Insight from Agora Consultants

“What is Starbucks?”

This summer we had a BBQ with some visitors from Denmark. I knew the person growing up. She moved to Denmark (which is her family origins) about twenty years ago and has rarely been back to Canada since. My sister showed up with a drink she purchased on the way over. When asked what is was she said, “a frappuccino from Starbucks”. My Danish friend innocently asked “what is Starbucks?”.

This made me realize a few things:

  • Starbucks has not taken over the world
  • If you are going to Denmark and addicted to Starbucks you better load up on their VIA instant coffee
  • It reminded me that when working with people the importance of communicating

The last point is further emphasized by the Heath brothers in their book “Made to Stick”. They define it as the “Curse of Knowledge”. Basically it means that although something is obvious to you, it doesn’t mean it is obvious to others. It’s an obvious statement in itself – which emphasizes why we should remind ourselves of this truth. For me, it’s a reminder to continue to err on the side of over communicating rather than assuming someone has the information I have.

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