Customer Service

The Myth of the First-Mover Advantage

February 20, 2020 by Nagesh Belludi Leave a Comment

If you’re an entrepreneur entering a new market with a product or service that nobody else offers, you’ll seek the first-mover advantage.

You’ll move quickly to get established as a market leader. If your business idea has the potential to succeed, other entrepreneurs are possibly working on it at the same time or will be quick to emulate when they see what you’re doing.
You’ll validate your concepts quickly by identifying and partnering with a few enthusiastic “guinea pig” customers who can test your product or service early on and give you feedback regarding what customers really want.
You’ll create some barriers (“establish an economic moat” in Warren Buffett-speak) to inhibit other aspirants from entering the market—you’ll secure patents on your intellectual property, lock-in key locations, or negotiate longer-term contracts with customers.

Alas, many first-mover advantages are not sustainable, and many first-movers are as successful as what the superstars will have you believe.

First-to-Market is often First-to-Fail

The Myth of the First-Mover Advantage New ventures have higher failure rates than more established businesses.

Creating market awareness, sustaining market acceptance, fending away aggressive competitors are often easier said than done for many new ventures, not to mention lining up suppliers and distributors. Besides, unless you’re well-capitalized by patient investors, you’re likely to face higher-than-foreseen marketing costs on top of lower-than-anticipated sales.

Instead, if you are the second—or later—entrepreneur to market, you’ll stand a better chance of success by learning from the forerunner’s mistakes. You’ll also earn better credence from your customers, suppliers, distributors, employees, and investors to help create a better product or service.

Idea for Impact: There’s an American adage that “many pioneers died with arrows in their backs.” The best time for an entrepreneur to offer a new product or service is after others have already gotten there and laid some groundwork.

Your Product May Be Excellent, But Is There A Market For It?

July 24, 2019 by Nagesh Belludi 1 Comment

Akio Morita, the visionary co-founder of Sony, liked to tell a story about recognizing opportunities and shaping them into business concepts.

Two shoe salesmen … find themselves in a rustic backward part of Africa. The first salesman wires back to his head office: “There is no prospect of sales. Natives do not wear shoes!” The other salesman wires: “No one wears shoes here. We can dominate the market. Send all possible stock.”

Morita, along with his co-founder Masaru Ibuka, was a genius at creating consumer products for which no obvious demand existed, and then generating demand for them. Sony’s hits included such iconic products as a hand-held transistor radio, the Walkman portable audio cassette player, the Diskman portable compact disk player, and the Betamax videocassette recorder.

Products Lost in Translation

As the following case studies will illustrate, many companies haven’t had Sony’s luck in launching products that can stir up demand.

In each case in point, deeply ingrained cultural attitudes affected how consumers failed to embrace products introduced into their respective markets.

Case Study #1: Nestlé’s Paloma Iced Tea in India

Marketing and Product Introduction Failure: Nestle's Paloma Iced Tea in India When Swiss packaged food-multinational Nestlé introduced Paloma iced tea in India in the ’80s, Nestlé’s market assessment was that the Indian beverage market was ready for an iced tea variety.

Sure thing, folks in India love tea. They consume it multiple times a day. However, they must have it hot—even in the heat of the summer. Street-side tea vendors are a familiar sight in India. Huddled around the chaiwalas are patrons sipping hot tea and relishing a savory samosa or a saccharine jalebi.

It’s no wonder, then, that, despite all the marketing efforts, Paloma turned out to be a debacle. Nestlé withdrew the product within a year.

Case Study #2: Kellogg’s Cornflakes in India

The American packaged foods multinational Kellogg’s failed in its initial introduction of cornflakes into the Indian market in the mid ’90s. Kellogg’s quickly realized that its products were alien to Indians’ consumption habits—accustomed to traditional hot, spicy, and heavy grub, the Indians felt hungry after eating a bowl of sweet cornflakes for breakfast. In addition, they poured hot milk over cornflakes rendering them soggy and less appetizing.

Case Study #3: Oreo Cookies in China

Marketing and Product Introduction Case Study: Oreo Green-tea Ice Cream Cookies in China When Kraft Foods, launched Oreo in China in 1996, America’s best-loved sandwich cookie didn’t fare very well. Executives in Kraft’s Chicago headquarters expected to just drop the American cookie into the Chinese market and watch it fly off shelves.

