a year ago, the leadership at Peet's found itself
facing a challenge: how to communicate its new
vision, mission, and values to 3,500 employees.
Unless workers bought into the "serve, manage,
develop, inspire" concept, the plan would
task was to make this seemingly heady concept
simple and fun," CEO Pat O'Dea says. "Everything
we do in our store fits into one of our four tenets,
and if people understand that, when we bring those
four together we're creating fanatical customers."
wanted a visual guide that could be distributed
to all the stores and throughout the company to
get everyone from the guy cleaning the bathrooms
to the execs back at headquarters on the same
page. "When we introduced it," O'Dea
says, "it was like lightbulbs went off for
people." In fact, he says many managers pull
it out during job interviews to show candidates
what they're signing up for: to be recruiters
of "Peet's fanatics," not simply coffeemakers.