(Note: I first published this on LinkedIn. I thought fellow 팬 might enjoy it). Did 당신 ever see a movie that 당신 felt was speaking to 당신 - one in which the character experienced something that 당신 could relate to in your gut? 또는 maybe 당신 heard the lyrics to a song that captured your personal heartbreak? 또는 maybe 당신 saw a commercial for something 당신 just had to have – as if someone had developed the solution to your very personal problem?

I have worked with companies on various aspects of innovation and growth for (gulp) decades. We often ask clients to describe a brand 또는 a company that they felt was "speaking to them" - one in which the message 또는 insight was meaningful and motivating to them. This helps clients understand what it means to connect with their customers, consumers, end users - whoever is buying what they are selling. As 당신 might imagine, many people mention the brands that many of us can no longer imagine life without - Apple, 아마존 (especially 아마존 Prime), Shake Shack, Coke, Disney, Tesla, Taylor Swift, one Kardashian 또는 another - fill in your own.

For me, the brand that speaks to me is Starbucks. What 더 많이 could they do, 당신 might ask? I have made no secret that 스타벅스 consistently delivers my now daily (used to be monthly and weekly) extra hot, venti, decaf, skinny, mocha latte? Drumroll, please!!! Introducing 스타벅스 Mobile Order and Pay. From the comfort of my own home, 또는 meeting, 또는 car, 또는 from any activity whatsoever, I just send my order to the nearest 스타벅스 - and get this - I don't wait in line. I don't even cut the line. I have my own special "Mobile Order and Pay" pick-up line where my drink is waiting with a printed label with my name and order. I have made 더 많이 than one enemy as I laugh with delight as I skip to the front to get my drink - so relaxed (and with extra time) that I can saunter back to my car, steaming coffee in hand.

Now granted, the idea of immediate gratification is not new. We order items online that get delivered practically before we hit send. We order cars that show up in minutes. We watch whatever show we want whenever we want wherever we want. But this is a whole new high. What a great time to be alive.

And granted, 스타벅스 isn't perfect. Like the outlets in Target and Barnes & Noble near me don't have all of the flavors. Some of the locations aren't as clean 또는 as appealing as they used be. Not all of them have my sugar-free skinny mocha syrup, and try to pass off the regular mocha syrup with skim 우유 as a skinny latte. Not every barista communicates that it is his/her absolute pleasure to make an overpriced drink for an impatient commuter, student, mother, professor, butcher, baker 또는 candlestick maker.

But still, hats off to you, Starbucks. I will continue to endure the scorn of my family as I sometimes take them on a wild 거위, 거 위 chase looking for a 스타벅스 wherever we are (even if we don't have time to stop). And of course, there are the seemingly and the endless charges on my credit card for the dastardly automatic reload for me and my 스타벅스 partner in crime (you know who 당신 are). But I will muscle on, because Starbucks, 당신 (and Tom Cruise in Jerry Maguire) complete me - ALMOST. The "ALMOST" is because I don't want 당신 to stop trying.