Chinese consumers found that Oreos were too sweet. The ritual of twisting open Oreo cookies, licking the cream inside, and then dunking it in milk before enjoying them was considered a “strangely American habit.”

Not until Kraft’s local Chinese leaders developed a local concept—a wafer format in subtler flavors such as green-tea ice cream—did Oreo become popular.

Idea for Impact: Your expertise may not translate in unfamiliar and foreign markets

In marketing, if success is all about understanding the consumers, you must be grounded in the reality of their lives to be able to understand their priorities.

Don’t assume that what makes a product successful in one market will be a winning formula in other markets as well.
Make products resonate with local cultures by contextualizing the products and tailoring them for local preferences.
Use small-scale testing to make sure your product can sway buyers.

Benefits, Not Boasts

July 18, 2019 by Nagesh Belludi Leave a Comment

Just about every interaction is about selling something, whether you realize it or not.

When you try to be persuasive in a pitch or a presentation, you may come to pass as being overconfident at best, or boastful at worst.

Here’s a method that can help you transform your boasts into benefits in support of a prospective customer.

“I have 15 years of experience in this field,” may sound boastful. Instead, say, “I bring to you 15 years of experience in this field, promising you that, should any problems surface, they will be handled promptly and proficiently.” This tolerable way to promote yourself also won’t make you seem forceful.

More to the point,

Avoid self-superiority declarations such as “I am better than others.” Instead, couch your claims as endorsements from others: “My past clients have told me that … .” According to a study by organizational theorist Jeffrey Pfeffer, you’ll be regarded more likable and competent if you can get somebody else (even a paid agent) to sing your praises for you.
Steer clear of humblebragging, i.e. masking a boast as a self-deprecating statement as in “I’m a perfectionist at times; it is so hard!” Humblebraggers appear less sincere than blatant braggarts do.

How to Value, Price, and Buy a Small Business [Book Summary]

June 26, 2018 by Nagesh Belludi Leave a Comment

Beyond the capital markets and startups, I’ve been exploring buying a suitable small business to invest in and operate. To inform myself with the process of searching and valuing privately-held establishments, I recently perused Richard Ruback and Royce Yudkoff‘s resourceful HBR Guide to Buying a Small Business: Think Big, Buy Small, Own Your Own Company (2017.)

The authors of this HBR Guide teach a popular Harvard Business School class on “acquisition entrepreneurship.” Their curriculum trains self-employment-inclined MBA students to search, negotiate, and buy an established business and become an entrepreneur-CEO within a year or two.

According to the authors, MBA students are drawn to their class by the prospect of a meaningful leadership responsibility earlier in their careers, as opposed to slowly climbing the corporate ladder or taking on the great risk of starting a company from scratch and establishing a viable business model.

The first section of the HBR Guide to Buying a Small Business can help you decide if entrepreneurship is a good match to your temperament, lifestyle, work-experience, and career ambitions. The largest part of the book provides a comprehensive roadmap for all aspects of acquiring a business—bankrolling the search process, deal-sourcing, managing risk, organizing equity- and debt-financing, running due diligence processes, structuring the purchase, and closing the deal. The final section of the book discusses changing the leadership over and transitioning into operating management.

Reflection: Is Acquisition Entrepreneurship Right for You?

Self-employment is not for everyone. Entrepreneurs need to be smart, driven, business-savvy, self-motivated, strategic, resilient, persuasive, and be able to deal with uncertainty.
On top of the challenges of self-employment, acquiring and operating a small-business will require reaching out, projecting self-confidence, and persuading people you don’t know—business brokers, financiers, investors, regulators, sellers, employees, and customers.
During your exploration of what business to buy, you’ll have to quickly learn about unfamiliar industries, markets, and companies. As a leader, you must be able to develop cross-functional expertise quickly.

Searching: A Full-time Job in Itself

Plan to commit full-time for six months to two years to raise funds from financiers, identify and vet potential acquisition targets, and negotiate with sellers on a realistic purchase price. Afterward, plan for no less than three more months to perform due diligence and complete the transaction.
“When you are seeking out a business to buy, you might face months when you work 12 hours a day and simply not find a desirable prospect. It’s a frustrating experience with lots of effort and no reward.”
Arrange for debt and equity financing from potential backers and risk-sharing partners. Contact affluent folks in your network and investors who specialize in small-businesses. The networks of people you bring together to help your mission can also lend a hand during the deal making and the due diligence processes.
To find potential businesses to buy, try reaching out directly to businesses whose owners may be inclined to sell. Engage small business brokers (there’re some 3,000 small business brokers and intermediaries in North America,) or comb through databases of small businesses for sale.
For potential sellers, look for business owners who, after building their firms over the decades, are approaching retirement and don’t have an inheritor interested in running the business. Many aging business owners are determined to ensure that their businesses live on.

