No Laissez-faire for Starbucks

Posted on April 8, 2008
Filed Under Business & Entrepreneurship, Ideas |

There was an interesting piece in the Wall Street Journal this morning about one customer’s experience with the Starbucks customizable gift card. 

But when my friend Roger Ream, president of the Fund for American Studies, received a Starbucks gift card for Christmas, he found there was a limit to how personalized a card could be. His card required him to customize it on the company’s Web site. So he went to the site and requested that the phrase “Laissez Faire” be printed on his card. A few days later he was informed that the company couldn’t issue such a card because the wording violated company policy.

Starbucks’s company policy is this: “We review each Card before printing it to make sure it meets our personalization policy. We accept most personalization requests, but we can’t honor every one. Some requests may contain trademarks that we don’t have the right to use. Others may contain material that we consider inappropriate (such as threatening remarks, derogatory terms, or overtly political commentary) or wouldn’t want to see on Starbucks-branded products.”

But why should it be considered inappropriate? The phrase itself is an imperative. It’s French for “leave us alone,” more or less. And it comes to us through history as advice offered to Jean Baptiste Colbert, finance minister under the French King Louis XIV in the 17th century. Colbert is best known for his statement: “The art of taxation consists in so plucking the goose as to obtain the largest possible amount of feathers with the smallest possible amount of hissing.” When Colbert asked a group of merchants, “What do you want from us?,” the answer was, “laisser nous faire.” “Laissez-faire” is, then, an old piece of economic advice with an impeccable French heritage.

Maybe Starbucks considers the phrase inappropriate because it’s “overtly political commentary”? Certainly my friend regards it as a firm statement of political philosophy.

And so, at my suggestion, my friend went back to the Web site and asked that his card be issued with the phrase “People Not Profits.” Bingo! Starbucks had no problem with that phrase, and the card arrived in a few days.

I find it this entertaining.  So I just put in an order with phrase ‘leave me alone.’ 

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