Abstract

Corporate decaf
Nufer, Doug | October 13, 1997 issue

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This article appraises the book "Pour Your Heart Into It: How Starbucks Built in Company One Cup At a Time," by Howard Schultz and Don Jones Yang. Somewhere between Schultz's right to give and the consumer's desire to receive came the brilliant concept of marketing Pour Your Heart Into It, the ultimate authorized corporate history, as a trade best seller. The gush of bromide and mission-statement piety qualifies Pour Your Heart Into It as a training manual for gullible budding entrepreneurs. Care more than others think wise. Risk more than others think safe. Dream more than others think practical. So much for style, as for substance, Schultz and Yang have an extraordinary story to tell, but fail to tell it.

See Also:

POUR Your Heart Into It (Book); SCHULTZ, Howard; YANG, Don Jones; BUSINESSMEN; BEST sellers; BOOKS & reading
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