What if resilience isn’t about being tough?
When the going gets tough, most people say you need to “be strong,” “toughen up,” or “push through.”
But what if that advice is missing a key ingredient?
In 2009, Howard Schultz, CEO of Starbucks, faced a moment that could’ve made or broken the company.
Amid the global recession, Starbucks was struggling—store closures, declining sales, and a disillusioned workforce.
Everyone thought Schultz was crazy when he decided to close 7,000 stores for a day to retrain baristas on the core values of customer service.
The Problem
Starbucks was at a crossroads.
The economy was tanking, customers were tightening their wallets, and the company risked losing its edge in the crowded coffee market.
Schultz knew they couldn’t just “be tough” and ride it out.
The company needed to reignite its spark.
The Strategy
Instead of clinging to old methods, Schultz took the counterintuitive approach of doubling down on the company’s core mission: building meaningful relationships with customers.
He saw that Starbucks had lost its “why” amid its rapid growth, and he decided to invest in what truly mattered—its people.
He prioritized human connection over profit margins.
The Results?
Starbucks rebounded quickly, growing revenue by 8% the following year.
Customer loyalty surged, with new initiatives like the Starbucks Rewards program gaining traction.
Schultz’s focus on curiosity and listening to customers positioned Starbucks as a leader in customer experience, setting the brand apart in an increasingly competitive market.
The Takeaway
In business (and in life), the secret to resilience isn’t about pushing harder or being tougher.
It’s about staying curious—curious enough to ask the right questions, to adjust your strategy when things get rough, and to connect more deeply with your people.
If you’re facing tough times, don’t just power through.
Lean into your curiosity.
Ask what you can learn from the situation, what opportunities exist, and how you can grow through the challenge.
Resilience doesn’t come from being unbreakable—it comes from being open to change and ready to evolve. 🌱
What challenge will you tackle today with curiosity instead of toughness?
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