Starbucks is known for selling coffee. Last year saw the javabehemoth top $5.7 billion in net revenue, and with over 25,000stores in 75 countries, it's hard to drive a block in most Americancities without passing a Starbucks location.
However, if you ask former CEO Howard Schultz about the companyhe took from rags to riches, he'll tell you that Starbucks doesn'tsell coffee. No, in the words of Mr. Schultz, Starbucks sells “athird place between work and home.” Coffee just happens to be thevehicle that connects the consumer with the experience, and it'sthe Starbucks baristas who play out Schultz's vision by creating aunique experience for the millions worldwide in need of a caffeinefix.
In an industry where commoditization reigns, Starbucks changedthe game.
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