There is no doubt that right now, in mid-2007, Google is the premier company in the world. It buys all of the best minds, it drives them to keep making the impossible, possible, it grows its business model almost daily and it makes it all work, cubed. It seems there is nothing Google can’t do.
So I say it’s time for the search engine, advertising, algorithm crunching juggernaut to buy Starbucks. Starbucks? Why the hell would they want to do that? Because what used to be one of the true stars of the corporate galaxy-a Google of its industry-is now a sad, tired, arrogant, sloppy, remnant of the past. Yesterday, I had breakfast with a friend in the Starbucks in New Canaan, CT. Did I say breakfast? Airlines don’t serve such plastic food. But we were there and hungry so we picked the best of the worst and then set out to find a table outdoors. Oh, there were plenty of tables, but we had the temerity to want a CLEAN one. At the Starbucks 2007, that is always mission impossible. So we bused the table ourselves and enjoyed the autumn like day in New England. And then we both had to use the restrooms and let me say I’m glad we ate first. I know this store has been open for years-and it used to be a delight when Starbucks still had the word “customer” in its lexicon-but I don’t think the restrooms have ever been cleaned. EVER! My friend and I could only debate if the ladies room was more disgusting than the men’s, or vice versa.
What is happening to Starbucks is an all-too familiar corporate scenario: once it looks like you can’t do wrong, that the cash machine will just keep on pumping, management loses its intensity or becomes distracted or just doesn’t give a damn anymore. And the arc that every business moves through slides south, slowly at first, and then into a dizzying freefall. Now Starbucks has a zillion shops selling ok coffee in filthy surroundings adorned with prison food. So imagine Google steps in. In months, every Googlebucks is wireless, plasma TV screens line the walls, video games are built into the spotless tables, Thai specialties are worked behind the gleaming counter, and on and on. You wouldn’t recognize the place. Amen.
Some months ago middle of the road hotel giant Marriott paid a visit to ultra chic and inventive hotelier, Ian Schrager. Marriott is the behemoth of the hotel industry, Schrager a virtual gnat next to them. But Bill Marriott is a big enough man to admit his dynasty of a company can learn from Schrager. Absorb some of its sex appeal and open doors to the boutique segment Marriott is absent from. Most companies would not admit they lack the DNA to create a product with an entirely different culture than their own. But not Bill Marriott. So he boarded a plane, ate humble pie and asked Schrager for help. They will partner in 100 hotels around the world. And the experience will impact Marriott’s 2,900 locations. For the better.
Marriott needs a dose of Schrager. Starbucks needs a dose of Google. Starbucks is on too high a horse to ask for it. So Google go buy the fading star and remind them what a great business looks like.
Once we stop learning, once we start thinking we have it all figured out, we become Chrysler, General Motors, and Jet Blue. Dumb companies selling junk to people they couldn’t care less about.
Mark Stevens
CEO
Tell Me How You Will Avoid Being Another Dumb Company.
Social poster
Downloads
- No documents for download.
Track comments via RSS 2.0 feed. Feel free to post the comment, or trackback from your web site.
Thanks for the link, good article by the way
This was great, I definitely agree! Good post!
-Terra
http://www.BetterForBusiness.com