Seek Enduringly Profitable Businesses: Recurring Customers and Predictable Revenue

Look for “enduringly profitable businesses”—stable, slow-growth companies in dull-and-boring industries (such as sandblasting, equipment maintenance, industrial repair and overhaul, window-cleaning, service-providers) in small, defensible niche markets.
Seek businesses whose business-to-business customers are unlikely to switch vendors because the product or service their customers buy isn’t a big part of the costs of their business. Consequently, they’re not motivated to shop around for lower-cost vendors and squeeze margins.
Focus on businesses with yearly revenues of $5 million to $15 million and cash flows of $750,000 to $3 million.
Avoid promising start-ups and risky turnaround opportunities; “it is tempting to imagine buying a troubled business or one with uneven performance, because the purchase price would be very low. But we strongly advise against it, because you’ll have to reinvent the business model and doing so is a very difficult and risky endeavor. Instead, buy a profitable business with an established model for success—one that is profitable year after year.”
Avoid high-growth businesses because “high growth means that your new customers will quickly outnumber your existing ones. Because new customers bring new demands, there are many ways to get in trouble. New customers are, well, new; they have no loyalty to the company and no history. High growth requires great management effort. It also absorbs money rapidly, and raising that money puts a strain on the business and its owner. A rapidly growing firm also attracts competitors, which see the expanding market and the opportunity to attract new customers. So, in a high-growth business, you could work hard and still fail if you cannot keep pace with your competitors. And even if your business survives, you might find that competition has forced you to sell at low prices, so you enjoy little financial reward after all. Making this all the harder, the seller will demand a much higher price for a business that has the potential to grow quickly.”
Avoid technology-driven companies (they face shifting customer needs and therefore demand constant reinvention,) cyclical business, and businesses with well-established competitors.
Small business-owners usually don’t hire large consulting firms or investment banks to sell their businesses. Their businesses are too small to appeal to private equity firms. “We think it makes sense to buy a business with between $750,000 and $2.0 million in annual pretax profits. … At the upper end of our size range—$2 million or more in profitability—we find that institutional investors, like smaller private-equity firms, start to become interested and that competition raises the purchase price, reducing the financial benefits of owning the business.”
“EBITDA margin (EBITDA/revenue) ≥ 20% for services and manufacturing or 15% for distribution and wholesale”

A Checklist for Enduringly Profitable Businesses

Initial Filters:

Is the prospect consistently profitable?

Is it an established business instead of a startup or turnaround?

Is it in the right size range?

Is it located in a place you are willing to live?

Do you have the skills to manage it?

Does it fit your lifestyle?

Deeper Filters:

Is the prospect enduringly profitable?

Is the owner serious about selling the business?

Seek Enduringly Profitable Businesses: Recurring Customers and Predictable Revenue

Valuing the Company and Negotiating a Deal

Use the company’s past financial information to project future earnings and your return on investment. Then decide on how much you should pay for a small business: “You’ll need to base the offer price on the general range of 3x–5x EBITDA.” Adjust the multiple for profit margins and growth prospects.
Run a primary due diligence—“a focused period of rapid learning in preparation for making an offer. This is when you’ll test the seller’s initial claims and verify the information that has made the business appealing to you. … You’re looking for any reason that you might not want to acquire this business.”
Finance using equity and debt. “Visit banks and approach your investor network to raise money for the acquisition. You should be prepared to provide information about the business and its industry, details on the due diligence that you’ve done, your financial projections, and the deal terms that you are proposing.”
Once your offer has been accepted after negotiations, run a confirmatory due diligence “in which the company’s records will be fully open to you. You will typically have around 90 days to work with your accountant and attorney to check for any inconsistencies and red flags. … This can be an extremely nerve-racking time for both the buyer and the seller, so it’s important to be patient and calm.”

