When the 28-year-old Howard Schultz first walked into Starbucks store in Seattle, it attracted him was the aroma of Starbucks coffee beans. At that time, Starbucks has four stores, the boss is because I like coffee before doing this business. They claim to provide the best American coffee beans, make no money is secondary, and even then not sell Starbucks coffee drinks.
If Schultz was just graduated from business school, he probably will not go to give up a well-paid job go to Starbucks to work. Business School, according to conventional thinking perspective, Starbucks time of the "business model" is not attractive. Attracted him was the founder of Starbucks core values and heartfelt passion, and he wanted to convey these values to others.
Because values, Schultz came to Starbucks as director of marketing work; Because values, Schultz left Starbucks own, a few years after the Starbucks acquisition; Because values, Schultz created a new business model and represents life way coffee culture; because values, Starbucks grow as both a "respectable" and "cute" brands.
In Schultz's autobiography, "will be injected into the heart", he also describes the story of the development of many Starbucks. After reading this book, what impressed me most was not Starbucks 'business model', but those in the commercial real people behind their passionate pursuit of the dream, dare to try some unknown thing, stick core values, thus accomplishing a brand说了在线翻译别来,到处都是语法错误。