If you create a superior product, even one that your customers don’t fully understand yet, you can create a sense of discovery and engendering of loyalty to your brand and product. Rather than pandering to mass market appeal. Using education of your customers is an opportunity to grow a niche market.

You only know one way to live your life, and that is to put your heart and soul into it. If you are bored and want affected and non-emotional, you should probably not be doing it. Starbucks found the missing link between the arrogance of educating their customers about beans and the Italian café. Each unskilled worker behind the counter was an artist.

Starbucks hired educated baristas to pull their coffee. But they were one of the first private and the only public company that paid part-time employee full health benefits. This allowed them to gain the best workforce. And the additional benefit of having educated people additionally educating their customers.

To stay vigorous Starbucks remain entrepreneurial. They didn’t get bogged down with bureaucratic processes which would’ve halted their growth. Schultz took on the leader position and look for competition, he looked for the vision of the company.

Don’t try to shift the system. Don’t just live up to other people expectations because you only ever be their expectations. Try to exceed their expectations. Don’t do what people expect.