John Simmons

The retail technique known as “clustering” – opening up several shops of the same brand in close proximity – meant that Starbucks appeared to saturate certain areas with its presence

For Starbucks, the equivalent of Nike’s “Authentic athletic performance” became “Rewarding everyday moments

As Scott Bedbury put it: “Consciously or not, we seek experiences that make us think, that make us feel, that help us grow, and that enrich our lives in some way.”

1. Start with your own people: they are the real link to consumers. Exceed the expectations of your people and you will automatically exceed those of your customers.
2. Have strong values that you stick to and know yourself by. Then take decisions according to these values.
3. Ensure there is no gap between your brand values and your actions. Change your actions to fit your values, not the other way round.
4. Keep things fresh by reinventing, but never tamper with the core of what you do.
5. Reach out to communities, making emotional connections between the people who work for you and the places where they work.
6. Remember that every detail matters

Believing in the intelligence of their customers, Starbucks opted for quality.

attached words like “community” and “romance” to his vision of Starbucks’ potential as a great experience, not just a retail store.

he became Starbucks through and through in the way he committed himself to his work

He learned at first hand every aspect of the business.

He had been backed into a corner where he could either stay, miserably confined, or leave to pursue his dream. He chose the latter

Strong brands create a powerful personal connection,