Starbucks has successfully created a coffee culture that attracts consumers who may not have engaged with coffee otherwise, expanding the market.

Starbucks' success is rooted in creating a community space where people connect over coffee, which was a novel concept in the U.S. at the time.

The coffee culture in America during the early 1980s was dominated by low-quality instant coffee, and Starbucks aimed to educate customers about high-quality coffee.

Self-medicating with caffeine during the day often indicates that you're not getting enough sleep at night.

The rise in usage of sleep apps indicates that adults are self-medicating their insomnia, similar to how children enjoy being read bedtime stories.

Caffeine consumption can lead to a dependency cycle, where individuals feel the need to consume more to counteract poor sleep quality, and it is a sleep disruptor, with just one dose in the evening decreasing deep sleep by 20%.

Starbucks transformed the coffee experience by providing a comfortable environment that fosters a sense of belonging, making customers feel good about themselves when they visit.

The more caffeine you consume, the more dependent you become, which can lead to poorer sleep quality.

After a trip to Italy in 1983, I realized that Starbucks needed to transition from selling just beans to offering espresso beverages to create a community experience.