Transitioning into Leadership and Emphasizing Business-as-Usual

As part of the negotiated deal, try to get the seller to stick around for 3 to 6 months to help you in the transition.
“After closing the sale, you should focus on four tasks: introducing yourself to all your managers and employees, meeting with external stakeholders, communicating the transition plan to everyone, and taking control of your cash flow.”
“The most common trouble for small firms under new owners is running out of cash. … So set up a process whereby you approve all payments before they go out, and review your accounts-receivable balances at least weekly. You should also implement a 90-day rolling cash-flow forecast.”
Meet with all the constituencies and reassure them that they won’t see any immediate changes. Lay emphasis on “your overarching goals for the company—for example, excellent customer service, commitment to quality, a satisfying work environment—and encourage people to stay focused on their work.”
Visit every major customer as soon as you can. Keep your ears open for ideas to improve your product- and service-offerings.
Don’t make any big changes early on, get to know the business, and be very respectful of all the constituents—they know more about the business than you do.

Recommendation: Read ‘HBR Guide to Buying a Small Business’ for a Very Good Introduction on How to Buy and Organize Finance for a Business

Richard Ruback and Royce Yudkoff’s HBR Guide to Buying a Small Business is excellent manual for prospective entrepreneurs, employees of small businesses, financiers, and value-seeking investors. You will also become acquainted about interactions with bankers, brokers, sellers, accountants, and attorneys you meet while searching for a business to buy.

A Sense of Urgency

December 18, 2017 by Nagesh Belludi Leave a Comment

The most successful managers I know are highly attentive of their colleagues’ sense of urgency and incessantly adapt to them.

In his excellent Steve Jobs biography, Walter Isaacson evokes Apple CEO (and operations wizard) Tim Cook‘s responsiveness and a sense of urgency:

At a meeting early in his tenure, Cook was told of a problem with one of Apple’s Chinese suppliers. “This is really bad,” he said. “Someone should be in China driving this.” Thirty minutes later he looked at an operations executive sitting at the table and unemotionally asked, “Why are you still here?” The executive stood up, drove directly to the San Francisco airport, and bought a ticket to China. He became one of Cook’s top deputies.

Idea for Impact: Bosses and customers often respond more positively to your focus on creating a sense of urgency before emerging problems erupt in a crisis.

Think of a Customer’s Complaint as a Gift

November 1, 2017 by Nagesh Belludi Leave a Comment

When managers become comfortable with the idea that complaints are gifts, they do not hesitate in responding to them.

According to A Complaint Is a Gift: Recovering Customer Loyalty When Things Go Wrong, the idea of complaints as gifts must be reinforced at every staff meeting and training session. The company’s policies must be aligned to support this philosophy. A Complaint Is a Gift‘s authors, management consultants Janelle Barlow and Claus Moller, restate some fundamental techniques for handling complaints:

Don’t get defensive. When managing complaints, managers can be their own worst enemies! Instead of taking complaints personally, managers should focus on the particulars of a problem. Then, complaints become less disruptive and constructive.
Say “thank you” and explain why you appreciate the complaint. Say something about how hearing the complaint will allow you to better address the problem. You create a more powerful rapport with customers by saying “thank you” than apologizing.
Apologize for the mistake and empathize when appropriate. Acknowledge the customers feelings You do not have to see eye to eye with the person to acknowledge how they are feeling. Saying “I can see you are upset,” or “I understand why this ordeal has been frustrating for you,” will go a long way toward diffusing any complainer’s anger.
Listen for what the customer wants to happen next, because it’s often easy to accommodate requests, as long as they’re not totally unreasonable. Promise to do something about the problem immediately. Then do something to fix the situation.
Ask for necessary information and correct the mistake promptly. Look at the problem from all perspectives and ask the customer to explain his or her expectations and the reality of what he/she experienced. Ask what it will take to meet their needs or to satisfy them. Rapid responses disclose you are serious about service recovery and customer service.
Check customer satisfaction. Call your customers back to find out if they are satisfied with what you did for them.
Initiate changes to prevent future mistakes, make the complaint known throughout the organization so this kind of problem can be prevented. Fix the system without rushing to blame staff or policies.

Idea for Impact: Managers who ask for complaints will find that customers express their concerns more openly and objectively. Inviting complaints reduces the likelihood a customer will be upset or emotional. It is a way to nip problems in the bud and solve problems before they can aggravate.

