How Tiffany Saved Michael’s Life

In HOW STARBUCKS SAVED MY LIFE, Michael Gates Gill shares the story of how he dropped out of the corporate rat race and found happiness while working a $10.50/hr job as a Starbucks Barista. Michael’s story is interesting. However, the more interesting story is about Tiffany Edwards.

Tiffany, who Michael portrays as “Crystal Thompson” in the book, was the Starbucks store manager who hired him, an older worker with no relevant experience in the food service business. Michael’s relevant experience was as a former advertising executive and business consultant. Tiffany looked past Michael’s advancing age, his lack of food service experience, and his past-pampered professional life to hire him as an entry-level Starbucks Barista.

In his first couple days on the job, Michael became very concerned. He realized the job of being a Starbucks Barista was going to be much more difficult than he imagined. Michael writes, “I had originally thought that a job at Starbucks might be below my abilities. But now I realized it might be beyond them. This job could be a real challenge for me—mentally, emotionally, and physically.”

Keep in mind Michael was dealing with lots of issues in his life during this time. His consulting business was defunct, the relationships with his children were defunct, and due in part to an affair … his marriage was defunct. Also during this time he was diagnosed with a brain tumor. Michael’s whole belief system was shattered.

Tiffany helped to restore Michael’s belief system by being welcoming, considerate, and genuine. It just so happens those people qualities of being welcoming, considerate, and genuine are life skills Starbucks looks for in store-level employees, especially store managers.

Whenever I share with businesses some of the Starbucks Tribal Knowledge I learned from my days there, I always mention the importance of Making the Company Something to Believe In. This is about building an internal corporate culture where employees go way beyond being minions to being missionaries. When you make the company something to believe in, employees will talk about the quality of the company itself, the values the company endorses, and the ways in which their lives are enhanced because of it.

That’s what Tiffany did with Michael. All throughout the book, Michael gushes about how he believes in Starbucks. Michael learned those beliefs from the verbal and physical articulations of his superstar store manager, Tiffany Edwards. Read how Michael describes his Starbucks experience …

“I had found with Starbucks a better reality … not based on external status symbols but on a real feeling of confidence and support and genuine affection and even admiration for and from the Partners and the Guests. And Crystal. Crystal and Starbucks had saved me. Saved me from my pursuit of empty symbols, but also my anxiety about a fear-filled superficial life that hadn’t been, in the end, helpful or even enjoyable for me.”

An amazing story! Tiffany Edwards (“Crystal”) played a huge role in restoring Michael’s belief system by embodying the best qualities of the Starbucks corporate culture. Yet, we have heard nothing on record from Starbucks about this book, Michael Gates Gill, or Tiffany Edwards.

Starbucks seems to be purposely avoiding any connection to the HOW STARBUCKS SAVED MY LIFE story. Why is this? I don’t know.

Starbucks talks about getting bigger by acting smaller. As it relates to Michael and Tiffany, Starbucks is acting big, not small.

A big company avoids celebrating stories like the one in HOW STARBUCKS SAVED MY LIFE because it wasn’t “approved” by the company. On the other hand, a small company celebrates such a story because they are thrilled to have made a difference in an employee’s life.

Is it too much to ask for a blurb on the back of Michael’s book from Howard Schultz showing appreciation to Michael for sharing his inspiring story of finding happiness in life from being a Starbucks Barista? Is it too much to ask for doing an in-store book signing and reading at a couple Starbucks locations? Is it too much to ask for Starbucks to invite Michael to company headquarters to give a presentation to corporate employees on how life as a Barista gave his life meaning and purpose?

I don’t think so.

All of those simple acts would be ways Starbucks should act to get bigger by being smaller. Maybe Starbucks is doing some of these small things and I am just unaware. I hope that is the case because embracing the HOW STARBUCKS SAVED MY LIFE story is a simple way Starbucks can get small despite being big.

Comments

[Lewis Green]

Good post, John. As H.B. says, it's not about the coffee. As H.S. might respond: It's about the passion and the experience.

