Scott Hodge

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Howard Schultz on Creating Passionate Consumers

Jun 23, 2005
2 Comments

Recently, KNOW (Knowledge Networks) sat down with Starbucks CEO, Howard Schultz to pick his brain on how to create passionate customers.  Here are a few quotes from the interview:

In addition to the price, the convenience, and other benefits, consumers are demanding more. They want products or services that create a powerful and enduring emotional connection.

Traditional advertising and marketing is not enough to build this relationship; those companies that turn their backs on the balance of short-term business and long-term sensitivity and relationship will lose in the market place.


The fracturing of our humanity, fracturing of trust in public institutions and corporations has created significant cynicism. However, people want to be a part of something that they can believe in. They want to be associated with a product or service that they can rely on. Companies that are serving these emotional and human needs of the customers will really stand out amidst this cynical backdrop.


At Starbucks, we have integrated ourselves in a way that is very different than selling a cup of coffee. We have an emotional relationship with our customers. It’s not one thing, but a lot of things. It’s not good enough to have a good ad, but everything you do helps complete the circle


2 Responses to “Howard Schultz on Creating Passionate Consumers”

  1. Two quotes I’m sure I’ll be using somewhere soon:
    “While I agree that turning people into consumers is not (and should not be) the goal of any church, you still have to connect with people who ALREADY HAVE a consumer mindset before you can have any influence in their lives.”
    and -
    “To me, that is a sign of a healthy church – one that connects with consumers – but ultimately turns them into contributors.”
    Extremely well said. Bing! You preach it, I’ll amen it…

  2. Sarge says:

    To me it’s that there has to be the “emotional connection”. Before they will serve, our people must feel a connection whether it be emotional or spiritual not just out of duty.

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