Marketing Lessons from Onward Book, by Howard Schultz
I am reading the book called Onward, by Howard Schultz. Basically, it is telling a story about the crisis of Starbucks when the company is losing its competitive advantage called Starbucks Experience and how he is rescuing Starbucks in terms of branding and quality. These are some good read that I want to share
1st Share: Immerse yourself in whatever you want to study
Howard Schultz is always a curious learner. I like the way he actually self-taught himself about the retail industry. There is no better way than a learner immerse himself / herself into the environment of whatever he / she wants to study. The CEO of Starbucks is also a man of action, he likes interacting in the real environment to take lessons from people,design, and customers.
2nd Share: The ability to tell a story
Many people can sell a product or offer a service, but a few salesmen can can craft a beautiful experience for customers when they enter the stores or buying environment and very very few salesmen have an ability to tell a great story to customers about the intangible values of products or services they are buying into.
3rd Share: Entrepreneur's perspective
Entrepreneurs are not manager. I somehow feel they are more intuitive and self-taught people. They somehow have a very different, radical and contradict views to what managers see and I think a better entrepreneur has to see his / her weaknesses and strengths in operating a company.
1st Share: Immerse yourself in whatever you want to study
"It's not unusual for me, no matter where I am in the world, to hop in a cab or go walking to visit other retailers. I do not know how many times I have done this in my life. Hundreds. I love to experience different stores - sole proprietors' and large chains' - and to see firsthand how they present their products and communicate with customers.
I am a sponge, always soaking up store design, layout, and sales people's behaviors, and over the years I've been intrigued by many types of stores that have nothing to do with coffee."
Howard Schultz is always a curious learner. I like the way he actually self-taught himself about the retail industry. There is no better way than a learner immerse himself / herself into the environment of whatever he / she wants to study. The CEO of Starbucks is also a man of action, he likes interacting in the real environment to take lessons from people,design, and customers.
2nd Share: The ability to tell a story
"The merchant's success depends on his or her ability to tell a story. What people see or hear or smell or do when they enter a space guides their feelings, enticing them to celebrate whatever the sellers has to offer. Intuitively, I have always understood this. So when, in 2006 and 2007, I walked into more and more Starbucks stores and sensed that we were no longer celebrating coffee, my heart sank. Our customers deserve better."
Many people can sell a product or offer a service, but a few salesmen can can craft a beautiful experience for customers when they enter the stores or buying environment and very very few salesmen have an ability to tell a great story to customers about the intangible values of products or services they are buying into.
3rd Share: Entrepreneur's perspective
"Entrepreneurs are builders, and the lens through which I view Starbucks and the marketplace is somewhat different from what it would be if I were a professionally schooled manager.Such a lens however, has its strengths and weaknesses."
Entrepreneurs are not manager. I somehow feel they are more intuitive and self-taught people. They somehow have a very different, radical and contradict views to what managers see and I think a better entrepreneur has to see his / her weaknesses and strengths in operating a company.
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