Starbucks, the king of coffee, is in the midst of learning a very hard lesson, and we should all learn right along with them. Dazzled by the all the glitz of selling media and other brand extensions in their stores, they let go of what made them great: the best cup of coffee in town. They took a humble commodity and made it a fashion accessory, a brand someone can hang his hat on. And while they were off doing exclusive album releases and making deals with Apple, the enemies were encroaching: McDonald’s and DD being the two most noticeable ones in my neck of the woods. Howard Schultz said on Wednesday, “We are going to fight to the death and not allow any company to take our (coffee authority) position away from us.” They’re moving forward by going back.
Losing focus on what initially brought success is a dangerous trade-off. To be honest I can’t think of a single example of a company that moved successfully moved away from its roots. I also can’t think of single person that fits that mold either. Where we come from and where we initially place our stake in the ground is a critical consideration because everything else we ever become largely builds on that decision. It’s the only way to be genuine. It’s where our passion and creative sensibilities are born.
Thank goodness for the return of Howard Schultz. I am a fan of the company and I was growing a bit sad seeing the baristas fumble around to deliver an “okay” coffee drink. I used to be one of them – as a recent undergrad I worked at a Starbucks in Georgetown part-time to make ends meet. I was pleasantly surprised on Monday afternoon when I stopped into one of my local stores and was greeted with, “Here’s your grande chai. Let me know if it’s not perfect – I’ll remake it for you.” I think they’re successfully finding their way back to their roots.
The photo above was taken by By Marcus R. Donner, Reuters.
Published by Christa Avampato
IN BRIEF
Author, journalist, digital product manager, and licensed New York City tour guide. Creator and host of NYC's Secrets and Lies. Alumna of the University of Pennsylvania (BA), the Darden School of Business at the University of Virginia (MBA), Arizona State University (Biomimicry), and the University of Cambridge (MSt in Sustainability Leadership).
I build digital media platforms, report on urban climate resilience and biodiversity, and produce live narrative experiences that connect communities to history, nature, and place.
THE DEEP DIVE
My work centers on a single thread: building systems and stories that foster deep connection to our shared world. Across digital streaming, environmental reporting, and live civic storytelling, I design experiences that help people understand complex ideas and the environments around them.
DIGITAL PRODUCT STRATEGY & MEDIA LEADERSHIP
At Carnegie Hall, I serve as Digital Product Manager, leading product strategy, operations, and technical delivery for the video streaming platform Carnegie Hall+. I translate artistic mission into scalable, high-performance streaming architecture that reaches audiences globally. Previously, I led agile product and delivery teams across operations and compliance at American Express, managed Broadway theatrical productions and national tours, and guided strategic initiatives across cultural institutions.
ENVIRONMENTAL JOURNALISM & AUTHORSHIP
As a freelance journalist, I investigate how living systems, urban infrastructure, and human culture intersect. My reported features on urban decarbonization, biodiversity, coastal resilience, and biomimicry appear in publications including Smithsonian Magazine, The Washington Post, Mongabay, Natural History Magazine, and Foreign Policy Magazine. In fiction, I write the Emerson Page young adult novel series, alongside upcoming historical fiction and nonfiction works on New York history, mythology, and human resilience. I also write Togetherhood, a LinkedIn newsletter focused on urban ecology and community restoration, and co-host the podcast Frameworks in the Wild.
LIVE EXPERIENCE & CIVIC STORYTELLING
As a licensed New York City tour guide and live event producer, I transform urban landscapes into shared narrative encounters. I created, produce, and host NYC's Secrets and Lies, an interactive live storytelling series staged across cultural landmarks including the New York Transit Museum, the South Street Seaport Museum, and the historic tall ship Wavertree. I also design and lead site-specific walking tours exploring coastal ecology, food history, and neighborhood evolution, often with partners at Climate Week NYC and the Natural Areas Conservancy.
DOUBLE OR NOTHING MEDIA
Through my independent production studio, Double or Nothing Media, I develop ventures across media, ecology, and public history:
Digital Products & Strategy: Architecting scalable digital platforms, streaming experiences, and operational models for mission-driven institutions.
Environmental Reporting & Publications: Delivering long-form reporting, books, and newsletters grounded in climate resilience and regenerative design.
Site-Specific Live Storytelling: Producing immersive live shows and educational walking tours that engage public audiences in community history.
CONNECT
Website & Production Hub: doubleornothingmedia.com and christaavampato.com
Newsletter: Togetherhood on LinkedIn - linkedin.com/newsletters/togetherhood-7273771832221089792/
Instagram & Threads: @christarosenyc
Emerson Page Novels: emersonpagebook.wordpress.com/
View all posts by Christa Avampato
Starbucks, the king of coffee, is in the midst of learning a very hard lesson, and we should all learn right along with them. Dazzled by the all the glitz of selling media and other brand extensions in their stores, they let go of what made them great: the best cup of coffee in town. They took a humble commodity and made it a fashion accessory, a brand someone can hang his hat on. And while they were off doing exclusive album releases and making deals with Apple, the enemies were encroaching: McDonald’s and DD being the two most noticeable ones in my neck of the woods. Howard Schultz said on Wednesday, “We are going to fight to the death and not allow any company to take our (coffee authority) position away from us.” They’re moving forward by going back.
