PSFK Conference SF Recap: Thoughtful Change

PSFK Conference SF Recap: Thoughtful Change
Lauren Isaacson
  • 29 july 2008

At PSFK Conference SF, Jean-Marie Shields (Starbucks) discussed how brands can connect with consumers by converting ideas into Thoughtful Change. Some insights:

  • Traditional Culture = Utilitarian, sell a need, production centered
  • Consumer Culture = only good until 2009, Experiential
  • Re-Imagined Culture = Creative consumption
  • Be close to consumers and understand their need and aspirations to be able to address them and exceed them
  • Surveyed before and after emotions of Starbucks consumers (dreary to peppy)
  • Ways to understand needs and aspirations:
  • – use macrotrend to bring relevance (look sideways), follow them from year to year
  • – ** Wellbeing Trend = physical + mental + spiritual
  • _*** Raw food, quality ingredients, upleveling of ingredients (once you go up, its hard to go back down), no empty choice, provide shelter and a respite (lounge/relaxation space/get back to nature/escape), playfulness (allow room for play/communal tables/recycled building marterials/showing character/books and reading), upcycling (using recycled materials to make things look interesting)
  • No easy task. Brand + Culture + Trend + People/Consumer + Global = Opportunity + Conversion = Thoughtful Solution
  • Monitor macrotrends annually. Use trends that are appropriate to your brand.
  • Find specialists in each area the help implement. Be a generalist, but respect specialists.
  • Educate, educate, educate, The art is in conversation. (if you know you’re right keep saying it and build trust – but be ready to fail)
  • Enable direct conversation: My Starbucks Idea
  • Pay attention to the top ideas and the bottom ideas (the ones from early adopters and difficult customers)
  • Celebrate community usage
  • Let the community decides
  • Embrace unintended uses and ideas
  • Celebrate unique behavior in core consumers

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