Starbucks Experience and the Idea of Small Win

For those of you not wanting to add on additional calories, ask the barista to make your drink "skinny".
They will use nonfat milk, no whip, and sugar-free

“Many great ideas start small at the beginning” (Richard Angelus)

When Howard Schultz founded what would become Starbucks, the baristas wore bow ties, nonstop opera music played, and the store had no chairs. “We made a lot of mistakes,” Schultz regularly acknowledges. Schultz and his team learned from them as they did countless other experiments. Drawing upon his observations of Italian coffee houses, Schultz’s grand vision was to create a different kind of coffee experience that he called the “Starbucks experience”: where people experience great coffee in a communal place. As for the specifics, the Starbucks store and experience of today looks almost nothing like Schultz’s original concept.

The Starbucks we know emerged by carefully adapting to customer feedback through a series of small wins. In fact, Schultz described Starbuck’s mentality as: “the value of dogmatism and flexibility.” As long as ideas were in accordance with company principles, Schultz believed they should just say yes to customer requests.

So, for example, Schultz was initially determined to avoid using non-fat milk since he didn’t think it tasted as good as regular milk and because it was at odds with the Italian coffee experience. When customers kept requesting non-fat drinks, Schultz relented. The success of those drinks became an important small win and soon much more: non-fat milk would grow to account for almost half of Starbucks’s lattes and cappuccinos. “In hindsight, the decision looks like a no-brainer,” Schultz wrote in Pour Your Heart Into It, but that direction wasn’t obvious; it was the fast pace of sales that proved the point.

[Reference: Little Bets: How Breakthrough Ideas Emerge from Small Discoveries by Peter Sims (Free Press, 2011), page 146-147]

Small wins, win.

Lord, Give Us Today Our Daily Idea(s)