Starbucks had a clear vision — to make the $2 cup of coffee the luxury that everyone could afford. Howard Schultz, the founder of Starbucks, reasoned that if Larry Lunchbox can buy a $2
hamburger at McDonalds, then he can also buy a $2 cup of coffee. In 1992, if you wanted to write an ad for coffee, there probably wouldn’t be that much to say. But companies like Starbucks
dramatically increased the value of a commodity item by re-inventing it.
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