by, 200
number of, 198
projects accomplished by, 199–200
Voting ad. See Election-themed ad
W
Waitt, Ted, 71
Wall Street Journal, 41–42, 141, 159–60, 163, 303, 321
Wal-Mart, 89
Wang, Jinlong (partner), 234
Ward, Toby, 142
Waxman, Sharon, 330
Weatherup, Craig (board member),* 177, 221, 240
Wexner, Les, 165
Wheeler, Alexandra (partner), 125, 135
Wieden, Dan, 211
Wieden+Kennedy, 211
William Morris Agency, 146
Willson-Rymer, Darcy (partner), 289
Wirtschafter, Dave, 222
Wolford, Suzy (partner), 294–95
Work
of author's father, 15, 52
purpose and meaning needed for, 14–15
at Starbucks, author's intentions for, 15
World of Warcraft, 267–68
Y
Yamashita, Keith, 73
Yarmuth, Richard, 222
Young-Scrivner, Annie (senior leadership team),* 307, 325
YouTube, 32, 214, 216
Z
Zackfia, Sharon, 64
Zagat, 286, 321
Zanadu Comics, 110
Mention of specific companies, organizations, or authorities in this book does not imply endorsement by the author or publisher, nor does mention of specific companies, organizations, or authorities imply that they endorse this book, its author, or the publisher.
Internet addresses and telephone numbers given in this book were accurate at the time it went to press.
© 2011 by Howard Schultz
All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopying, recording, or any other information storage and retrieval system, without the written permission of the publisher.
Rodale books may be purchased for business or promotional use or for special sales. For information, please write to:
Special Markets Department, Rodale, Inc., 733 Third Avenue, New York, NY 10017
Printed in the United States of America
Rodale Inc. makes every effort to use acid-free , recycled paper .
Book design by SYPartners
Library of Congress Cataloging-in-Publication Data is on file with the publisher
Distributed to the trade by Macmillan
2 4 6 8 10 9 7 5 3 1 hardcover
* * *
We inspire and enable people to improve their lives and the world around them
www.rodalebooks.com