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THE DIP BLOG by Seth Godin

All Marketers Are Liars Blog

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Member since 08/2003

« Coincidences | Main | Old media collides with the new (an ongoing series) »

Inside and Outside

It's true. I rarely walk into a Starbucks without my laptop. Not because I need a laptop to enjoy Starbucks, but because I need a Starbucks to use the web.

I found myself with a few minutes to kill while a friend was shopping this weekend, and next thing I knew, I was in a Starbucks with no laptop. Totally different deal. Very zen.

Anyway, on the way in I overheard a conversation (okay, I was eavesdropping, but it was on your behalf). Three 20 somethings who worked at the fast food place next door were whining about their jobs. Two were talking about how horrible it was to "open." The third admitted that he liked to open, because then he didn't have to deal with the &#&$ customers. After about a minute of the detailed complaints, I had had enough and went inside.

Inside the Starbucks, the first thing I noticed, tucked deep in the corner, not for customer inspection, apparently, was a bulletin board. The bulletin board was jammed with pictures of the staff. The staff on a picnic. The staff at an amusement park. The staff kidding around.

That very same staff was working behind the counter. If it's possible to make an herbal tea with enthusiasm, they were doing it. If it's possible to make a $4 transaction feel joyful, they accomplished it.

Okay, the obvious thing here is that this is the Starbucks marketing effort, almost in its entirety. They don't advertise, they don't launch new products every day, but they are selling the way it makes you feel to purchase something there. And I have to tell you, it made me feel great.

The less obvious thing is that the folks behind the counter weren't making this up. It wasn't inauthentic. They had decided to enjoy their jobs, they were enjoying their jobs and it was helping not just Starbucks, but it helped them, too. All I had to do was glance out the window to see the difference.

I think there's a huge lesson here. Not just for marketers who sell interactions (that means everyone except for maybe commodity steel producers) but for employees too.


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Listed below are links to weblogs that reference Inside and Outside:

» Want to have a good team? Get good people and give them fun work from TECHQUIK: Sharing the Joy of Software
Seth wrote today about his experience at a Starbucks. Seems that the staff at the fast food joint next door could be heard complaining about their jobs. But when Seth saw the staff (same age group) in the Starbucks they had a different attitude. They w... [Read More]

» Fake It 'Til You Make It from The TrueTalk Blog
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» Starbuck's Team from
Seth has a good post this morning about a recent Starbucks visit and his observations as to what sets their team apart from the fast food team next door. Link [Read More]

» Seth gets fishy from Content Fairy - Guy Redwood's Blog
Seth's Blog: Inside and Outside I'm a big fan of FISH! - and will use to grow our team at Simple Usability. One of it's foundations is quite simple - just choose your attitude - decide that you will enjoy your work. It's a no-brainer.... [Read More]

» Work With People Who Love Their Work from Email Marketing Resources
I'm very fortunate to love what I do for a living. Not many people love their jobs, but I do. One thing I've learned to do, is to work with people who love their work, whenever possible. Why? Because their work coincides with their interests and it b... [Read More]

» Happiness is a choice (& a good biz decision) from Mary's Blog
No, I’m not going all “new agey” warm & fuzzy on you. But, think about it. The only thing any of us can truly control is how we respond to other people and our environment. We can choose to make the most of what we have, in b... [Read More]

» Selling an experience from sweaty blog
Seth Godin talks about Starbucks, whiners and enthusiasm in work. I'll have to agree with Seth here, who doesn't like experiencing a hip, enthusiastic environment? I've always believed that part of the job description of any customer service/retail job is [Read More]

» Employees Tell Your Story from Voce
Your employees are the best marketing tool you've got, as evidenced in the tale Seth tells us in Inside and Outside today. The team at Starbucks chose to be happy and work enthusiastically. As evidenced by pictures on a bulletin [Read More]

» Seth Godin on Starbucks from Project Nothing!
(Link) If it’s possible to make an herbal tea with enthusiasm, they were doing it. If it’s possible to make a $4 transaction feel joyful, they accomplished it. Okay, the obvious thing here is that this is the Starbucks marketing effort, ... [Read More]

» customer service begins with your employees from stories from a Public Relations life
A few months ago I wrote about how bad customer service at one of my project facilities nearly ended up being a media story. Excerpt: So the question today is: whose job is it, anyway? Whose job is it to promote your business? Whose job is it to see... [Read More]

» Starbucks and the Act of Deciding from Escape Adulthood
When many of us think of our "job," the first word to come to mind is not often "yippee!" But did you know that as an employee, you actually have the choice about whether or not you enjoy your job? Yes, the sheer act of deciding to... [Read More]

» One More Reason to Love Starbucks from tony morgan | one of the simply strategic guys
Seth provides an insightful post on why we all love Starbucks so much. Here's his take: ...this is the Starbucks marketing effort, almost in its entirety. They don't advertise, they don't launch new products every day, but they are selling [Read More]

» Building the Starbucks brand one sale at a time from Fresh Glue
There's just something about Starbucks that keeps me coming back for more..and I'm not the only one. Seth Godin talks about the customer experience at Starbucks thusly:Inside the Starbucks, the first thing I noticed, tucked deep in the corner, [Read More]

» Banking stinks from Rakeman
I wonder when banks will finally realise that they stink, suck, or whatever describes a negative connotation best. The bottom line being that a large proportion of people's interaction with banking is related to parting with money. One or... [Read More]

» Starbucks Doesn't Care What You Like To Drink from
But they do care about their customers. They care about the atmosphere that they work in. They care about preparing whatever drink you order in a way that makes you feel good about the experience. Seth Godin posts about his [Read More]

« Coincidences | Main | Old media collides with the new (an ongoing series) »