Curry Favor with Customers?

September 29, 2017 by Nagesh Belludi Leave a Comment

People know there’s great fame with getting things named after them.

The Scottish-American steel magnate and philanthropist Andrew Carnegie (1835–1919) was fully mindful of this.

Carnegie started with his empire-building (read biography) by manufacturing steel rails for America’s burgeoning railroad industry. With great fanfare, he named his first steel plant after his most important customer, Edgar Thomson, president of the Pennsylvania Railroad. The Edgar Thomson Steel Works has been in action since 1872.

Obsequious flattery is clever marketing indeed!

Bad Customers Are Bad for Your Business

June 6, 2017 by Nagesh Belludi Leave a Comment

Herb Kelleher: “Dear Mrs. Crabapple, We will miss you.”

Herb Kelleher of Southwest Airlines Southwest Airlines is a paragon of superlative customer service. Southwest’s happy and engaged employees routinely go out of their way to delight their customers. In spite of such remarkable devotion to customer satisfaction, there have been times when Southwest had to decide that some customers were just wrong for their business.

In the very entertaining and enlightening Nuts!: Southwest Airlines’ Crazy Recipe for Business and Personal Success, authors Kevin and Jackie Freiberg narrate how Southwest had to let go of a customer who couldn’t be less satisfied with her travel experience. This customer relations-story is best appreciated in light of the fun-loving and gregarious nature of Southwest’s legendary founder and ex-Chairman/CEO Herb Kelleher.

A woman who frequently flew on Southwest, was constantly disappointed with every aspect of the company’s operation. In fact, she became known as the “Pen Pal” because after every flight she wrote in with a complaint.

She didn’t like the fact that the company didn’t assign seats; she didn’t like the absence of a first-class section; she didn’t like not having a meal in flight; she didn’t like Southwest’s boarding procedure; she didn’t like the flight attendants’ sporty uniforms and the casual atmosphere.

Her last letter, reciting a litany of complaints, momentarily stumped Southwest’s customer relations people. They bumped it up to Herb’s desk, with a note: ‘This one’s yours.’

In sixty seconds, Kelleher wrote back and said, ‘Dear Mrs. Crabapple, We will miss you. Love, Herb.’

Bad Customers: Wrong for Your Business, Wrong for Your Employees

Customers are the lifeblood of any business. Customer satisfaction begets loyalty, and loyalty begets revenues and profits. Businesses can therefore never place too much emphasis on their customers.

However, with slogans like “the customer is always right,” many businesses fall into the trap—and the slippery slope—of trying to satisfy every customer’s every wish.

Although your business may need all its customers—even the irksome ones—the reality is that some customers can actually be bad for your business. You can’t sustainably run a business without trying to satisfy every customer—particularly those cranky, annoying, or unreasonable ones.

Be wary of customers that fall into these categories:

Customers who require high maintenance but cannot be charged more
Customers whose demand for price destroys your profitability
Customers who want a lot more (better product, better service, better schedule) but are tightfisted
Customers who require supplementary services or products (especially those that are not part of your business’s core competencies) and tailored solutions that you don’t provide and can’t profitably offer to the rest of your customer base
Customers who don’t subscribe into the future vision of your business or your industry, which they’ll need to strategically commit to as some point in the future
Customers who tend to be aggressive and hostile, and disrespectful to your employees, regardless of how well they serve the customers

Strategic Customer Management Involves Being Tough Minded with Some Customers

Strategic Customer Management Considering your long-term business goals, sifting through who should and who shouldn’t be your customers is an important element of strategic leadership.

With every product or service you offer, focus on who you want your customer to be, what expectations they have of you, and what you can profitably provide to them. Once you have figured that out, customers who don’t fit well need to be managed judiciously and decisively.

Without strategic customer management, you run a risk of disrupting your ability to converge around the needs of your principal customer base.

Remember the notion of opportunity cost—every ‘no’ is a ‘yes’ to something important.

Idea for Impact: Let Go of Some of Your Troublesome Customers

Sometimes, it may be better to lose certain customers by turning them down than to dilute your ability to serve other valuable customers profitably. Stop trying to delight every customer. Take a hard look at the past, current, and future of every customer and prioritize whom you can going to serve better and more successfully.

