Why I Like Starbucks New Value Statement and Why Your Company Should Have One This Good Too

By Joe Jellema

Blogger and Senior Editor at Compel Consultants

What is a Value Statement?

A Value Statement shares a companies core principles, standards, beliefs and culture, which guides decision making.

When done right, it's tied directly into the companies Mission Statement and Vision Statement.

  While many Starbucks locations have closed, others are opening. - photo from starbucksmelody.com

Starbucks - Where are They Headed?

In a time of market change, with labor relations concerns and a loss of profitability, Starbucks is in the process of repairing its public image. 

After 4 CEOs in less than 2 years, Starbucks is taking action - Starting with a simplification of their menu and brand standards, a refocus on putting customers first, maintaining a safe and positive workplace for all employees, and most of all, a return to what made them successful in the first place, what they call - a return to the coffee house experience.

Since Fall of 2024, Starbucks new CEO Brian Niccol has been making small adjustments to prove big results. I noticed a slight improvement on their Mission and Values Statement, which I will detail below.

Starbucks has all the right pieces in their statement of values to create a positive, innovate culture that is able to not just adapt to the times, but to restore their competitive advantage in the market place.

What Does Starbucks Mean to You?

Coffee means something different to everyone, so let's find out what it means to be Starbucks

  Everything is a little better with some company and a coffee treat - WIX Graphic

Case Study: Starbucks Has a New Mission and Value Statement (2024)

Our Mission: To be the premier purveyor of the finest coffee in the world, inspiring and nurturing the human spirit - one person, one cup and one neighborhood at a time.

Our Values: When we show up at our best, we deliver performance through the lens of humanity:

Craft

• We learn and teach in the pursuit of growth

• We delight in the rigor of the details - no matter what our job is

• We deliver excellence with passion and creativity

  
  

Courage

• We embrace the difficult conversations with respect, to make us better

• We pursue audacious ideas beyond our comfort zone

• We do the right thing, even when it's hard

Results

• We consistently achieve our goals with focus, integrity, and drive

• We continuously innovate to stay ahead

• We exceed the expectations of the people we serve

Belonging

• We actively listen and connect with warmth and transparency

• We recognize every person for who they are

• We treat each other with dignity and care

Joy

• We take pride in our work and have fun while doing it

• We celebrate each other and our wins

• We create great vibes to bring the best out of others

Notice how the above has changed only slightly from the prior version, circa 2015. Below is the older version, which is also pretty good.

Starbucks Mission (2015): To inspire and nurture the human sprit - one person, one cup and one neighborhood at a time.

Starbucks Values (2015): With our partners, our coffee and our customers at our core, we live these values:

• Creating a culture of warmth and belonging, where everyone is welcome.

• Acting with courage, challenging the status quo and finding new ways to grow our company and each other.

• Being present, connecting with transparency, dignity and respect.

• Delivering our very best in all we do, holding ourselves accountable for results.

• We are performance driven, through the lens of humanity.

What I see in the 2024 version is more specific language being used to communicate a very similar set of values. It looks to me that they are trying to create pillars or what I call coat hooks to hang these concepts on.

The question it may ask more clearly is: What did we do today to deliver Craft, Courage, Results, Belonging, and/or Joy?

 At Starbucks, Latte Art is success you can taste! - WIX Graphic

How Does Starbucks Values Align with My Own Principles?

I should mention I am biased here, as a Starbucks barista, I look to these values above to help guide my daily actions. I ask myself:

• Am I being welcoming and inclusive?

• Am I looking at new ways of doing things and considering other experiences?

• Am I present and focused or am I distracted?

• Does my actions reflect my intentions - to be honest and have integrity?

• Am I setting the right example? Not just when it's easy, not just when people are watching? Am I doing the right things?

• Can I admit when I made a mistake so I can learn from it and do I welcome others to make mistakes too?

• Do we have a culture of learning here?

• Do I reach out for help? Do I speak up when I have a question or a concern?

• Am I leading with respect? - Do I treat others the way I want to be treated?

• Is this my best?

• Am I being consistent?

• Do I care and how do I communicate that I care?

• Am I mindful and adjusting to the needs of customers, co-workers and the company?

• Am I working toward getting better, and

• Am I accountable? Do I own where I'm at?

  
  

I think no matter how exactly it's worded, these are powerful questions that one can ask themselves in any place in life, at any company, in any circumstance.

Consider this: If our goal is to avoid a toxic workplace than isn't having behaviors that are aligned with shared principles essential? There is no mystery here. When we declare our values as such, it allows us to hold ourselves and others accountable.

  Grab a notepad and pencil and write down your values - Also a great way to start your day! - WIX Photo

Let COMPEL CONSULTANTS help you uncover and discover your core principles so that you can create the culture you want, so that you can achieve your potential!

Getting everyone "all-in" is a powerful concept to help any organization become more efficient and effective, and when we focus on our intentions and our behaviors we can grow this and attract like-minded people to help us succeed.

Contact us to schedule a consultation to help create, modify or to help communicate your existing values, mission and vision to your team in a way they can put to use, everyday!

Works Cited:

Starbucks photo from: http://www.starbucksmelody.com/2014/02/18/new-starbucks-stores-washington/

Be sure to read my other related pages on:

• Mission vs Vision Statements, Common Pitfalls, Ideas and Six Examples to Get You Started on Writing Your Own

• Six Tips on How to Start Writing Your Best Mission Statement Ever

  
  

and my newest:

• Five Simple Ways to Make Your Video Calls and Meetings More Effective

Written by:

Joe Jellema

Blogger and Senior Editor at Compel Consultants

When I'm not enjoying way too much coffee at work you might catch me rollerskating the beach path in Long Beach, CA

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