Overnight the digital age had changed the course of history for our company. Everything that we thought was in our control no longer was. But within a year we had invested in social media and digital experts. Now Starbucks is the number one brand on Facebook.
Interpretation
This quote reflects how rapidly the digital age has transformed business and how adaptability can lead to success.
Howard Schultz illustrates the profound impact the digital age has had on his company, Starbucks, emphasizing that historical control was disrupted by digital advancements. However, he underscores the importance of adapting to these changes, showcasing Starbucks' successful investment in social media and digital expertise, ultimately leading the brand to excel on platforms like Facebook.
In practice
This quote can be used to inspire innovation during a corporate meeting focused on digital transformation.
The rules of engagement around building a brand have changed significantly over the past 10 to 15 years. Where companies at one time could spread their message through traditional marketing, consumers now seek an enduring emotional connection with the companies they patronize. The foundation of that connection is the most important characteristic of building a world-class brand: trust. Trust with your people and trust with your customers.
The future of America is not an entitlement. We have been given a treasure chest of gifts and opportunities, but some people are being left behind, and success is not sustainable unless it is shared.
Starbucks is not an advertiser; people think we are a great marketing company, but in fact we spend very little money on marketing and more money on training our people than advertising.
While their service is ending, our responsibility is just beginning!
In life, you can blame a lot of people and you can wallow in self-pity or you can pick yourself up and say listen, I have to be responsible for myself.
When I first discovered in the early 1980s the Italian espresso bars in my trip to Italy, the vision was to re-create that for America - a third place that had not existed before. Starbucks re-created that in America in our own image; a place to go other than home or work. We also created an industry that did not exist: specialty coffee.
[People] somehow assume that the Internet is going to be the catalyst of change that will push young people into the streets, while in fact it may actually be the new opium for the masses which will keep the same people in their rooms downloading pornography.
Technology will move faster than governments, so don't legislate before you understand the consequences.
Hard numbers tell an important story; user stats and sales numbers will always be key metrics. But every day, your users are sharing a huge amount of qualitative data, too - and a lot of companies either don't know how or forget to act on it.
The next great technology revolution might be around the corner, but it won't automatically improve most people's lives. That will depend on politics, which is indeed ugly but also inescapable.
If you love a medium made of software, there's a danger that you will become entrapped in someone else's recent careless thoughts. Struggle against that.
Certainly there's a phenomenon around open source. You know free software will be a vibrant area. There will be a lot of neat things that get done there.
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