"First, Starbucks is a beloved brand with wonderful people. We are woven into the fabric of people's lives and the communities we serve. Second, there's a shared sense that we have drifted from our core. We have an opportunity to make the store experience better for our partners and, in turn, for our customers."
Don't miss what might be the most important observation of that paragraph. It's right there in the middle where Niccol talks about how, as a company, "we have drifted from our core." Those six words are an important observation and serve as a powerful lesson for every leader.
Niccol goes on to explain what he means:
"Many of our customers still experience this magic every day, but in some places -- especially in the U.S. -- we aren't always delivering. It can feel transactional, menus can feel overwhelming, product is inconsistent, the wait too long or the handoff too hectic. These moments are opportunities for us to do better."
There are two challenges here. First, you have to have identified and be committed to knowing what your core is. And, second, you have to be honest enough to admit when you've "drifted."