I've been waiting anxiously for the publication of John Moore's Tribal Knowledge for several months. His blog is the first I began reading regularly—nearly 4 years ago. I don't have my copy of the book yet, but to whet my appetite, John released a short ChangeThis manifesto with a few of the ideas he shares in his book. It's a very worthy read. Check it out here.
The fundamental principle of the manifesto (with which I wholly agree): "A business can't sustain itself on image, no matter how much money is dumped into sporadic, heavy-up advertising campaigns. Companies that put their money behind their brand and not their business fail to realize that the business is the brand. And to realize the full potential of the brand, one must work on and work in the business every day of every year. You cannot create a brand before you create a business—the process is simultaneous. As you build your business, you create your brand."
You can learn more about the book at John's Tribal Knowledge site.
And, in case you can't get enough Starbuck's lore, another terrific book about the genesis of Starbuck is Howard Shultz's Pour Your Heart Into It. It's one of my favorite Brand Stories. But be careful, reading it may infect you with an entrepreneurial bug. Let's hope John's book has the same effect.