(10) Be the Best, Not the Biggest
Just as it never sought to create a brand, Starbucks never set its priority to become the biggest coffee retailer. Starbucks did, however, set out to become the best coffee retailer, trusting that growth would be a by-product of being the best.
Starbucks’ steadfast drive to become the best coffee retailer has resulted in its being the biggest coffee retailer.
Posted in Discuss the Tribal Truths
I think that this is a wonderful principle when executed. Being the biggest helps, as I know from my own experience as a customer, there is an inherent trust if you know a brand name. The bigger you are the more people will get to know and trust your product. Ofcourse, assuming you are the best or one of the best.
Posted by Clive on October 17th, 2006 at 9:57 pm