Part 3, Twenty Million New Customers Are Worth Taking a Risk For and You Can Grow Big and Stay Small Summary and Analysis

In January 1996 United Airlines begins serving Starbucks coffee on its flights and Howard receives news that the quality is not up to Starbucks standards. Howard had known that allowing someone else to brew and serve Starbucks coffee was a risk but the opportunity to reach thousands of people who had never tried Starbucks had been an alluring idea. Upon hearing the disturbing news about the lowered quality on the flights, Howard immediately puts a team in place to investigate the situation.

The result is stricter controls on the water and containers used for brewing as well as training classes for United employees who are responsible...