What it Takes to Be a Hit with Customers

May 19, 2017 by Nagesh Belludi Leave a Comment

Be Trustworthy. One of the most important aspects of being effective at work is earning and upholding others’trust through your actions, not through your words. You earn trust slowly but can lose it in a moment—as Warren Buffett often reiterates, “It takes 20 years to build a reputation and five minutes to ruin it. If you think about that, you’ll do things differently.” Idea for Impact: Earn trust by making and honoring your commitments. Do what you commit to. Act with integrity. Do the right things for the right reasons.
Be Responsive. We live in a time and age of “instantaneous gratification.” People want immediate results—without delay or deferment. They don’t expect to wait. And if they have to wait on you, their resentment grows. Alas, responsiveness affects how people perceive you. If you’re slow, your customers will suppose you are indifferent or incompetent. If you respond promptly, they’ll assume you’re proficient and on top of your work. Idea for Impact: Respond immediately to requests unless there is a judicious reason to wait.
Be Strong, But Flexible. Respect the rules and traditions but be adaptable to changing conditions. Be watchful and absorb from whatever you can learn—as General Electric’s celebrated ex-CEO Jack Welch once wrote, “The desire and the ability of an organization to continuously learn from any source—and to rapidly convert this learning into action—is its ultimate competitive advantage.” Idea for Impact: Flexibility with rules can be pragmatic in its own right. Learn to make rational decisions by balancing facts and emotions.
Be Realistic, Not Overly Optimistic. Self-help gurus and the media have endlessly touted optimism as the “winning formula to success.” This obsession with cheerfulness has reinforced a false sense of realism and pragmatism. Optimists tend to overlook the reality—they develop a false sense of hope and become too attached to the possibility of positive outcomes. Unfortunately, realists are branded as skeptics and skeptics are quickly shunned as outcasts. Idea for Impact: Take an honest and levelheaded view, no matter what the problem. Embrace the possibility of failure. Plan for the downside. Don’t get caught up in trivial details.
Be Likeable and Interested. Highly competent but unlikeable people do not succeed as well as their fairly competent but likeable counterparts. The American poet and memoirist Maya Angelou aptly said, “I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.” Idea for Impact: Be pleasant, enthusiastic, and friendly—make eye contact, smile, and say ‘hello’ more. Listen. Be open and approachable. Appreciate the individuality of people. Try to be interested, not just interesting.
Be a Good Salesperson. Much of success in life—from getting a Starbucks barista to make a special no-whip, extra-foam latte with half a packet of Splenda to finding a spouse—is really about selling yourself. Every selling situation involves making a connection with an individual who likes and trusts you. An anonymous sales guru once said, “All things being equal, most people would rather buy from somebody they like… and that’s true even when all things aren’t equal.” Idea for Impact: It is useless to work hard and be creative unless you can also sell what you create. Learn to be persuasive. You can’t just talk people into things.
Be Visible and Communicate Candidly. How you identify and respond to a problem or a crisis is the ultimate test of your character. If you do not communicate frequently, people will develop their own perceptions of the problem and its implications. Knowing when to step up your communications efforts to the right levels during difficulties can be a powerful tool in problem solving. Idea for Impact: Keep your eyes open for customers’ inconveniences, difficulties, and troubles as creative problems to be solved. Focus on problem solving. Be visible. Communicate and lead from the front. Learn how to handle upset customers.

Postscript: This Harvard Business Review article argues that, more than anything else, customers want just a reasonable solution to their expectations. Delighting them by “exceeding their expectations” hardly enhances customer loyalty.

How Starbucks Brewed Success / Book Summary of Founder Howard Schultz’s “Pour Your Heart Into It”

April 18, 2017 by Nagesh Belludi Leave a Comment

I recently finished reading Pour Your Heart Into It, the personal story of how Starbucks founder, Chairman, and ex-CEO Howard Schultz built a major consumer brand and a stellar business model anchored in passion and values. He proclaims, “Success should not be measured in dollars … It’s about how you conduct the journey, and how big your heart is at the end of it.”

An Iconic Leader Built a Coffee Empire with Unyielding Attention to Customer Experience

Howard Schultz’s Pour Your Heart Into It (1997) begins with his formative years as a poor German-Jewish boy in Brooklyn and ends with Starbucks’ post-IPO journey to becoming a well-respected and recognized global consumer brand.

