1. Summary: By studying the development of Starbucks, we can understand its unique values. How it is people-oriented, how it is based on its own values, and how it is injected into its own heart to make a company bigger and stronger.
2. Knowledge points:
(1) Starbucks coffee
Starbucks was originally a retailer selling coffee beans, and later developed into a coffee shop that provided a third space between home and company.
(2) new to the workplace
After graduation, Howard switched from the skating rink to Xerox to study marketing, and later resigned in order to find a more challenging job, which laid the foundation for the later development of Starbucks.
(3) Discover coffee
Howard entered the kitchen equipment and household goods company and found a large number of Seattle retailers who ordered coffee grinders. He went to Seattle to find out and found Starbucks that grinds good coffee with high-quality coffee beans. He felt that high-quality coffee beans had great market potential in the United States and decided to join Starbucks.
(4) the turning point of life
After Howard joined Starbucks, he went to Italy for a business trip and found an Italian coffee bar. He drank latte with coffee and milk. He wanted to bring this coffee shop marketing concept with coffee experience and coffee spirit back to Starbucks, but it was rejected by other Starbucks partners, so Howard decided to go it alone and set up his own Starbucks.
4. Feeling:
1. When we put our heart into a job, it will produce unimaginable effects.
When you have a dream, you should work hard for it and defend it, even if others laugh and question it. Listen to your heart, don't be intimidated by the negation of others, and don't be knocked down by the possibility of failure.
Second, different Starbucks.
1. Summary: Today, I learned how Starbucks has developed from a coffee shop to a coffee shop that provides rest and interpersonal communication in the third space. Starbucks has gradually developed from a small place in Seattle to the whole country and even the whole world, all of which are inseparable from Howard's spirit of dare to think, dare to do and never admit defeat.
2. The key point: Dare to dream big, because small dreams are not enough to make you motivated, and only big dreams can arouse your enterprise.
3. Knowledge points:
(1) Ways to raise funds
When Howard opened a shop, the huge problem he faced was → lack of money. In order to raise money, he found many people, and 97% of them turned him down, but he was not overwhelmed by difficulties. With his information and perseverance, he raised $654.38+$6500 from 3% investors, including a partner of Starbucks, and finally gradually established three stores.
(2) Acquisition of Starbucks
At that time, Starbucks partners were divided on selling Starbucks stores and brands. Howard's sales at that time were not as good as Starbucks, and the store size was not large enough, so he wanted to buy Starbucks. But a partner of Starbucks wanted to compete with him. In the face of various pressures, he did not give in, and finally bypassed one of the partners to raise money and won Starbucks.
(3) Expanding Zhang Zhilu.
Starbucks later opened a new store in Chicago, but it also encountered many difficulties at first, and it didn't start to make a profit until a year later. Since then, Starbucks has continuously climbed to the peak, and branches have been opened to places such as Los Angeles. Today, Starbucks is found in various countries, provinces and cities in China. This is inseparable from Howard's spirit of daring to struggle and dream.
(4) the third space
The rapid development of Starbucks is actually beyond Howard's imagination. Espresso has developed into a popular beverage, which can be successful in different cities. The reason is that it provides an exotic romantic feeling, a quiet third space, a rest place besides work fatigue and family pressure, and an atmosphere for interpersonal communication in order to deal with social problems.
4. Feeling: Dare to dream big, but small dreams are not enough to stimulate your enterprise. Indeed, I have great dreams for the future now, but there is no clear direction at present. I feel that I am dreaming someone else's big dream, and the dream is based on others. I feel that this is also quite dangerous. It is important to have a big dream, but such a big dream should be based on yourself. You need to know what your dream is and how to go further.
Third, Starbucks values
1. Summary: How did Howard win the trust of employees, make employees full of passion and enthusiasm, and make Starbucks bigger and stronger?
2. Key points: three steps to win the trust of employees: from the perspective of employees, give employees health and welfare benefits, and finally divide shares according to employees' wages, provide them with shares, make them a part of the company, and make Starbucks better.
3. Knowledge points:
Constantly update your reasons: the world is always changing, nothing is static, and expecting to maintain the status quo will only lead to sadness.
Starbucks values: When employees make every cup of coffee, they should do it with heart and let customers drink it.
Howard's goal: all employees have pride in the company, can work together for the same goal for a long time, and finally make Starbucks prosper for a long time.
How to do it:
3. 1 Start with employees
Based on the complex feelings for blue-collar fathers, from the perspective of employees, we should start to deal with employees' problems, so that employees can gain dignity and create a United working atmosphere.
