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Tribal Knowledge: Business Wisdom Brewed from the Grounds of Starbucks Corporate Culture
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Without question, Starbucks Coffee is one of the greatest business success stories of the past decade. Since going public in 1992, it has grown yearly revenues to more than $6.5 billion, achieved a stock price increase of more than 6,500%, and opened over 11,000 locations worldwide.
But for a company that has accomplished so much, outsiders really know very little about the Starbucks secrets to success. That’s because much of the company’s sage advice and weathered truisms exist solely in the hearts and minds of longtime Starbucks employees.
This so-called “tribal knowledge” includes pithy quotes uttered by Starbucks executives, mantras used by Starbucks project groups, learnings from failed pilot programs, and “ah-ha” moments from successful projects. It’s company stories passed down from one generation of employees to the next. It’s intense. It’s poignant. It’s thought provoking. It’s actionable. It’s a language of Starbucks “tribal knowledge” that has never been written – only spoken – and only within the Starbucks tribe.
Until now.
In Tribal Knowledge: Business Wisdom Brewed from the Grounds of Starbucks Corporate Culture, longtime Starbucks marketer John Moore shares untold, behind-the-scenes stories of the processes, the programs, and the products that have made Starbucks a remarkable business success, including:
· Why Starbucks was purpose driven to make a difference in the world.
· How Starbucks goes beyond simply having a mission statement to living its mission statement.
· How the Starbucks principled, innovative, and cause-related approach to marketing built an endearing and enduring brand.
· Why efforts to extend the Starbucks brand into lifestyle offerings such as a literary magazine and full-service restaurants failed.
· How the Starbucks approach to employee career growth has created a passionate workforce.
· How to apply the Starbucks “tribal knowledge” to your business, entrepreneurial venture, or project group.
Tribal Knowledge gives you unprecedented access to the many business lessons that helped Starbucks find prosperity by selling a commodity – all from a marketer who lived inside the Starbucks tribe.
DESCRIPTION:
Binding: Hardcover
Dewey Decimal Number: 658.8
EAN: 9781419520013
ISBN: 1419520016
Label: Kaplan Business
Manufacturer: Kaplan Business
Number Of Items: 1
Number Of Pages: 264
Publication Date: 2006-09-01
Publisher: Kaplan Business
Release Date: 2006-09-01
Studio: Kaplan Business
SIMILAR ITEMS:
• The Starbucks Experience: 5 Principles for Turning Ordinary Into Extraordinary
• Pour Your Heart Into It: How Starbucks Built a Company One Cup at a Time
• My Sister's a Barista: How They Made Starbucks a Home Away from Home (Great Brand Stories series)
• It's Not About the Coffee: Leadership Principles from a Life at Starbucks
• The Gospel According to Starbucks: Living with a Grande Passion
CUSTOMER REVIEWS:
Customer Rating: 
Summary: Fresh-brewed marketing lessons from Starbucks
Comment: John Moore compiles the lessons he learned in his marketing career, including eight years with Starbucks, into this little book. Each of its 47 very brief, breezy chapters provides a single, useful concept. Maybe all that caffeine triggered Moore's laser-like focus and brevity. The central idea is that your marketing works best when it is people-based and authentic. Your employees will pitch in with promotional efforts, too, if they see you and the company as genuine. If you show them that the company meets its commitments in everything it does, that will give them confidence that the company will fulfill its promises to them. Your customers will absorb that assurance and solidity from your employees, and everyone will benefit. This isn't rocket science; some of the points seem a bit puffed up to make a book of more than 200 small pages. However, we find the book's core lessons worthwhile - like a latte, this small cupful is short and light, with a shot of energy.
Customer Rating:
Summary: Great Insider View of the Starbucks Secret Sauce
Comment: I finished reading the book last night and give it high marks for being full of valuable information. Each chapter is very short and focuses on one particular lesson learned from Moore's years as a marketer with Starbucks. Unlike that other Starbucks book I read and reviewed earlier this year ("The Starbucks Experience"), this one reads much more like an unauthorized account as opposed to "official corporate policy."
