In Episode 267 of Anecdotally Speaking, discover how Howard Schultz reignited Starbucks’ purpose to drive a complete business turnaround.

Shawn shares the story of how Schultz returned to Starbucks in a critical period of decline in 2008. He made the bold move to close over 4,000 stores across the US for 2 hours for a company-wide reset. This symbolic yet highly strategic act reminded 140,000 employees and the market of Starbucks’ core purpose.
Mark and Shawn explore the impact of clarity in purpose and how stopping to reset can lead to lasting transformation. This episode is ideal for business leaders navigating change or reinforcing organisational values.
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Tags: Leadership, Turnaround, Purpose, Storytelling, Employee Engagement
This story starts at 2:18
Back in 2008, Starbucks was in serious trouble. The company had lost its way, its share price had dropped dramatically from around $20 to just $5. Quality had declined, customer service had slipped, and there was a sense that the organisation had become too focused on efficiency and churning out coffee, rather than staying connected to what made Starbucks special in the first place.
At this point, Howard Schultz, the original driving force behind Starbucks’ growth, had already stepped away from the company. But as things deteriorated, the board brought him back in to help turn the business around.
His first move was bold, symbolic, and entirely purpose-driven.
Schultz made the decision to shut down every single Starbucks store in the United States, over 4,000 of them, for two hours. During this time, 140,000 employees participated in a company-wide training session. The goal was to refocus on quality, consistency, and service. To remember what Starbucks was really about.
Even logistically, it was a massive effort. Coordinating the closure of thousands of stores, getting all those employees into stores for training was no small feat. But it made a statement. It reminded employees and the market alike that Starbucks was resetting its values and reconnecting with its purpose.
And Schultz articulated that purpose by reminding employees:“We’re not in the coffee business serving people. We’re in the people business serving coffee.”
This moment marked the turning point. From that reset onwards, the company began a steady recovery. The share price began climbing and eventually reached over $80.