Episode 37: The $21 Billion Bet: The Power of Diagnosing Before Prescribing.
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Episode 37: The $21 Billion Bet: The Power of Diagnosing Before Prescribing.
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August 13, 2024.
Starbucks announces Brian Niccol as their new CEO.
The stock jumps 24.5% in one day. $21.4 billion in market value. Added in six hours.
Niccol hadn't started yet. He hadn't made a single decision. No workforce decisions had been made. Hadn't changed the menu. Hadn't even walked into the building.
Wall Street bet $21 billion on a name...and a proven process.
At Chipotle, Niccol had done something remarkable. He'd walked into a company in crisis. Reeling from an E. coli outbreak, plummeting sales, and a broken brand, he turned it around.
Revenue doubled. Profits up 800%. Stock up 773%.
And he did it by diagnosing first.
When Niccol finally started at Starbucks last September, he followed through on his first promise to the board when he accepted the role...
He spent the next two weeks behind the bar. With an apron. As a barista.
Taking orders. Making drinks. Watching the chaos in real time.
He saw the problem immediately: Mobile orders were destroying the in-store experience. Baristas were drowning. Customers who walked in felt invisible.
Three months later, he announced the "Back to Starbucks" plan anchored by a few key leveraged pillars: Simpler menu. Better staffing. Redesigned mobile ordering.