One might call this the tastemaker approach. Instead of competing for a share of an existing market, Starbucks invented its own, heeding the advice of the economist Joseph Schumpeter, who wrote, in 1939, “It was not enough to produce satisfactory soap, it was also necessary to induce people to wash.”
This is harder than it sounds; it’s one thing to foist a fad on people, and another to have a deep and enduring impact on their everyday customs and habits. In the late eighteen-eighties, when George Eastman invented the Kodak—the first point-and-shoot camera—photography was the private domain of enthusiasts and professionals. Though the Kodak was relatively cheap and easy to use, most Americans didn’t see the need for a camera; they had no sense that there was any value in visually documenting their lives. So, instead of simply marketing a camera, Eastman sold photography. His advertisements told people what to take pictures of: vacations, holidays, “the Christmas house party.” Kodak introduced the concept of the photo album, and made explicit the connection between photographs and memories. Before long, it was more or less considered a patriotic duty to commemorate the notable—and not so notable—moments in your life on a roll of Kodak film.
Around the same time, Will Kellogg introduced Corn Flakes and popularized the idea of the healthy, light breakfast, and Colgate insisted that brushing your teeth every day—with Colgate toothpaste, naturally—was as necessary as sleep. Gillette persuaded men not only that shaving every morning was the proper thing to do but that they didn’t need to go to a barber to get it done right. (Gillette ran ads instructing men in techniques like “the angle stroke.”) Later, McDonald’s convinced suburban mothers that it was O.K. not to put a home-cooked meal on the table every night. Similarly, Starbucks changed not just what people drank but how they drank it. Instead of gulping down gas-station swill on the fly, people learned to desire the experience of leisurely sipping a grande latte, while eavesdropping on job interviews, at one of Starbucks’ six thousand convenient locations worldwide.
Viejo articulito en el New Yorker sobre el



