Starbucks: a great idea (and way) to get business.

Solo, espresso! Cinnamon Dolce Latte! Doppio!
Italian names for American coffees. This is the great idea of one of the most famous American companies: Howard Shultz, the founder, grew up in Brooklyn, on the edge of New York city during the 60ies, part of a generation of families who dreamed in the American dream.
One day this guy went to Italy, walking through the streets and the alleys of Milan. He saw the bars, he saw people getting coffees, without sitting, without staying for a long time, but just ordering, getting the cup, and than going away. All day long, also during the work-time.
So he got this breakthrough idea: to bring the same business in US, with a different way. American coffee, to take away. That’s fast, that’s easy. And than, also Italian coffees: he didn’t change the name, he just used a different adjective: solo espresso, or doppio espresso: these words are now part of the American background. The strange thing is that this brand is so famous having never had a great advertisement campaign. The power, the strength of Starbucks is in its employees: they are called “partners”, and they are paid with money and stock options. So they’re part of a firm, of a community, of a group, and this is the key for a good job.
After the employee, the client. The client is the second key for the growth of the brand, and he has to be respected, honored, he has to feel himself like at home.
From his own words: “Think about all our experiences every day. How often does anybody honor us as a consumer? Rarely. But when it does happen, the power of the human spirit really does come through. At the end of the day, when business is really good, it's not about building a brand or making money. That's a means to an end. It's about honoring the human spirit, honoring the people who work in the business and honoring the customer.”
Today Starbucks counts more than 3.500 stores in US, and it’s becoming to grow up in Japan, France, Germany.