fastcompany:

“Starbucks is not a startup. To behave as a startup is completely irresponsible. Innovation is good, but unwarranted testing at the customer’s expense, even at a rather small scale, is unacceptable.”

The world’s largest coffeehouse chain regularly launches products before they’re perfect. Does such a risky approach to innovation work?

A look inside Starbucks’s innovation process, which, as it turns out, is one big leap of faith.

hipsters wont buy it if its already mainstream.