首页
外语
计算机
考研
公务员
职业资格
财经
工程
司法
医学
专升本
自考
实用职业技能
登录
外语
Starbucks’ Secret Ingredient How you can incorporate coffee chain chairman Howard Schultz’ persuasive communication skills
Starbucks’ Secret Ingredient How you can incorporate coffee chain chairman Howard Schultz’ persuasive communication skills
admin
2010-03-26
39
问题
Starbucks’ Secret Ingredient
How you can incorporate coffee chain chairman Howard Schultz’ persuasive communication skills in your workplace.
If you’ve set foot in a Starbucks recently, there’s no doubt you’ve been exposed to marketing for Akeelah and the Bee, the story of a young girl who thies to make it to a national spelling bee (拼写比赛获得者). The movie opened Apr. 28 and represents the coffee chain’s first major push into theatrical releases--part of a joint-marketing agreement with Lion’s Gate to promote the film (see BW Online, 5/1/06, "Howard Schultz Looking For His Next Act").
In many ways the story of a poor child with big dreams reflects the upbringing of Starbucks Chairman Howard Schultz, who grew up in the housing projects of Brooklyn and now oversees the Seattle-headquartered coffee empire (see BW Online, 4/26/06, "Starbucks Perks Up Socially Conscious Films"). In the past few weeks I have seen Schultz profiled on 60 Minutes and the new CNBC show American Made. I found it inspiring that Schultz has maintained a very strong, persuasive, and consistent message since the time he granted me an interview for my book.
His powerful communication skills define a leader who knows not only what he stands for, but also the values he promotes, and who knows how to make an emotional connection with his listeners. In fact, Schultz majored in communications in college, took public-speaking courses, and credits much of his ability to win over investors, customers, and employees to his communication skills. There are three qualities that I think help Schultz stand out as a persuasive business communicator. My observations and three lessons you can incorporate into your own workplace follow:
SHARES HIS PASSION. Schultz is fiercely passionate about what he does. But understand that his passion is not only about the coffee. He sells much more. You see, while Schultz loves coffee, he’s passionate about creating a workplace that treats people with dignity and respect. That’s the message he conveys consistently to employees, customers, and investors.
In Schultz’s book, Pour Your Heart Into It, the word "passion" appears on nearly every other page. But he doesn’t leave his enthusiasm on its pages. In conversation, Schultz exudes an authentic, unbridled passion for his employees and their lives. It rubs off on his listeners.
"You either have a tremendous love for what you do, and passion for it, or you don’t," Schultz told me. "So whether I’m talking to a barista, a customer, or investor, I really communicate how I feel about our company, our mission, and our values. It’s our collective passion that provides a competitive advantage in the marketplace because we love what we do and we’re inspired to do it better. When you’re around people who share a collective passion around a common purpose, there’s no telling what you can do."
Lesson 1: Dig deep to identify what you are truly passionate about (hint: it’s not always the product itself) and convey that message to employees, customers, and colleagues. When you are passionate, you come across as excited, energetic, and enthusiastic--all of the qualities people like to see in others. And if people like you, they’re more likely to do business with you or to back your vision.
While Schultz’s passion rubs off on employees, it was his enthusiasm mixed with the ability to paint a vivid picture of what he was trying to accomplish that convinced skeptical investors to back his original concept. Schultz makes his money off coffee beans--whole, ground, or what have you--but what he’s really selling is a blend of coffee and romance. Schultz has succeeded in painting a picture of comfort and community--a third "destination" between work and home.
During a now-famous trip to Italy, Schultz’s life changed forever when he took his first sip of espresso and steamed milk and looked around the cafe on a piazza in Milan. The Italians were passionate about their coffee drinking and treated it as a way to socialize. Schultz transported this vision back to the U.S.--painting a vivid picture of Italy’s espresso-bar culture and how Starbucks could replicate that experience. His pitch helped to transform a small Seattle coffee-bean store into a global brand serving some 40 million people a week.
Lesson 2: Inspire your colleagues, investors, or employees by painting a picture of a world made better by your service, product, company, or cause.
The very first line of Schultz’s book has nothing and everything to do with Starbucks. Schultz begins by writing, "On a cold January day in 1961, my father broke his ankle at work." The story of how his father’s injury left his family with no income, no insurance, and no safety net marked a turning point in Schultz’s life. He consistently tells this story to employees, journalists; and shareholders as a way of inspiring his audiences to support his vision. I was not surprised to hear it again in the CNBC program.
