Starbucks waited to enter the Italian market until they could present themselves in the best possible way, respecting the local coffee culture.

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.

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

The iconic reputation of Starbucks created a strong anticipation in Japan, where customers were eager to experience something they believed was unique and proprietary.

Starbucks has built a unique brand identity that elevates the role of baristas, making it more respected compared to other food service jobs, like flipping burgers.

The relationship between baristas and customers at Starbucks is intimate, with baristas often knowing their customers' names and preferences, creating a magical experience.

The experience created around coffee consumption at Starbucks is as important as the product itself, contributing to customer loyalty, and Starbucks has achieved a level of customization in its mobile app that no other food company has, allowing customers to personalize their orders significantly.

The success of Starbucks in different countries is due to a universal desire for opportunity, respect, and dignity among young people.

The quality of coffee and the experience of drinking it were key to positioning Starbucks as an affordable luxury.