The best way to remember a story is to remember the main points and then tell it in your own words.
The Starbucks in Australia is good story to use anytime you need to open peoples’ minds to cultural change or answering the clients needs. It also helps people understand the power of culture to shape a consumer’s mind.
In Korea we have over 1,000 Starbucks, Over the past 20 years ago, there
has been one new Starbucks opened every week. But this isn’t true everywhere.
In Australia, there are over 10,000 coffee shops, but only 22 Starbucks.
Person for person Australians drink on average 30% more coffee than
Starbucks first opened in Australia in 2000, the same year as the
In 8 months opened 80 stores.
After the Olympics, Starbucks learned that Australian’s hated Starbucks.
What they found was that Australian’s truly value a personal
Australians love to boast about ‘their guy’s secret twist on espresso.’
Australia’s egalitarian culture means that you should know the name of “your”
Plus – Australia’s first café owners taught Aussies to see their
offering as real coffee.
The Italian, and Greek immigrants brought their sweet,
slightly acidic and best drunk without milk coffee.
There is no room on the Aussie palate for Frappuccino’s and pumpkin
And as for the Starbucks layout “Why would you want to sit
around a pretend lounge room drinking a weak and expensive coffee?”
In 2016 Starbucks sold the last 22 stores to Seven-Eleven for
a $143 million loss.
Business Point (Use Case) Suggestions:
Unless your solution matches your customers needs, it doesn’t matter about
Knowing your customers’ needs is the beginning of everything.
You can’t make them like you.
Even if they look the same, they might not be the same.
Culture is everything
Point: Nike says – It’s a perfect
example… of how we find innovation, where we look for it, how it can come
from the most mundane or unlikely sources. That’s an important message… we
can find inspiration in literally anything.”
August 2010, Nike executives received a stunning email from the Bowerman
family. “It said, ‘we found, what we believe, is the original waffle
iron.’ Bowerman’s son, Tom, lived on the family property in Coburg and decided
to expand the carport. Digging alongside the house, he came across the
scrapheap of his father’s experiments. There were crudely cobbled-together
shoes, old prototype metal plates, cracking rubber soles, peeling molds, and a
rusty old waffle iron.