Know Your Business, and Know Who's Really an Expert in It

When Howard Schultz met the folks at Starbucks — then sellers of coffee machines and beans — and spun his vision of the coffeehouses that we now know as Starbucks, they told Howard that he was dead wrong. They even sent him to San Francisco, to meet with the largest importer of coffee beans, who also told him he was nuts.

To continue reading this article you must be a Bloomberg Professional Service Subscriber.