Do not panic, this is a training exercise. I repeat, this is a training exercise.

Starbucks' new leader Howard Schultz made the bold move to close all of their company-operated stores this evening for an Espresso Excellence training session. Now this guy is serious. Think of the money lost to close operations for even a few hours. Here's what he said in a message to his employees (posted on the company Web site):

"Tomorrow evening, we will come together in an unprecedented event in our company’s storied history.  We will close all of our U.S. company-operated stores to teach, educate and share our love of coffee, and the art of espresso.  And in doing so, we will begin to elevate the Starbucks Experience for our customers.  We are passionate about our coffee. And we will revisit our standards of quality that are the foundation for the trust that our customers have in our coffee and in all of us."

This guy is closing down his stores to refresh training on how to draw a cup of coffee correctly. He is getting back to the basics, the absolute core of the brand, the thing that made Starbucks a leader before  the company made millions selling music and coffee-related gifts.

I would imagine that in any business where you are repeating the same steps over and over again- no matter how exacting the training and rules- you get a little soft or put your own spin on things. This sounds like a company-wide coffee course meets tent revival meeting.

What impresses me is that he is saying it is SO important for employees to come together for this event that he is willing to lose a few hours of profit.

What is your company known for? A great paper selection? The best classes? Best workshop space? How do you maintain that reputation?

Maybe it's time to look at the consistency of basic business functions- how you answer the phone, how you fill an order, how you greet and assist a customer, how you straighten your displays at the end of the day. Have things gotten a little lax? Have some practices gone by the wayside? Maybe it's time for a refresher course.

Or maybe the refresher is in the latest techniques. When is the last time you sat down with staff members and PLAYED with supplies? This process is really critical for a store that sells creative possibilities. How else do you get reminded that a particular tool can be used five ways? How else do you learn what the new adhesives do on different services?

You could take a cue from Starbucks and close the store down a few hours early for training. Not frequently but once in a while. "Closed for staff training so that we may serve you better."

My colleagues at Memory Makers do this. Not only do they get inspiration from these creative sessions that translates into ideas, blog postings and future articles, they are further inspired when they include other F+W publications staffers in the process. What a great way to connect with customers!

Try it. Then afterwards you can all get together and go out for a coffee from a newly retrained barista.--Beth