Read a great ChangeThis manifesto today by John Moore titled, "What Must Starbucks Do?"

It is a fantastic look at a brand in decline, what it needs to survive and essentially save itself. It is based and a response to Starbucks chairman Howard Schultz' internal memo that went public.

Here is a quick teaser:
“Over the past ten years, in order to achieve the growth, development, and scale necessary to go from less than 1,000 stores to 13,000 stores and beyond, we have had to make a series of decisions that, in retrospect, have lead to the watering down of the Starbucks experience, and, what some might call the commoditization of our brand.” Howard Schultz | Internal memo (Feb. 14, 2007)

PS. I am not a great fan of the 'bucks, even though I go there almost everyday for a grande mild.