At the PSFK Conference San Francisco 2008, Jean-Marie Shields (Starbucks) explains how the future will embrace brands that connect with consumers by converting ideas into thoughtful change.

Focusing on how brands can be thoughtful, Jean-Marie shares some of the insights learned from studying global culture at Starbucks and spending a lot of time figuring out what’s on peoples mind. She explains how Starbucks has changed culture in the US and abroad, where they think it is going, and how Starbucks have dealt with their growing pains. But ultimately, as Jean-Marie explains, it's all about the people - sharing and conversing with people.

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