In 2000, three years after Pour Your Heart Into It was published, Schultz assigned Jim Donald as CEO and became Starbucks’ meddling chairman. In 2008, following quarter-after-quarter of disappointing sales figures during the Great Recession and a “watering down of the Starbucks experience,” Schultz returned as CEO in 2008 and led the company to commendable growth and profitability. His turnaround memoir (my summary here,) Onward: How Starbucks Fought for Its Life without Losing Its Soul (2012,) discusses how he restored the essence of the Starbucks experience during his second stint as CEO.

Earlier this month, Schultz entrusted a deputy with CEO responsibility, but remains chairman. In the same way as in 2000, he hasn’t left the company and focuses on developing Starbucks’ premium Reserve Roastery and Tasting Room stores.

Starbucks Created an Industry through High-profile Cafés That Promise a Lifestyle Experience

In fact, Schultz did not start ‘Starbucks.’ When working as a plastics salesperson in 1981, he happened into Starbucks—then, a chain of six high-quality coffee retail stores based in Seattle. He immediately fell in love with his experience at their Pike Place Market store. Schultz recalls, “A heady aroma of coffee reached out and drew me in. I stepped inside and saw what looked like a temple for the worship of coffee. It was my Mecca. I had arrived.”

In 1982, he joined Starbucks as head of marketing and retailing. On a business trip to Italy, he witnessed the allure of Milan’s café culture. He was specifically fascinated by the passionate connection that the Italians had not only with their coffee, but also with their coffee bars—an integral part of their country’s social life.

After returning to Seattle, he could not persuade the original Starbucks’ proprietors to open similar “coffee bar experiences.” Schultz then quit Starbucks and opened his own Il Giornale chain of coffee bars. Three years later, when Schultz was all of 34, Il Giornale purchased Starbucks and adopted its name.

Starbucks founder, Chairman, and CEO Howard Schultz

From Rags to Riches: Starbucks Became A “Company with a Conscience” While it Brewed Worldwide Success

The rags-to-riches account of Howard Schultz is one great American entrepreneur success story. Schultz grew up poor in Brooklyn’s subsidized housing projects. At age seven, Schultz was deeply upset when his father suffered after breaking an ankle. With no health insurance or other benefits, the senior Schultz (a blue-collar “beaten man”) worked very hard at dead-end jobs to atone for medical expenses and offset his lost pay. That incident left a profound impression on Howard. “As a kid I never had any idea that I would one day head a company. But I knew in my heart that if I was ever in a position where I could make a difference, I wouldn’t leave people behind,” he avows.

CEO Howard Schultz: From Rags to Riches Starbucks Brews Success Subsequently, Howard Schultz wanted to create an enterprise that treated staff with respect and nurtured them. He writes, “If you treat your employees as interchangeable cogs in a wheel, they will view you with the same affection.” Starbucks offered health benefits and stock options to all staff (called “partners”)—including part-timers—to demonstrate “that a company can lead with its heart and nurture its soul and still make money.”

The essence of Pour Your Heart Into It is that the Starbucks marvel is not only about economic growth and brand success, but also about its socially conscious corporate ethos: “We never set out to build a brand. Our goal was to build a great company, one that stood for something, one that valued the authenticity of its product and the passion of its people.”

A Well-respected Global Brand and A Grande-sized Ego

Schultz’s gracious and inspiring account in Pour Your Heart Into It, however, is speckled with lofty assertions and self-congratulatory superlatives. For instance, when recounting his epiphany of discovering the allure of Milan’s café culture, Schultz states, “it was so immediate and physical that I was shaking.” He labels a prospective joint venture with Pepsi an “earth-jolting paradigm shift.”

Schultz takes credit for turning coffee into a “national obsession” in North America and declares that his founding purpose was to give North Americans the opportunity to savor the “romance and mystery” of Italian espresso bars. When featured on the cover of Fortune magazine for an article titled “Howard Schultz’s Starbucks Grinds Coffee Into Gold,” Schultz writes that he felt “proud but, frankly, a little embarrassed at all the attention. It’s always been hard for me to celebrate success.”