3.2 Welfare Medical Plan
Build trust with employees:
(1) Providing better benefits for employees-providing full medical insurance for part-time employees-reducing personnel mobility-employees have higher trust in the company and lower costs accordingly.
(2) The effect of the health protection plan-employees' mental outlook has been improved and their work has become more active.
3.3 Coffee bean inventory plan
Let employees participate in drafting Starbucks' mission statement: to provide a perfect working environment and create a working atmosphere of mutual respect and trust.
Implement the long-term stock option plan:
Give employees part of the whole Starbucks stock as an option, so that employees can also own shares, and all employees of Starbucks can become partners.
Within the scope of the whole company, every employee of Starbucks is given shares of the company, from the top leadership to the coffee master, and the shares are divided in proportion based on everyone's basic salary.
If you work harder and pay more, you can get more stocks. If Starbucks goes public one day, your equity can eventually become a lot of money.
Convince the board of directors that this increase in shares can make the company develop better and improve its sales and profits. Although the proportion of investors' shares seems to be relatively reduced, the value of shares in your name will definitely increase faster.
3.4 the value of the stock plan
(1) The professional attitude of Starbucks employees has changed greatly. They all put in their passion and enthusiasm, and all the employees in the company began to work hard for the same goal. Because their self-worth has been affirmed, this passion comes from a sense of belonging, trust and loyalty.
(2) the embodiment of transformation: employees will reduce costs to innovate without trade unions.
4. Feeling:
(1) The biggest consideration for most employees is salary. But in fact, if employees' self-worth in the company is satisfied and they feel that they are the same as the company, then their attention to salary will be reduced accordingly. During my college years, I will work part-time in a training institution during the winter and summer vacations. To tell the truth, the salary in that institution is very low, and many people don't want to go, but I am willing to go, because the principal will pay great attention to the needs of employees and give other benefits, so I feel very happy to work there, and I have been working there for three years in winter and summer vacations. Therefore, it is very important to meet the needs of employees, so that employees can trust the company and have a sense of belonging to the company.
(2) The stock plan is also very innovative. Many enterprises want to improve the enthusiasm and initiative of employees, but employees feel that the company is not theirs, and it is difficult to devote all their enthusiasm and passion. When employees own part of the company's equity, they become a part of the company, and they can really devote all their enthusiasm and passion.
Fourth, the crisis of Starbucks.
1. Summary: In the face of cost crisis, Starbucks still adheres to its own values, guarantees price and quality, always cares about customers' interests and considerations, and wins customers' trust. By default, Starbucks stands for high quality coffee.
2. Focus: In the face of the crisis, Starbucks did not choose to buy coffee beans with lower quality and relatively cheap price, but insisted on its own values and did not compromise in principle for higher profits. If quality is sacrificed for profit, it will be an irreparable price.
3. Knowledge points:
How to treat the sense of security?
First of all, it is human instinct to seek safety and avoid danger, but we can't avoid danger forever in life, so we need to have the ability to cope with the crisis. Secondly, if a person stays in the comfort zone forever, he will be timid and afraid to take risks, and he will not be able to seize the opportunities he may encounter.
In the long run, avoiding danger is no safer than full exposure. Life is either full of adventure or nothing.
No matter what you do, you can't be calm. Don't do things in the same way, and don't freeze the operation mode. If you stand still, you will never surpass others.
3. 1 rising cost crisis
Due to the severe frost in Brazil and the shortage of coffee beans, Starbucks is likely to encounter the crisis of rising coffee bean prices (rising costs). Although Starbucks has a certain stock, if the price of coffee beans continues to rise, Starbucks will eventually raise prices. At that time, the price of coffee beans has been rising, and no one can predict whether the price of coffee beans will rise or fall in the later period. Finally, they assume that the two probabilities are equal, and the question is what kind of risk they can accept. In the end, they chose enough coffee beans to buy the sky-high price, because they could bear the consequences, although the price of coffee beans fell a few months later.
In the face of the crisis, Starbucks did not choose to buy coffee beans with lower quality and relatively cheap price, but insisted on its own values and did not compromise in principle for higher profits. If you sacrifice quality for profit and don't insist on the quality of coffee, it will be an irreparable price.
3.2 The Birth of Frappuccino
Coffee shops near Starbucks have all launched their own specialty coffees. This special drink is very popular in summer. When customers can't drink harmonious drinks in Starbucks, they lose a certain number of customers. The manager on the lower floor of Starbucks asked if it was possible to add a drink with other flavors, but was rejected by the headquarters. However, the store manager was not discouraged. He experimented, blended and improved himself. Finally, after the improvement of the food consultant, Frappuccino was born.
