Two of my favorite brands are Starbucks and Apple Store. In the book titled "The Power of Co-Creation" the authors talk about how these two brands (and others) have embraced a concept of co-creation to build huge successes.
Starbucks, an experience wrapped in a cup!
I first became a fan of Starbucks not because of the coffee but because of a segment on a Sunday morning show about how they treat their partners (employees) with respect and dignity. They are one of the most progressive employers in the U.S. and that really matters to me.
In 2008 Starbucks had to deal with "the perfect storm." The economy collapsed and the competition became fierce. They didn’t take it lying down. In 2008 they went interactive launching MyStarbucksIdea.com where everyone was invited to help "co-shape" it’s future. In the first year, 65,000 ideas had been submitted and 658,000 votes were cast. In 2009, 50 of the ideas had been approved and began launching. Then, they used their power to do good by launching "Pledge 5.starbucks.com" (ok it didn’t hurt PR either) where fans were asked to donate their time to community service. The result, by fall 2009, 1 million service hours were pledged. No one can say for sure but I believe these initiatives helped them turn a corner and in 2010 they returned to profitability.
The Apple Store, delighting our inner child!
Just step inside any Apple store and observe the level of positive energy. It’s no accident, Apple stores were designed to make customers feel comfortable; to play with the toys, interact with staff or just read their email. During a visit to Atlanta during the holidays, I had a great conversation with my cousin who has always loved Apple products. He was the first person I knew to purchase an iphone, he waited on line for 7 hours to get it and Apple served everyone breakfast (talk about putting a positive spin on a long wait). When the ipad was launched, he stood in line again. I guess I shouldn’t have been surprised that when he semi-retired from his successful career he decided to work part-time at an Apple store just for fun. Yes, I said fun! His excitement is contagious as he shares the relationships Apple creates with employees, and the meaningful two-way interactions it fosters with its clients.
Impressively, according to Ramaswamy and Gouillart "Apple embraced co-creation to enhance the speed and scope of its innovation, generating over $1 billion for its App-Store partner-Developers in two years." Not bad!
So, what have I taken away from Starbucks' and Apple’s roaring success? For me, it’s working to create a culture where staff and clients can comfortably interact, learn and even disagree. In the end it’s all about everyone flourishing.
Do you have a story about your favorite brand, please share.
–Ann Byne, Principal, The Byne Group
Starbucks, an experience wrapped in a cup!
I first became a fan of Starbucks not because of the coffee but because of a segment on a Sunday morning show about how they treat their partners (employees) with respect and dignity. They are one of the most progressive employers in the U.S. and that really matters to me.
In 2008 Starbucks had to deal with "the perfect storm." The economy collapsed and the competition became fierce. They didn’t take it lying down. In 2008 they went interactive launching MyStarbucksIdea.com where everyone was invited to help "co-shape" it’s future. In the first year, 65,000 ideas had been submitted and 658,000 votes were cast. In 2009, 50 of the ideas had been approved and began launching. Then, they used their power to do good by launching "Pledge 5.starbucks.com" (ok it didn’t hurt PR either) where fans were asked to donate their time to community service. The result, by fall 2009, 1 million service hours were pledged. No one can say for sure but I believe these initiatives helped them turn a corner and in 2010 they returned to profitability.
The Apple Store, delighting our inner child!
Just step inside any Apple store and observe the level of positive energy. It’s no accident, Apple stores were designed to make customers feel comfortable; to play with the toys, interact with staff or just read their email. During a visit to Atlanta during the holidays, I had a great conversation with my cousin who has always loved Apple products. He was the first person I knew to purchase an iphone, he waited on line for 7 hours to get it and Apple served everyone breakfast (talk about putting a positive spin on a long wait). When the ipad was launched, he stood in line again. I guess I shouldn’t have been surprised that when he semi-retired from his successful career he decided to work part-time at an Apple store just for fun. Yes, I said fun! His excitement is contagious as he shares the relationships Apple creates with employees, and the meaningful two-way interactions it fosters with its clients.
Impressively, according to Ramaswamy and Gouillart "Apple embraced co-creation to enhance the speed and scope of its innovation, generating over $1 billion for its App-Store partner-Developers in two years." Not bad!
So, what have I taken away from Starbucks' and Apple’s roaring success? For me, it’s working to create a culture where staff and clients can comfortably interact, learn and even disagree. In the end it’s all about everyone flourishing.
Do you have a story about your favorite brand, please share.
–Ann Byne, Principal, The Byne Group
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