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A fascinating memo crafted by Starbucks chairman Howard Schultz, written to the bean-grinder’s CEO, Jim Donald, was leaked late last month.  I just ran across it today (thanks, Mr. Dugan) and found myself surprised that it did not make the rounds of the PR blogosphere.  (Maybe we are all too busy prepping for SXSW and NewComm Forum?!)

In the memo, Schultz anguishes over the coffee giant’s own version of the “Innovators Dilemma.”  By investing in sensible technologies that made the latte-making process run more quickly; kept the beans fresh; etc., Schultz worries that Starbucks also lost something essential: the unique charm that made it popular in the first place.

I was intrigued by how “in the weeds” Schultz dove: 

“For example, when we went to automatic espresso machines, we solved a major problem in terms of speed of service and efficiency. At the same time, we overlooked the fact that we would remove much of the romance and theatre that was in play… This specific decision became even more damaging when the height of the machines, which are now in thousands of stores, blocked the visual sight line the customer previously had to watch the drink being made, and for the intimate experience with the barista.”  (emphasis added)

I think we can all agree that much of the quaintness that marked Starbucks’ early rise disappeared long ago.  But, reading Schultz’s memo, I am truly heartened that the company’s stewards still care enough about the experience to consider re-inventing it.

In other “Back to the Core” related musings:

• I am intrigued and confused about the argument now underway between MarketWire and PRWeb, re: their core capabilities for news distribution in the age of Social Media.  I am not smart enough to figure it all out.  

• My old boss thinks PR people are well within their purview to write blogs for clients, just as we often tend to write op-eds, bylined articles, etc.  In other words, the writings that “come from corporate” are within the “core” responsibilities of PR pros.  For my part, I side with John Cass.  While I think it is totally appropriate for PR people to suggest content for blog posts, track conversations, and even respond (transparently) on behalf of clients (e.g., “I am a PR rep for Widgets, Inc., and I want you to know that we’ll be discussing this topic with them ASAP and will get back to you.”), I also think that a blog is useful for MORE than just PR. 

If a corporate blog is about creating a direct dialogue with your readers (read: customers and prospects), then “there are no substitutes.”  There are plenty of ways to market a company without blogging.  If a company elects to add “blogging” to the marketing mix, then they should commit the time to make it authentic and worthwhile.  Blogging is a choice, not a mandate from the Marketing Gods.

Last bit of ramblings:  my wife and I recently started fostering puppies for Save-A-Dog.  There’s something about waking up to a gaggle of peppy pups that makes you feel all warm-n-fuzzy.  Right on through to your core. 

(If you wanna do something nice for some nice people, and save helpless puppies from kill shelters, do your next Web search from GoodSearch and make “Save-A-Dog” your designated cause.)