Beyond the Bean

Although I originally feared Starbucks expanding into music, movies, and now books as line extensions far beyond their coffee culture, at second glance I think that Howard Schultz is in the process of completely reinventing his brand beyond the bean. The new focus seems to be not so much on coffee, but on culture.

Careful that the concentration on "pop" (culture) doesn't put you out of the coffee business. In other words, don't forget to dance with who brung ya.