Daisy and I went to Starbucks tonight for a quick date. After I ordered a cup of Pike's coffee, I asked about the new brown borderline topless logo. The barista quickly explained, "we are getting back to our roots."
"Interesting," I replied. "Why are they doing it?," I asked.
The barista confidently told me, "At Starbucks, we are about coffee and that is what we are getting back to."
The lesson is simple. The barista's use of "we" communicated his ownership, partnership, and cooperation with the renewed vision of Starbucks. It felt to me as if the CEO of Starbucks was explaining his renewed vision to a skeptical customer. I loved it.
I want the "we" factor.