An executive from Seattle visits Milan and is entranced by the coffee culture. He describes it as “the symphony of flavor, the romance and showmanship that coffee could create.” He sees the potential to develop a similar culture in America. He returns to Seattle with an idea to create a “third place between work and home.” Of course, like any good story, there’s a hurdle. His partners don’t share the dream. They just want to sell beans and coffee equipment. He was crushed. He leaves the company, opens a concept store that reflects his vision and, two years later, buys the original company from his former partners and turns it into the Starbucks we know today.
CEO Howard Schultz never grows tired of repeating their signature stories to inspire new employees, customers or stakeholders. For decades, he has told the story frequently and consistently, even using the same language to describe the event.
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The Milan story is now part of Starbucks folklore. It is a great example of a signature story, which is defined by business professors as ““an intriguing, authentic, involving story with a strategic message that enhances the brand, the customer relationship, the organization, and/or the business strategy.”
“Every company must stand for something,” Howard Schultz says. “A company can grow big without losing the passion and personality that built it, but only if it’s driven by values and by people. The key is heart.” Inspiring leaders touch the heart—and storytelling is the vehicle they use to get there. Stories that touch the heart never get old.
– **Source: https://www.forbes.com/sites/carminegallo/2018/09/07/howard-schultz-elevated-the-art-of-corporate-storytelling/#37daa3a373d2
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