Virginia Postrel tells this tale of her contribution to Starbuck’s "The Way I See It" campaign:
Due to an unfortunate interaction between the sleeve and the cup, it’s Virginia’s writing that we stop noticing almost immediately:
As is always the case here at metacool, my intent is not to poke fun at these kinds of sitiuations. I’m much more interested in what there is to learn from this.
I think the lesson here is how hard it is to successfully deliver an integrated offering. Even for an experience delivery master such as Starbucks. It’s these kind of snafus that make the routine performance of something like a Boeing 767 all the more extraordinary.
The remedy? It’s a bit of a cliche, but it comes back to the kind of multi-functional, multi-disciplinary teams fostered by Design Thinking. Why not, for instance, put Virginia’s quote on the sleeve in addition to the cup? Well, that would probably require a new set of manufacturing, graphic design, marcomm, legal, supply chain, and channel experts to meet and reach agreement. But it could happen. Design Thinking is a team activity.