The Connection Between Pour Your Heart Into It: How Starbucks Built a Company One Cup at a Time and Who Moved My Cheese

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Two books popular amongst aspiring entrepreneurs, Pour Your Heart Into It (Schultz & Yang, 1997) and Who Moved My Cheese (Spencer, 1998) both offer insightful analysis of marketing strategies, although they differ from one another considerably in every other respect.


The allegorical plot of Who Moved My Cheese (1997) establishes the significance of adaptability very powerfully on account of its simplicity. In Pour Your Heart Into It (1998), the significance of adaptability is emphasized by the reality of the personal experiences, and indirectly of course, by the subsequent success, of Howard Schultz.
The four characters of Who Moved My Cheese (1997) achieve their first objective, just as Schultz achieved what was apparently his first objective. Sniff, Scurry, Hem, and Haw are originally embark upon a search for cheese and they find a large stock of cheese at "Cheese Station C", somewhere in the maze in which they live. Howard Schultz was associated with the founder of the Starbucks coffee shop in Seattle, WA, Gerald Baldwin. Schultz (1998) describes how, after an extended courtship of Baldwin and his company, he eventually joined the company and was given resources to handle its marketing. The vision Schultz (1998) had in mind, which he had convinced Baldwin to share, at least in part, consisted of expanding Starbucks across the length and breadth of the United States.
Like Spencer's (1997) miniature human characters, Baldwin is presented as someone who's ability to change was significantly stinted. Beyond educating customers about the different qualities of coffee beans, Baldwin had no interest in expanding his company. ...
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