Coffee Quote by Howard Schultz
“Customers don't always know what they want. The decline in coffee-drinking was due to the fact that most of the coffee people bought was stale and they weren't enjoying it. Once they tasted ours and experienced what we call "the third place" ... a gathering place between home and work where they were treated with respect.. they found we were filling a need they didn't know they had.”
About This Quote
Source Speech: Starbucks Annual Shareholder Meeting, 2015
Customers often lack awareness of their true desires until a new experience reveals a hidden need, like a welcoming third‑place environment.
In simple terms: People didn't know they wanted a comfortable gathering spot until they tried it.
Key Takeaway
Create spaces that fulfill unspoken needs.
Themes
customer insight
experience design
innovation
Mood
optimistic
reflective
Type
inspirational
strategic
When to use this quote
- retail design
- community building
- product development
Key Concepts
third‑place concept
brand loyalty
market research
Questions to Reflect On
- How can we discover hidden customer needs?
- What role does environment play in loyalty?
A Different Perspective
Assuming all unmet needs are unknown can overlook existing preferences.