"What does your dad being laid up by a bad ankle have to do with roasting coffee beans?" I once asked Schultz. "On many levels, the experiences I had as a young child formed my values and my understanding of what it meant for people to be left behind, "he responded." We hire 300 people a day. It’s very important new people understand that when I started this company I had nothing--what drove me then and what drives me today is to build a different type of company, to create an environment in which people are respected and dignified in the workplace. "Schultz believes that personal stories inspire those around him by creating shared values.
Lesson 3: To get the most out of people, a leader has to tap into their emotions as well as their minds. People can relate to stories. They can see themselves in other people’s stories. The ability to use stories to get people to buy into one’s vision with their hearts is a powerful leadership capability.
Schultz never would have achieved his vision if it hadn’t been for the passion and dedication of those around him. It was, and continues to be, essential that his staff all share a common vision. Through persuasive communication skills, Schultz made his dreams come true and continues to share them with thousands of employees, investors, and customers around the world.
The first line of Schultz book has nothing to do with Starbucks.
选项
A、Y
B、N
C、NG
答案
B
解析
根据第11段:The very first line of Schultz’s book has nothing and everything to do with Starbucks.该句意为:书中的第一行字可以说既与星巴克无关又有关。
转载请注明原文地址:https://kaotiyun.com/show/yfk7777K
0
大学英语四级
相关试题推荐
A、Thehospitalwasnamedafterthegovernor’swifeEmma.B、AlotofChinesepeopleusedtogrowvegetablesinEmmaVille.C、Emma
ThearticledealswiththeemploymentofthefutureintheUnitedStates.Althoughthejobapplicantshavenotfinishedhighsc
Thewritedoesnotliketelephoneinapublictelephonebox,because______.Whatkindofpersondoyouthinkthewriteris?
__________(无论评论家说什么),thefactremainsthatmillionsofpeopletuneineagerlytotheirfavoriteserialeveryday.
A、Youwillnotgetthejob.B、Thereusuallyaren’trightanswers.C、Youwillappearinarticulate.D、Theinterviewerwillchecky
A、Itmightbeusedinothercrimes.suchasrobberies.B、Itmightgetdamagedinanaccident.C、Itmightbesoldsecretly.D、It
Markoften______(试图逃脱罚款)wheneverhebreakstrafficregulations
A、Hecan’tfindhiscarkey.B、Hemisplacedsomeexams.C、Heisunabletotalk.D、Hedoesn’tlikehisclasses.C
Todaywetakeforgrantedthatthemailwillbedelivereddailyatourdoor.Butmanyyearsagoitmighthavebeenplacedina
____________(要不是他们组的帮忙),wewouldnothavesucceededintheinvestigation.
随机试题
设z=z(x,y)由方程sin(x+2y-3z)=x+2y-3z确定,求
甲状腺疾病的检查方片中,首选的方法是
男性,72岁,因反复咳嗽、咳痰23年伴活动后气短6年,加重1周入院。检查:神志清晰,T37.8℃,R24次/分。痰量200ml/d,黄色泡沫状易咳出,咳嗽较剧。两肺中下部可闻及少量干、湿啰音及左下少量哮鸣音。血气:PaCO26.56kPa(49.2
A.副流感病毒B.登革热病毒C.呼吸道合胞病毒D.流感病毒E.汉坦病毒与HFRS有关的是
A.代脉B.涩脉C.细脉D.弦脉E.迟脉痛证或痰饮的常见脉象是
运输除药用阿片外的麻醉药品和罂粟壳,生产和供应单位在发货人记事栏加盖运输药用阿片办理运输手续时需
工作流程图是以图示形式反映一个组织系统中各项工作之间的( )关系。
附和合同又称()
请阅读下面录像题的情景叙述,找出情景叙述中秘书行为及工作环境中的正确或错误的地方(应至少找出10处正误点)。人物:秘书钟苗、同事周伟、张总、李经理物品:印章、带存根的介绍信、用印申请单、电话场景:秘书办公室情景一秘书钟苗身着职业装坐在办公桌前整理
(2012年第6题)改革开放以来,我们党对公有制认识上的一个重大突破,就是明确了公有制和公有制的实现形式是两个不同层次的问题。公有制的实现形式是指资产或资本的
最新回复
(
0
)