Check out this great reprinted chapter in Debbie Millman’s new book “Brand Thinking and Other Noble Pursuits”

How Starbucks Transformed Coffe from a Commodity Into a $4 Splurg.

In this interview, Stanley reveals his secrets about the magic that helped to create a brand that conquered the world. The sensation that is Starbucks required elements of wisdom, integrity, showmanship, and intelligence. I got the sense talking with Stanley that each of the points he made—about Starbucks and other topics—could be explained in even greater detail. Each could have its own commentary in which Stanley unfolds, like an accordion, the full three-dimensionality of his experience and insight.