Moore concludes each chapter with a series of relevant questions. Here's one that really jumped out at me, for example:
"If you freed up advertising dollars to be spent elsewhere within your marketing budget, how best would you allocate the money to focus more on being and doing rather than saying?"
He also explains how Starbucks continues to challenge itself. Rather than being content as the leading coffee shop chain, they look at "making the transition from Starbucks as coffee 'brand' to Starbucks as beverage 'icon'." So instead of owning the majority market share in the coffee world, they prefer to look at themselves as "an upstart, competing against the old-school beverage icons like Coke and Pepsi."
Moore gives great insight to the human side of Starbucks and what characteristics are common in the best employees. He also talks a bit about why employees leave. As he puts it, "people quit people, not companies. It's the person on the ground, not the board of directors on the eighth floor of corporate headquarters, who represents the company to your employees." How true.
If you're looking to get the inside scoop on what makes Starbucks special, this is the book to read. But I'd also recommend it to anyone who wants to learn countless bits of wisdom that can be applied to just about any business.
Customer Rating:
Summary: Good advice, but basic advice, provided in a light brew.
Comment: This is another example of those rapidly business books, rapidly increasing in number, that take some pretty basic insights about some aspect of business and puts it with some big name success story in order to make it appetizing to you. John Moore worked in marketing for Starbucks (and more at other places) for eight years and knows what he is talking about, but what he is talking about is pretty fluffy. Pretty much like the whipped cream on their coffee drinks.
It isn't that what he says is wrong or that it is valueless, but rather that it is pretty basic stuff. Of course, you may very well find things of value in the book. Certainly there are nuggets to be had. But they are of the "your marketing in the store should be aimed at your employees as well as your customers" variety. Also, he keeps talking about the great service experience they provide to their customers. Now, I am certainly not a regular at Starbucks because I don't drink coffee, but when I have been there with friends I haven't experience anything spectacular except slow service and not much for non-coffee drinkers and pastries without much flavor. How about you?
I found it amusing that the book is arranged into 47 VERY short chapters. Is that because of caffeine induced ADHD? Has our national attention span been reduced that much? Or is this intentionally a book focused at people who find sustained reading too painful?
Still, this might be something you really enjoy and can use. Some people like paying five bucks for a fancy cup of java, too.
Customer Rating:
Summary: Caffine Infusion For Your Career!
Comment: I have known John Moore personally for about six months. Before that I was an avid reader of his "Brand Autopsy Blog". I just finished reading his book, Tribal Knowledge, and found it to be a book worth reading. It is broken up into 47 short and digestable chapters (called "Tribal Truths"), each one disecting the internal workings of Starbucks.
Himself a vetran of Starbuck's marketing department, Moore share his behind the curtain insights as well as the points of views of current and former company executives.
I read the book over the course of a week, most of the reading actually while sitting in a Starbucks. It was interesting to uncover corporate attitudes attitudes while watching the employees live these "tribal truths" at the same time.
Moore is a marketing guru and a good writer, and has a lot to share with his readers. I reccommend this book!
Customer Rating:
Summary: Insights for Small Business Owners
Comment: John Moore had a back stage seat at Starbucks. He didn't just see the production, he was a stagehand. He gives amazing insight into not just how Starbucks became the first name in coffee, but also why it became so robust.
Get pad and pen in hand and get ready write. This book is especially valuable to business owners because it induces many "aha" moments. Ideas you will want to implement in your business flow from the pages.
Reading John Moore's golden little book of Starbucks Tribal Knowledge is not a 'how-to' marketing book; it's more 'how-come.' Divided into three sections: Branding, Customer Experience, and the Workplace, Tribal Knowledge zooms through short, concise and easy-to-read chapters. You learn how come Starbucks always executed promotions successfully by using a brand checkbook. You learn how Starbucks tapped into people's wants, and not their needs. You learn how come Starbucks always seems to have the type of employees you wish you could hire at your business.
At the end of the book, Moore asserts that profit is a by-product and happens as a direct result of doing things right. For business owners, profit will be a by-product of reading this book and then integrating some of the tribal traditions John Moore has gleaned from his years at Starbucks.
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