Every day, we go to work hoping to do two things: share great coffee with our friends and help make the world a little better. It was true when the first Starbucks opened in 1971, and it’s just as true today.
On Starbucks's website there is a link to the company's heritage. This blog posting explores their Heritage/Mission statement as a story and I am analyzing and critiquing it though a narrative perspective.I am first searching for the purpose of the story and how the story serves that purpose. My critique will then answer the question, does this story have coherence and fidelity?
It starts off with a thesis that provides Starbucks's mission in a simple two sentence paragraph. The words chosen are pursuing their mission by using words "share, with our friends, better, help, hope, true." These words were carefully chosen to portray a friendly and relaxing atmosphere. The choice to use the words "we" and "our" places themselves as actors but also includes the reader in the story, Starbucks's consumers are part of that "we". The remaining paragraphs in this narrative give a story of how Starbucks was created and its journey to today. This is important, because when you are a part of something you need to be an expert on it, that means knowing the history.
Towards the end of the story, Starbucks states its mission "to inspire and nurture the human spirit – one person, one cup, and one neighborhood at a time." Their heritage lines up with what their mission is. They try to be a personable place that acts as an oasis to relax, think, and be inspired. Howard Schultz's (Starbucks president, chair man, and chief executive officer) inspiring experience in Italy was what lead to his passion for Starbucks and now functions as the driving force behind the mission.
The heritage story starts out with their current mission worded differently than the official, then it brings you back to its roots and how the mission was created and closes the story by going back to current times. At the end of the story the reader has an understanding of the company on a personal level. The heritage does not speak about business terms, it talks about a consistent desire and a passion to inspire people.
Overall, Starbucks tells their story well through the word choice and organization of the elements. After reading their heritage statement in relation to their mission statement, I believe Starbucks has coherence and fidelity in their rhetoric.
To read the full Heritage statement follow this link: http://www.starbucks.com/about-us/our-heritage
No comments:
Post a Comment