As uninterested as I am in promoting Starbucks as an admirable company, I must admit that I agree with the insights John Moore from Brand Autopsy has about the company’s business strategy. Starbucks certainly charges an arm, a leg and several toes for its java, but it also most certainly, “made the common cup of coffee uncommon.” And that is no mere feat.

What can we learn from their example? Hopefully more than just the raw capitalistic desire to become monolithic and suffocate local markets… Innovate with passion and strive to make the common uncommon and you’ll make your customers sing. Do it with strong ethics and socially responsible intentions and I’ll be proud to sing along as well.

TAGS: Starbucks | Strategy | Ethics | Coffee

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