[johnmoore (from Brand Autopsy)]

Lewis ... if Howard Behar and Howard Schultz would say those things, WHY AREN'T THEY SAYING those things with the "How Starbucks Saved My Life" book? I have yet to read a public comment about this book from a SBUX exec?

This book has received lots of publicity from the USA Today, Wall Street Journal, New York Times, National Public Radio, etc. Its paints the company in a GLOWING light. Michael gushes about how well Starbucks treats its employees and customers.

Why isn't someone from SBUX gushing about Michael or Tiffany? They've had opportunities in these media stories. They have opportunities in a press release. They have opportunities in doing a few in-store events.

Who knows ... maybe Michael received a phone call from Howard Schultz. I sure hope so because Michael is a prime example of how Starbucks is fulfilling Howard's dream of building a company that "... could be far more than the paradigm defined by corporate America in the past."

[Dave]

Excellent post! Your title to this entry is great!! Do you think they may consider renaming the paperback version? Haha. Could it be as short-sited as Starbucks not receiving one dime off the sales of these books? I know, I know, there's a huge PR and branding benefit to acknowledging that this book exists. Unfortunately, I'd be willing to bet it's all about the money.

[espressoterraca]

Stories like this, and others that will come out have the capability of taking on a life of their own.

That might be a little scary for those who think they hold the power....

[jon8cr]

Yes, this is a great story. I met with Michael last week for an interview and he was great to talk to. His lesson, from a story as grand as it is, is fundamentally simple: Respect one another. Starbucks should be all over this, "approved" or not. As you state, John, it wouldn't hurt. Not a bit.

Diversity is a term widely used and growing, but how much does it really mean to people? How interested in diversity are people, really? Michael's experience lead him to understand that everyone (even those not in his social circle or class) has a story, and for once, he actually became interested in them. Sounds like a good thing to me.

[johnmoore (from Brand Autopsy)]

Dave ...not sure its about the money as it is about CONTROL. As 'espressoterraca' hints at, this is about the power of endorsing what an author says about the company.

For SBUX to endorse a book, they want some control over the manuscript. SBUX approved the manuscript of Joseph Michelli's THE STARBUCKS EXPERIENCE book. And SBUX is bound to have approved the manuscript for Howard Behar's IT'S NOT ABOUT THE COFFEE book to be published later this year. If SBUX didn't approve of these manuscripts, then they would not have given the publishers permission to use the Starbucks logo on the cover art.

I find it disheartening to see a well-meaning company purposely avoid celebrating a story which praises a company for caring about its employees. The Starbucks I worked for back-in-the-day would have celebrated this story in some way.

jon8cr ... isn't it remarkable that a story about a company treating its employees with respect is worth remarking about? Must mean not enough companies show their employees enough respect.

jon8cr ... in your conversation with Michael Gates Gill, did he mention anything about how Starbucks has responded to the book? Feel free to share whatever Michael shared. Thanks.

[Bill Gammell]

John,

Great post. It appears to me that Starbucks gained its fame by "humanizing" itself - by staying away from the shadows of corporate coldness and pursuing the human qualities of trust, passion, kindness and the likes. Now, maybe they are losing touch of the heart of their brand and the stiffness of corporate rigimortis is beginning to settle in. Great take.

[Ryan Hyde]

John,

Great post. I guess by Starbucks trying too hard and defining what a big companies does or doesn't do, they really missed the boat. You're right, I work for a small company and that story would be a huge PR piece for our company. I guess those are the kind of decisions BIG companies make. Too bad.

[Bruce C Moore]

Good observations and astutely posed questions. I can't begin to anwer them, beyond echoing the speculation in the thread.

But, I can add to the irony with a bit of additional information. Mr. Gill was very prominent in his particular area of advertising, which was corporate recruitment, employer branding, and employee communications. His was one of a handful of large agencies (like JWT Specialized, Bernard Hodes, Monster -formerly TMP Worldwide) which specialize in helping companies recruit, retain, recognize, and otherwise communicate with current and potential employees.

