Page 213 - The Starbucks Experience

Reader’s Guide

line? How do they affect the brand itself? What are the
long-term risks and rewards? Which ones can you elim-
inate to ensure a higher-quality product and greater
brand reputation?
13. Nearly all companies claim to pride themselves on qual-
ity service, but the Starbucks mandate to “surprise and
delight” goes a step further. Rather than seeking just to
meet your customers’ needs, are there ways your prod-
uct or service can go to the next step by providing a
uniquely positive experience that will create stronger
brand loyalty?
14. Recall negative feedback you have received recently.
What was the source? A customer? A colleague? How
did you react? Did you thank the person for taking time
198 to point out the problem, or did you deny the validity of
the complaint and leave the problem unresolved? How
could you have handled the situation differently? Does
your company tend to welcome complaints and respond?
Does your company, to use The Starbucks Experience
phrase, “embrace resistance”?

15. How adaptable is your company? Cite some examples
to support your response. Do the company leaders show
flexibility in their approach to problems, seeking posi-
tive solutions? Note the statement in Principle 4: “At
times great leadership is little more than mak-
ing sound compromises.” What do you think about
that statement? How does it apply to your company’s
leadership?

16. What do you think about Starbucks belief that environ-
mental responsibility should be a corporate value? Why