Page 146 - The Starbucks Experience

Embrace Resistance

nizes this resistance and, instead of using it as an opportunity
to squelch competition, cooperates with those business own-
ers to create a healthier and more vibrant marketplace. While
new competition is almost always feared, in truth it can
infuse energy into existing businesses. Competition can
require a company to reevaluate itself—identify its strengths,
address its shortcomings, adapt, and improve.
There are times, however, when resistance is powerful. It
may require far more than the personal visits made by Shelli
Taylor in New Mexico. Sometimes leaders have to find ways
to connect with the core of a community before resistance
will yield. Leeann Mesa, Ventura, California, district man-
ager, discussed anxieties that were raised when Starbucks was
opening its first store in the city of San Fernando, a predom-
inantly Hispanic community.
As Leeann explains, “There were similar coffee shops in the 131
city of San Fernando, and nobody really wanted us to go
there. There was a lot of resistance from some members of the
city council, but also from the community.” Leeann grew up
in the San Fernando Valley. “It was really important for me
to give back to the community. I wanted to embrace its very
artistic nature.” Upon opening the store, Leeann contacted a
local artist. “I asked him if he’d be willing to bring some of
his artwork into my location. He was more than happy to do
so. So, for a three-month period, we took down Starbucks art-
work and placed his amazing murals on our walls. We had
such an overwhelming response. People appreciated that we
would involve someone from their community.”
Leeann continues, “Later we had an art exhibit, and Star-
bucks created postcards that we sent out to the community
and handed out in our store. The proceeds of the event went
to a youth organization that educated future mariachi musi-