Like I wrote in my summary for Onward, Schultz’s account of his 2008 return as CEO, his flamboyant tone is demonstrative of a fiercely passionate entrepreneur and a brilliant corporate cheerleader. Under his leadership, Starbucks has used its narrative of being a noble torchbearer of altruistic capitalism to brew global success. Schultz writes,

Starbucks was attempting to accomplish something more ambitious than just grow a profitable enterprise. We had a mission, to educate consumers everywhere about fine coffee. We had a vision, to create an atmosphere in our stores that drew people in and gave them a sense of wonder and romance in the midst of their harried lives. We had an idealistic dream, that our company could be far more than the paradigm defined by corporate America in the past.

CEO Howard Schultz and Starbucks's Race Together Campaign Over the last few years, Schultz has been increasingly politically active and has used the platform of his office at Starbucks to share views on matters that are peripheral to Starbucks’ business and operations. In 2015, for instance, Starbucks got into hot water after launching a bold “Race Together” campaign in the aftermath of the Ferguson racial unrests. With his characteristic flair, Schultz encouraged baristas to discuss race with customers at Starbucks stores “under the belief that it’s a critical first step toward confronting—and solving—race-related issues as a nation” according to this USA Today article. Alas, Schultz’s idea backfired and Starbucks called off the initiative.

More recently, after President Trump’s executive order excluding refugees from specific countries, Starbucks announced its intention to lead a global effort and hire 10,000 refugees globally by 2022. Trump supporters promptly boycotted Starbucks.

Schultz is speculated to be considering running for the 2020 Democratic presidential nomination.

Lessons on Employee Engagement from Howard Schultz's 'Pour Your Heart Into It'

Recommendation: Read Howard Schultz’s “Pour Your Heart Into It”

Howard Schultz’s description of how Starbucks transformed an entrenched commodity into a value-laden brand and a differentiated experience makes Pour Your Heart Into It an absorbing story of entrepreneurial success. Schultz portrays himself as a passionate, dedicated, and visionary entrepreneur. But then again, he appears impulsive as a manager and brash as a capitalist—often in little doubt that his own preferences for the Starbucks experience will reflect of those of its customers.

The significant take away lessons from Pour Your Heart Into It are,

Develop a close relationship with your customers through the quality of your product and your customer service.
Continually reinvent your product and your business, even when you are experiencing success.
When you start a business, work hard to instill values and beliefs. Set the standards and build the culture.
Any consumer business is only as good as its customer-facing employees. When an organization’s employees sincerely believe in its product, service, and business, they will care about the customer, perform at higher levels, and eventually increase the company’s value of the organization.

Coffee snobs—especially Starbucksaholics—will love Schultz’s impassioned portrayal of “the romance of the coffee experience, the feeling of warmth and community people get in Starbucks stores. That tone is set by our baristas, who custom-make each espresso drink and explain the origins of different coffees.”

Customer Service

First-to-Market is often First-to-Fail

Wondering what to read next?

Products Lost in Translation

Case Study #1: Nestlé’s Paloma Iced Tea in India

Case Study #2: Kellogg’s Cornflakes in India

Case Study #3: Oreo Cookies in China

Idea for Impact: Your expertise may not translate in unfamiliar and foreign markets

Wondering what to read next?

Wondering what to read next?

Reflection: Is Acquisition Entrepreneurship Right for You?

Searching: A Full-time Job in Itself

Seek Enduringly Profitable Businesses: Recurring Customers and Predictable Revenue

A Checklist for Enduringly Profitable Businesses

Valuing the Company and Negotiating a Deal

Transitioning into Leadership and Emphasizing Business-as-Usual

Recommendation: Read ‘HBR Guide to Buying a Small Business’ for a Very Good Introduction on How to Buy and Organize Finance for a Business

Wondering what to read next?

Wondering what to read next?

Wondering what to read next?

Wondering what to read next?

Herb Kelleher: “Dear Mrs. Crabapple, We will miss you.”

Bad Customers: Wrong for Your Business, Wrong for Your Employees

Strategic Customer Management Involves Being Tough Minded with Some Customers

Idea for Impact: Let Go of Some of Your Troublesome Customers

Wondering what to read next?

Wondering what to read next?

An Iconic Leader Built a Coffee Empire with Unyielding Attention to Customer Experience

Starbucks Created an Industry through High-profile Cafés That Promise a Lifestyle Experience

From Rags to Riches: Starbucks Became A “Company with a Conscience” While it Brewed Worldwide Success

A Well-respected Global Brand and A Grande-sized Ego

Recommendation: Read Howard Schultz’s “Pour Your Heart Into It”

Wondering what to read next?