He knows a lot about this stuff and was very good at helping win business and deliver the solutions to huge employers in most every sector. I know because my team competed against his team more than once. Some of the quotes from the book, like the one above, could be concept pitches for recruitment campaigns. Heck, they could be the testimonials in the brochure and college pub ads.

It's almost too perfect. No doubt we're missing something.

[N. Gonzalez]

It would be a huge mistake and come off as a corporate PR plant if Starbucks took any sort of credit or made a direct connection with this book. They don't need to endorse it, promote it, or comment on it. If it gets good press, reviews, or word of mouth so be it. A little modesty goes a long way sometimes.

[Pat Nerr]

I think some kind of personal recognition is in order... a BRAVO or something...

maybe a MUG award.

just sayin'

[Pat Nerr]

any thoughts on how one maintains "barista" status in the midst of a book media frenzy?

[jen_chan, writer SureFireWealth.com]

It's difficult to say for certain just what goes on behind Starbucks counters. However, Tiffany and Michael's story is really inspiring. Based on everyday experiences, I do think that Starbucks has played different roles in changing the lives of many different people all over the world. The lives of their customers and also of their employees.

[daniel]

hi, John, how are you? I like this story a lot.

One suggestion on the point: "Is it too much to ask for a blurb on the back of Michael’s book from Howard Schultz showing appreciation to Michael for sharing his inspiring story of finding happiness"

Do you think perhaps they (both starbucks & michael) wanted to /avoid/ the appearance of it being a PR job? "Former Ad Exec Writes Glowing Starbucks-Endorsed Book About Starbucks" isn't such a great story & may smell a little fishy.

Just a thought!

daniel

[johnmoore (from Brand Autopsy)]

Daniel and N. Gonzalez ... I am not recommending that Starbucks ENDORSE the book. All I am recommending is Starbucks ACKNOWLEDGE the book, or Michael, or Tiffany. I think a blurb on the back of Michael's blurb from Howard acknowledging Michael isn't over-stepping any boundaries.

"Pat Ner" ... oh yes, a "Move of Uncommon Greatness" Award is in order for MGG. (Ha.)

[Rich]

Maybe SBUX is rightfully spending more time trying to figure out how to get 20,000 managers like Tiffany?

Besides, the company isn't what it was even back when the author started working there. It's now turned to PBTCs, not baristas. Much of what Michael had to learn about making coffee no longer even applies.

We've hired some old SBUX baristas from before the superautos came in. They mostly know their stuff. The news PBTCs don't - they are simply interchangable parts. And maybe execs at SBUX no longer wish to glamorize that part of that job?

[captain flummox]

I'm with Bruce. What Starbucks does privately or internally is one thing, but the risk/reward of public touting looks lopsided to me.

[Mary Schmidt]

Key here is that it wasn't "Starbucks" who saved his life. It was Tiffany. I'd bet she would be the same in any company.

Perhaps a little low-key "Thank you" from Starbucks in their marketing would be appropriate (otherwise, it would look like they're simply spinnin' the glitz.)

[Mary Schmidt]

Key here is that it wasn't "Starbucks" who saved his life. It was Tiffany. I'd bet she would be the same in any company.

Perhaps a little low-key "Thank you" from Starbucks in their marketing would be appropriate (otherwise, it would look like they're simply spinnin' the glitz.)

[mikel]

Have to agree with Bruce, for Starbucks to comment, would smack of PR ploy...
When you shovel an old lady's driveway, and expect anything in return - better to have left it snow-covered. The store manager's behavior was a sincere expression outward - not a loop back to Corporate.

