Starbucks’ positioning

Matthew Zammit

Digital Strategist, Founder of Know Your Social

Dec 11, 2020 | Positioning

Matthew Zammit

Digital Strategist, Founder of Know Your Social

Dec 11, 2020 | Positioning

“We are not in the coffee business serving people,

We are in the people business serving coffee.”

said Howard Schultz, Founder of Starbucks ☕️

Both sound similar but are completely different approaches to Starbucks’ positioning.

People could get coffee anywhere, but at Starbucks, they get a sense of community, a connection to the place and one another.

❌ “The coffee business serving people” 👉 speaks about their product.

✅ “The people business serving coffee” 👉 speaks about the added value the product brings to a person’s life.

Subtle, yet very different.

How can you rephrase what you’re providing in terms of the value your customers get?

… … … … …

Want to see how you can speak about your product in a simpler way?

If you’re serious about it but don’t know how

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