Chatting Starbucks Tribal Knowledge with Nettie Hartsock

Nettie Hartsock, "backseat writer" and book publicist, and I struck up a friendship a few years ago online. It just so happens we both live in the badlands of Central Texas so from time to time, we meet for lunch to chat about our businesses and about business books we are currently reading. (By the way, if you are a wannabe biz book author, connect with Nettie. She can help show you the way to take your ideas and make them into a worthwhile business book.)

One of her many side-projects is to write articles and interviews for various publications. Recently, Nettie peppered me with questions for an article she's writing. Nettie posted the short interview on her blog. Here's a snippet ...

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NETTIE: How can any company take Starbucks as an example and use the best insights from its journey and apply it to their own?

johnmoore: This might sound odd, but it’s true. During its formative years, Starbucks never thought about “branding strategy.” Starbucks was too busy building a profitable business and making both customers and employees happy than to worry about “branding.” There’s wisdom in that approach. If a business makes money, makes customers happy, and makes employees happy … then the by-product will be the creation of a strong brand. That’s what Starbucks did. And that’s exactly what any other company can do.

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Comments

[Fabian]

Hi John. I've been following your blog on and off for a while now, and i know that you are employed by Starbucks and have been for a good few years, so is that why there are so many posts regarding Starbucks' marketing and survival posts? I'm a little confused as to whether this blog is a Starbucks discussion blog or an all-round brand "autopsy" and analysis blog?

I generally enjoy your write-ups, especially some of the book reviews, so i'm not complaining, just trying to clear up the blog focus.

Cheers,

Fabian

[johnmoore (from Brand Autopsy)]

Fabian ... the focus is... there is no focus. I dissect all things marketing-related on the Brand Autopsy blog. Whatever I find interesting going on in the wide world of marketing is what I share on this catch-all marketing blog.

But you're right. There are many posts here talking Starbucks. That's because I spent eight-years there and find the company interesting to talk about. I also talk a lot about Whole Foods Market--another company I spent time at.

However, this blog is really a catch-all place for me to share whatever I find interestng in the marketing biz.

[Fabian]

Ok, that's cool. Thanks for clearing that up, John.

Keep up the interesting dissection!