I did not know whether to cry or laugh when I read the Chicago Tribune story about the Starbucks annual meeting.
Despite a number of moves to reposition his coffee-shop chain, Starbucks Chief Executive Howard Schultz said the company is still seen as a symbol of excess in the downtrodden economy. And he's tired of it.
At the company's 18th annual shareholder meeting in Seattle, Schultz told shareholders he aims to knock down the "myth" that Starbucks coffee costs $4 a cup.
At the company's 18th annual shareholder meeting in Seattle, Schultz told shareholders he aims to knock down the "myth" that Starbucks coffee costs $4 a cup.
Without myth Starbucks is a commodity and not a good one at that. Myth resonates, people relate to myth, myth creates culture, myth is LIFE. The notion that Howard wants to dispel the myth is absurd at all levels.
