Starbucks-Change In Practice, Not In Purpose

In our training programs we regularly emphasize that while purpose does not normally change, the acts conducted to carry out that purpose often do. A strong example surfaced in the coffee industry last week.

Starbucks introduced "instant coffee." Perish the thought. What about the "experience" of purchasing coffee from a Starbucks location? The baristas who serve you. The ambience... the cool music that is normally playing while you wait for your brew. They already had whole bean coffee you could have at the office or home. Wasn't that enough of a departure? It might seem that they had lost sight of their purpose. Maybe not.

While the unique experience (and some would say taste) of Starbucks coffee is definitely part of their purpose, one must not forget profit as another element of it. With their new VIA line of instant coffees, people can now replicate at least some part of the experience almost anywhere. Their marketing material states: With Starbucks VIA Ready Brew, you can have great coffee anytime, anywhere and any way you want. Also consider this: According to an article in Businessweek, the instant coffee industry outside the US is a 20 billion dollar industry-with no Starbucks presence.

I would imagine that few people will use VIA to supplant the genuine experience, but instead will use it when they can't have the full experience. And that means people will partake of the product MORE often-which means higher profit for Starbucks. And once again, purpose is fulfilled.

On what change to your lineup are you "brewing?" If it will help you better accomplish your purpose, maybe it's time to "pour" it into your lineup.

Breakthrough Requires A "Break From"

While driving yesterday I was listening to a discussion about change on a radio station. One of the individuals said something that really caught my attention: To have a breakthrough you have to have a 'break from.'

His premise was simply that if we are to make a change for the better (breakthrough) we have to "break from" some old way of thinking, an outdated process or even the way we do our job. Every organization is desperately seeking a competitive advantage in this market. One way to begin that process (seek a breakthrough) may be to first ask the question, "What do we need to break from in order to move forward?"

Innovation vs. Death

When times are tough, it sounds so good to roll up in a ball and "sleep it off." But it can also be the time to be entrepreneurial and innovate. I appreciate the quote that was sent to me from a colleague:

Constraints spur creativity. Bad economies demand it. Innovation is easier when the alternative is death.

~Venture Hacks

Be creative. Think of something new. Develop and innovate. Innovation doesn't have to be costly. There is such good energy around coming up with new concepts and trying something different not only at work but in your personal life.

A Little Bit Over A Long Time Is A BIG Deal!

Sam's Club has come up with a new milk jug that is stackable. I know, you want to yawn and say, "Big deal." Well, it actually is a significant improvement with a benefit to their bottom line.

The biggest challenge with conventional milk jugs is that they have to be transported in racks or crates on carts. These have to be washed after each shipment and take up space in the cargo area. Because the new jugs are stackable, you can get 400 additional jugs in a shipment. The milk is also filled in a way that reduces bacteria so it has a longer shelf life. The big win for Sam's Club... it eliminates 11,000 delivery trips to the stores.

What small change could you make today that could make a big difference over a period of a month or longer? It might just work for your bottom line too.

Persimmons and Changing Our Lineup

Last Friday afternoon I was preparing for a ritual that takes place in the southeastern US every September and October-I was preparing to make a persimmon pudding. For those of you persimmon-challenged, the persimmon is a unique fruit that ripens each Fall, dropping to the ground. Each fruit has multiple seeds that many times occupy a higher percentage of the fruit than the "pulp" which is used for making the pudding or cakes.

The process is not an easy one. After gathering about a gallon of the orange fruit, you must mechanically separate the pulp from the seeds, follow a somewhat involved recipe and then bake for over an hour. And my 4 year old was helping. As I looked at all the items on the counter to make the dessert I asked myself, "Is it really worth the effort?" While I wasn't sure, I trudged ahead.

About 3 hours later my family and I were all sitting around the table, enjoying the "fruits" of my labor (and that of my 4 year old). It was delicious. Worth the effort? You bet.

Isn't the same true with many of us when it comes to making a change in our lineup? It IS alot of work to change your attitude, work routine or deeply ingrained habits. Many people say it just isn't worth it. For those few that do make the effort however, there is nothing sweeter than the taste of success.