starbucks and the passion principle

A perfect complement to the passion marketing idea — this profile of Starbucks’ Howard Schultz from Business Week might as well be a fundraising primer.  Here’s the bottom line:

Lesson 1: Dig deep to identify what you are truly passionate about (hint: it’s not always the product itself) and convey that message to employees, customers, and colleagues. When you are passionate, you come across as excited, energetic, and enthusiastic — all of the qualities people like to see in others. And if people like you, they’re more likely to do business with you or to back your vision.

Lesson 2: Inspire your colleagues, investors, or employees by painting a picture of a world made better by your service, product, company, or cause

Lesson 3: To get the most out of people, a leader has to tap into their emotions as well as their minds. People can relate to stories. They can see themselves in other people’s stories. The ability to use stories to get people to buy into one’s vision with their hearts is a powerful leadership capability.

And also serve great coffee!

  • Liked this post a lot. Google could be another example of a company with a unique vision — besides just raking in dough, although nobody’s objecting to that — that defines their relationship with the user or coffee drinker.