Closed for Change.

Last week Starbucks entered a public confessional booth and admitted their failure at staying true to the customer experience—the very thing that has made the company so successful. As a form of penitence, 7000+ stores closed their doors for three hours as managers unrolled a nationwide training program to polish their signature drinks and teach (or re-teach) what makes an authentic “Starbucks experience.” To the unwarned patron, a “closed” sign at 5:30 p.m. at their local Starbucks shop came as a greater sin than their supposed lost identity. But, the company’s bold move to admit mistakes, temporarily close up shop, and address their core values should be a business practice that more companies adopt. The starting line to M. Scott Peck’s best-selling book, “The Road Less Traveled” states that life is difficult. In the subsequent pages Peck asserts that when problems arise, it’s best to assume responsibility and take action. Under Schultz’ leadership, the company took a bold move to admit a year of mistakes (automated coffee machines, using pre-ground coffee, selling packaged breakfast sandwiches?, etc.) and restate its commitment to improvements (even if that meant 3 hours of disgruntled coffee-drinkers). Thanks to good press, their public confession became a declaration of responsibility. And we like people who take responsibility. Whether failed partnerships, faulty business plans, or inadequate marketing acumen, business mistakes are about as commonplace as that cup of coffee you have each morning. Perhaps more companies ought to see mistakes as opportunities to publicly confess and actively make right. Not only do your customers get a sense of your humanity (we’re all imperfect after all), but they feel more confident in your ability to tackle problems, initiate change, and see a better future. Starbucks, no Hail Mary’s necessary. You’re forgiven.