What It’s All About?
I recently picked up “It’s Not About the Coffee: Leadership Principles from a Life at Starbucks”.
As you might know, I am a bit of coffee coin-a-sewer, owning a $2000 espresso machine and such. You might also remember the only popular blog post I’ve ever written – the one about the Starbucks logo. I was always very interested in everything Starbucks. The reason? Well, I really could not understand how a company with coffee that is so bad could be so popular. I mean, have you tasted the stuff?
“It’s Not About the Coffee” – wow, I thought, this should clear some things up. Because, I for sure know that it’s not about the coffee. I’ve had good coffee. It just can’t be about the coffee.
The first sentence of the book (int the A Note to Readers) reads: “Although this book is titled It’s Not About the Coffee, of course it is about the coffee–it’s about the people and the coffee.” Leadership lesson number one: start out with a lie, then weasel out.
Cloying, sacchariney corporate doublespeak only got worse on the following several pages, I am not even sure I can get through the book at all. There might be some interesting Starbucks anecdotes further down, so I’ll keep trying. Meanwhile I get a weird feeling about Howard Behar – the same I used to get about Soviet Politburo members: I could not understand if they believed themselves in the ideals that they extolled.
Ok, I read a couple of more pages, and was instantly rewarded by learning this interesting, although disturbing fact: besides the coffee passport, which I knew about, there’s a piece of corporate propaganda known as the “Green Apron Book.” Almost like Chairman Mao’s “Little Red Book”. Neat.
All of this reminded me a story that I’ve read somewhere about a North Korean student at a Moscow university that used to carry around with him a little portrait of the Great Leader, Kim Il-sung. He would meditate, looking at the picture for hours, and even used it instead of a mirror while shaving. When asked – how could he shave without a mirror, he said – this is better than a mirror.
I guess, if you can make people shave in front of a portrait, you can make them believe that Starbucks coffee is tasty. There are ways…