It’s All in the Story: Why We Spend $4 for Starbucks (Fast Company)

Stanley Hainsworth can sell.

Formerly the global creative director at Starbucks, he also did stints at Nike and Lego, realizing along the way — he is very good at forging emotional connections between consumers and the products they don’t even know they need.

He shares his observations in a conversation with Debbie Millman, excerpted from her book, Brand Thinking (Allworth Press).