Day 4: Howard Schultz

Day 4 of 25: Applications of the iCORE™ Framework 

Connect

Before Starbucks, coffee in the United States was mostly seen as quick and functional. 

That context makes the shift clearer when Howard Schultz encountered coffee culture in Italy. 

What stood out to him was the environment. Cafés created a sense of connection and place where people stayed and spent time. 

When Schultz brought that perspective back, the opportunity was to redefine the role a coffee shop could play in someone’s day. 

Starbucks became a space between home and work where people could pause and reset. 

People returned for how the experience felt, not just the product. 

This sits at the center of the Connect pillar in the iCORE framework. Value often shows up in how people feel when they engage with a business. 

If you’re following this series, each episode breaks down moments like this through the lens of iCORE.