Brian Niccol had all of Starbucks' data. He went to the stores anyway. Here's why the most important thing your customers are telling you isn't in any report on your desk.

Brian Niccol's first move at Starbucks wasn't a new strategy. It was naming an identity that had always been true and had simply stopped being lived. Here's how to find yours.

Steve Jobs crossed Apple's product list down to four. Brian Niccol just cut 30% of Starbucks' menu. The best leaders aren't asking what to add. They're asking what to stop.