The

STARBUCKS  MISSION STATEMENT:

OUR MISSION:  TO  INSPIRE  AND  NURTURE  THE  HUMAN  SPIRIT–ONE  PERSON,  ONE  CUP  AND NEIGHBORHOOD  AT  A  TIME

Big deal, huh?

I mean.     .     .

what exactly does that mean?

In fact, Starbucks mission

has received the lowest score from all the missions

that have been evaluated.     .     .

Even though,

Nissan received the same 0.6 points

STARBUCKS

statement can be tilted

as the poorest mission because

it doesn’t provide any relevant information

about its business to the world.        .        .

Psssssssssssssst   of   the   Day:

The goal of a Mission Statement

is to communicate the primary information

such  as:

What does Starbucks do.       .        .

What are it’s values.            .           .

What are it’s competitive advantages and social responsibilities.        .        .

How does the Company treat its Employees.          .          .

The Starbucks Mission

states none of these major things.          .          .

So.       .       .

S T A R B U C K S

should have included all

N I N E     C O M P O N E N T S

of   The  Mission.     .     .

but didn’t include any.        .        .

S   T   A   R   B   U   C   K   S

also doesn’t mention any of its values

and its just not clear

as to what guides Company

actions and decisions.     .     .

The only remedy

that Company’s stakeholders receive is

S  T  A  R  B  U  C  K  S ‘ S

p  r  i  n  c  i  p  l  e  s

that support its mission and provide

more information about the business

l     i     k     e

C o f f e e

P a r t n e r s

C u s t o m e r s

S t o r e s

N e i g h b o r h o o d s

S h a r e h o l d e r s.       .       .

wait.       .       .wait.       .       .wait.       .       .

starting to sound like

Charlie Brown’s Teacher:

Blah.        .        .Blah.        .        .Blah.        .        .

Maybe

S     T     A     R     B     U     C     K     S

should actually improve its Mission

to fully answer what its

core purpose is

but this is what

I   do  know:

Even      before      I      go      into 

S     T     A     R     B     U     C     K     S

to   order   my

Grande   Breve   Extra   Shot   Three   Sweet   and   Low   Latte

and   my

G o u d e     B a c o n  &  E g g    B r e a k f a s t    S a n d w i c h

they’re not only waiting for me.     .     .

they are

championing me.       .        .

they   are

C   A    R    I    N    G        C   A   T   A    L   Y   S   T   S,

‘B        U        C        K        I        N        G

me    u p

like they are

with the countless others

before me

and long after me

each day.       .       .

in  what  they  call

C       O       M       M       U        N       I       T       Y

and   it   not   only   tasted   better.        .        .

it never

f              e              l              t

b e t t e r

and  that  not  only  supersedes

T H E      M I S S I O N

it

ultimately becomes

o          t           h          e          r            s

Q u e s t i o n :

Are  you  willing  to

D R I N K

to   it ?

J   O   I  N        M   E