Starbucks didn't franchise its locations and therefore retained control over operations, points out Joseph Michelli, author of "The Starbucks Experience: 5
Principles for Turning Ordinary Into Extraordinary." "And unlike traditional marketing, where you'd use a lot of ad dollars, the brand has leveraged itself without advertising," he says.
Starbucks' early leaders were also distinguished by their exceptionally high-flying entrepreneurial visions. "Aspirationally, it was always huge," says Michael T. Moe, author of "Finding the Next
Starbucks: How to Identify and Invest in the Hot Stocks of Tomorrow."
If you read all the books and distill them into a single idea, however, it's this: If you create happy and motivated employees, you create happy and loyal customers.
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