Revelation: The appearance of Frappuccino has not been blocked by any solidified articles of association. It is a spontaneous action, a bottom-up action. If Starbucks has become a typical rigid company, Frappuccino will never be made, so Starbucks must adhere to the spirit of innovation and do some self-innovation. As a wise leader, you must never stop the enterprising spirit of your subordinates.
4. Feeling:
1. Learn to get out of your comfort zone, dare to try and take risks, and you can only seize the opportunity when it comes.
2. Learn to keep learning, update knowledge, and try to innovate, instead of thinking rigidly, standing still and applying templates.
3. Adhere to principles, have the bottom line of being a man and doing things, and cannot compromise on principles. Every March 15, many safety problems exposed in China are rooted in the fact that manufacturers make profits for the quality of doctors and do not adhere to principles. If there is one more manufacturer who adheres to the principle, then our society will have more security and guarantee.
4. When faced with two bad results, we should learn to weigh the pros and cons and choose the one that causes lower losses, instead of obsessing about how to solve it perfectly, because when some force majeure factors occur, we should learn to accept and choose a better solution.
Howard grew up with Starbucks.
1. Summary: How did Howard continue to reinvent himself after his success and become a leader from a dreamer three times?
2. Focus: Rebuilding self-spirit
3. Knowledge points:
3. 1 Howard's growth
Howard started investing in his own coffee shop at the age of 32, and by the age of 40, he had developed Starbucks very successfully. He also appeared on the cover of Fortune magazine and became the president of the fastest growing company in America. When Howard celebrated his victory, he was worried that there was no adversity and didn't know what to do next. He had to grope for it himself and ask others with his own worries and questions.
3.2 Self-transformation
Dreamer-Knock on the door of every potential investor in Seattle, tell others their plans and dreams, and then raise money for their coffee shop.
Entrepreneur-taking over Starbucks, he is very entrepreneurial and hands-on, making Starbucks a fast-growing company.
Manager-the company is getting bigger and bigger, and many decisions need to be delegated to others. If he can't do it himself, he needs to learn to manage others, and then give power to others to do it.
Leader-set up the chief operating officer and general manager of the company, free yourself from the daily management affairs, do some visionary and creative actions, and then foresee the future and create greater value for the company.
3.3 Role conversion again
From manager to leader: learn to quit the daily management work and let others manage it, because this process is a bit difficult. You must trust your general manager or other managers and let them do the work instead of interfering in everything.
During Howard's transformation from a professional manager to a leader, he encountered conflicts, but in the end he succeeded. The role of the leader is to find a path, find a new development direction for the company's future, and predict the competitive situation and some strategic layout that the company will face.
4. Summary:
(1) We should have both long-term vision and short-term goals.
(2) If you want to recreate Excellence, you must first reshape yourself. The word "reinvent yourself" is especially important for entrepreneurs. Any entrepreneur, if he is weak in shaping himself, can't keep up with the development of this company and can't take this company to a new starting point.
(3) Howard thought it would be easier to work after the company expanded, but it was actually more difficult. This is also a process that many entrepreneurs will experience. They found that the problems they faced became more complicated and huge.
For example:
When the company has doubled or even tripled, can it still adhere to its original values?
How to manage the whole company in the process of innovation?
When you have an urgent problem to deal with at the moment, how to keep the focus on the long-term goal?
How to keep your creative spirit in the long-term plan?
These are the problems of entrepreneurs. Howard believes that these answers can't be found in books, and there are no ready-made answers, so we can only explore them ourselves. He consulted experts, people he had worked with, everyone he met who thought he was wise, and then asked them for advice.
(4) When you can change from a dreamer to a guide, your life will be completely different from the initial stage. People at this time are more energetic and can do more things. If you don't keep up with this change, if you shape yourself too slowly, if you can't adapt to your role, then you are likely to be a step behind in life. Your life has reached the next stage, but people are still in the last stage. At this time, life has changed, but you haven't. Many new dilemmas and crises are beyond your control, and there will be conflicts in life.
(5) Entrepreneurship is the best way to exercise a person's ability and forge a person's mind, because you must maintain a state of rapid learning and then quickly complete your own upgrade, so that you can develop with the whole enterprise.
(6) A company needs all kinds of talents to keep its vitality, including dreamers, entrepreneurs, professional managers and guides. With these four talents, the environment of the whole company is exciting and more challenging. If it can't be done, it is likely to become a bureaucratic and mediocre enterprise.
5. Feeling:
It is necessary to remould oneself in today's society, because society is constantly changing and developing, and only self-renewal can keep up with development. A person will play many roles and go through many stages of development. If he can't change his role to adapt to development, he will easily be eliminated by society.