Page 173 - The Starbucks Experience

PRINCIPLE 5

bucks partners. The more I explored the company, the more I
was attracted to what they stood for and to their goals.”
Sheeba, who is originally from East Africa, has been a
strong addition to Starbucks. Given her experience with
drinking water problems in her native land, Sheeba brought
to Starbucks not only her IT knowledge, but also a passion
for, and a rare understanding of, the impact of global water
issues on women and children worldwide. Sheeba has used
her knowledge to work with Starbucks to support water proj-
™
ects through its Ethos water brand.
Talented individuals like Sheeba are frequently attracted to
socially responsible companies because they know that such
companies offer both challenge and fulfillment. Most of us
want to be involved in organizations that care about more
than financial success. Yet, before you race into your man-
158 ager’s office to promote socially responsible programs, under-
stand that even the most ardent proponents of CSR concede
that the financial advantages of this approach are difficult to
measure, see, or experience in the short term. CSR is not a fad
to be tried until a new one comes along. It is a paradigm shift
in the way business gets done, and it can prove to be a long,
bumpy, albeit hugely rewarding, ride. With commitment over
the long term, substantial gains are realized through commu-
nity involvement. Patient leaders produce impressive benefits
for their organization and for the broader social world.

A Triple Shot of Socially Responsible
Business Practices
Throughout this book, there have been dozens of examples
of how Starbucks senior managers looked past the bottom