[Marla]

Hi John,
I was so thrilled to see this post. This book was truly wonderful! Michael's story was uplifting, humbling and genuine--I too, was questioning throughout the book--WHERE IS STARBUCKS? Why no fanfare? I don't regularly go to Starbucks because it's simply not part of my day but actually went out of my way to go to a Starbucks after I read the book just to see if they were selling the book--I even asked an employee about it and she seemed unaware of it? Why? The message in the book was so wonderful. Here's giving Starbuck's the benefit of the doubt...maybe they feel like rallying around it in any way would cheapen the heartfelt message which Michael delivers so beautifully...maybe they are trying not to "leverage the opportunity"...like so many marketers do..trying to find non-existent synergies with a good cause...maybe...just maybe...they are...letting their brand message shine through Michael's words....One has to believe....

[Valeria Maltoni]

"Why isn't someone from SBUX gushing about Michael or Tiffany?"

The way I see it, today there are 3 circles -- the company, which sees itself at the center; the employees; and the customers. Owning the brand for SBUX may have well become protecting the inner circle vs. having a dialogue with the organization. So the people serve the system. I've been thinking about this as I reflect upon the whole social media and joining the conversation mantra (New Age, etc.). My last couple of posts reflect where I've been exploring.

Thank you for telling the story.

[jon8cr]

>jon8cr ... isn't it remarkable that a story about a company treating its employees with respect is worth remarking about? Must mean not enough companies show their employees enough respect.

Yes - it is remarkable. As others have commented though, it is a touchy situation. No one wants to look guilty of something grand behind the scenes. But, I wish SBUX, like you state, would let him give talks at their cafes. Imagine, if he did a tour of just the stores, with only their employees, as a way to share his experience with the work, how that would increase morale for the partners! They might view their jobs in a whole different light.

As an ex-barista myself, I can attest the work isn't necessarily non-stop fun.

>jon8cr ... in your conversation with Michael Gates Gill, did he mention anything about how Starbucks has responded to the book? Feel free to share whatever Michael shared. Thanks.

He didn't. But, I'm talking with him again today. I'll ask him and post here next week.

[Herman Najoli]

Harvey Hornstein once said, "No organizational regeneration, no national industrial renaissance can take place without individual acts of courage". Tiffany Edwards is a model of individual acts of courage.

In his book, Pour Your Heart Into It, Howard Schultz says that what's hardest for him is "restraining myself, allowing other people's ides to germinate and blossom before passing any judgement". Maybe that's what's happening here.

[jon8cr]

>jon8cr ... in your conversation with Michael Gates Gill, did he mention anything about how Starbucks has responded to the book? Feel free to share whatever Michael shared. Thanks.

In typical humble fashion, he talks about how SBUX encourages creativity among all their 'partners' and that they support him just the same in his 'creative endeavors.'

Hear him talk about this and more in the recent interview I did with Michael Gates Gill: http://800ceoread.com/podcasts/

[Rajan R]

I don't think Starbucks didn't "approve" of the book - they may have fought to keep its logo off its cover otherwise.

They probably wouldn't want to give an endorsement of it though, what with a semi-detail description of how things work behind the bar at Starbucks.

[Rajan R]

Anyway, I won't personally find Mike's story endearing if it was endorsed by corporate. Right now, the gushing he has for Starbucks culture and values would seem nothing more than meaningless marketing if it had a stamp of approval by Starbucks.

At least for me.

[A Facebook User]

I was at a Starbucks this weekend and saw a sign for the book behind the counter - a barista was even speaking to a customer about it. Apparently Michael is going to visit that store for a reading and/or book signing. So did Starbucks come around on this, or am I missing something?

Jason

[James Carey]

Reading these comments about Michael Gates Gill's book I can see that people are willing to believe almost anything if it makes them feel good. If Michael was from any other profession than advertising executive who specialized in " corporate recruitment, employer branding, and employee communications". Then I would find his story credible. This is a Starbucks advertising campaign designed by Michael and you are all helping to promote it by being gullible.

[Former Barrista]

Decaffeinated & Discriminated Against.
My Manager was "No Tiffany Edwards!"
Au contraire mon frere!
The way the store I was at was ran,SBUX should be trading on The Pink Sheets at cents per share!