I mentioned John Moore's Tribal Knowledge book in an earlier post as a great example of how to build an effective companion website. I finished reading the book last night and give it high marks for being full of valuable information.
Each chapter is very short and focuses on one particular lesson learned from Moore's years as a marketer with Starbucks. Unlike that other Starbucks book I read and reviewed earlier this year, this one reads much more like an unauthorized account as opposed to "official corporate policy."
Moore concludes each chapter with a series of relevant questions. Here's one that really jumped out at me, for example:
If you freed up advertising dollars to be spent elsewhere within your marketing budget, how best would you allocate the money to focus more on being and doing rather than saying?
He also explains how Starbucks continues to challenge itself. Rather than being content as the leading coffee shop chain, they look at "making the transition from Starbucks as coffee 'brand' to Starbucks as beverage 'icon'." So instead of owning the majority market share in the coffee world, they prefer to look at themselves as "an upstart, competing against the old-school beverage icons like Coke and Pepsi."
Moore gives great insight to the human side of Starbucks and what characteristics are common in the best employees. He also talks a bit about why employees leave. As he puts it, "people quit people, not companies. It's the person on the ground, not the board of directors on the eighth floor of corporate headquarters, who represents the company to your employees." How true.
If you're looking to get the inside scoop on what makes Starbucks special, this is the book to read. But I'd also recommend it to anyone who wants to learn countless bits of wisdom that can be applied to just about any business.