Top critical review
2 of 4 people found this helpful
Good advice, but basic advice, provided in a light brew.
on August 23, 2007
This is another example of those rapidly business books, rapidly increasing in number, that take some pretty basic insights about some aspect of business and puts it with some big name success story in order to make it appetizing to you. John Moore worked in marketing for Starbucks (and more at other places) for eight years and knows what he is talking about, but what he is talking about is pretty fluffy. Pretty much like the whipped cream on their coffee drinks.
It isn't that what he says is wrong or that it is valueless, but rather that it is pretty basic stuff. Of course, you may very well find things of value in the book. Certainly there are nuggets to be had. But they are of the "your marketing in the store should be aimed at your employees as well as your customers" variety. Also, he keeps talking about the great service experience they provide to their customers. Now, I am certainly not a regular at Starbucks because I don't drink coffee, but when I have been there with friends I haven't experience anything spectacular except slow service and not much for non-coffee drinkers and pastries without much flavor. How about you?
I found it amusing that the book is arranged into 47 VERY short chapters. Is that because of caffeine induced ADHD? Has our national attention span been reduced that much? Or is this intentionally a book focused at people who find sustained reading too painful?
Still, this might be something you really enjoy and can use. Some people like paying five bucks for a fancy cup of java, too.