Why this former Starbucks exec quit a CEO job to launch a startup


As a teenager, former Starbucks government Adam Brotman discovered inspiration in an unlikely place: a Costco parking zone. In 1982, his uncle, Jeff Brotman, co-founded the chain of big-box retail shops with James Sinegal — and when Brotman turned 16, he was recruited to manage buying carts on the retailer’s first location in Seattle. 

Brotman, who would later serve in high management roles at Starbucks and J. Crew, credit that first job with sparking the entrepreneurial spirit that landed him in enterprise.

“Even when I was pushing carts outside in the rain, watching my uncle and Jim build this iconic company up close set the bar high for success,” the 52-year-old tells CNBC Make It. “It created the aperture for how I would view success.” 

The Seattle native began his profession as a lawyer however quit his observe at 27 to launch in-store leisure companies firm PlayNetwork. After a number of stints at different corporations, Brotman joined Starbucks in 2009. 

What he discovered from working at Starbucks

If you have ever used Starbucks factors to snag a free latte or ordered on the app, you’ll be able to thank Brotman. He spent practically a decade as Starbucks’s chief digital officer and EVP of worldwide retail operations constructing its rewards program and digital platforms. 

The Starbucks app is taken into account a gold commonplace for franchises. As of April, cell transactions make up greater than 25% of all Starbucks orders within the United States. But Brotman did not launch the app as a remaining, accomplished undertaking. First, Starbucks launched the loyalty and cost options, then later added the functionalities for ordering and advertising. “The app wasn’t an overnight success,” he notes. “We were constantly improving and changing things based on customer feedback.” 

Building the cell order function was the “most complicated” a part of creating the app, in accordance to Brotman, and concerned a number of giant groups together with advertising, cost technique and operations. That course of taught Brotman the significance of aligning on a widespread aim, to make collaboration run smoother, and a inventive tactic to downside resolve.

“There was a windowless conference room behind my office at Starbucks, and I asked our maintenance staff if we could paint all the walls with whiteboard material,” he remembers. “Each week all the teams would meet together in that war room and we would cover every single inch of that room with ideas to improve the app.” 

‘I made a decision it was time to stretch myself’

One would anticipate Brotman to construct on his successes at Starbucks, both by staying in his function there or pursuing a comparable job at one other Fortune 500 firm. Instead, he left Starbucks in 2018 to be a part of J.Crew, the place he was president and co-CEO, a leap not motivated by a love for trend however for New York, the place the corporate relies. 

“My wife and I always wanted to live in New York, ‘the center of the universe,'” he says. “I decided it was time to stretch myself a bit by putting myself in an uncomfortable, new situation, and I was excited to apply some of the lessons I learned at Starbucks to a different iconic, American brand.” 

Brotman solely stayed at J.Crew for a yr, which he spent launching the model’s loyalty program in hopes of replicating among the digital innovation he introduced to Starbucks. He needed to create a cell app for the model and enhance its personalised advertising, however he says these initiatives “weren’t prioritized” by the group. Then, Brotman had a revelation: a lot of companies weren’t making the most of knowledge in the best way that Starbucks had to personalize their advertising and consumer expertise, in flip strengthening their relationship with prospects. 

Returning to Seattle and start-ups

Homesick for Seattle and itching to be entrepreneurial once more, Brotman moved again to Washington. It was there that Starbucks CEO Kevin Johnson launched him to Jon Shulkin, the chairman of Eatsa, a absolutely automated fast-food chain in California. The pair needed to rework the struggling start-up into a software program platform that helps different shopper manufacturers, restaurant and retail chains digitize their companies. 

Johnson and among the enterprise capital sponsors recruited Brotman to lead the corporate’s relaunch as Brightloom. In 2019 Brotman grew to become the CEO of the Seattle-based (and Starbucks-backed) start-up, the place he and his group are constructing software program that helps smaller companies use instruments like digital ordering and personalised advertising. Starbucks additionally licensed its cell and loyalty program expertise to Brightloom so its prospects can use it for their very own companies. 

The problem of working a start-up was compounded by the coronavirus pandemic. When Brightloom’s workplace lease expired in the beginning of the disaster, Brotman determined he and his 51 staff ought to change to everlasting distant work, a course of he calls “odd and scary, but also wonderful.” 

Brightloom’s enterprise additionally obtained a enhance from the pandemic as most companies had to go surfing to join with prospects. “It’s caused businesses to have a heightened sense of urgency to figure out how to have a better digital relationship with their customers,” Brotman provides. According to Crunchbase, Brightloom has raised greater than $45 million in funding.

To go from working within the C-Suite of among the world’s most recognizable manufacturers to main a small, comparatively unknown start-up is stunning, to say the least. But as he was climbing the company ladder, Brotman realized that for him, happiness and profession success did not match up with conventional definitions of success. 

“Even back when I was a teenager, I’ve always gotten so much energy out of trying to solve a problem and build something new, which is what start-ups are all about,” he says. “That energizes me so much that sometimes I even forget the existential angst of working at a start-up.”

Of course, taking a danger and switching careers could be a lot extra intimidating whenever you’re not in Brotman’s place, and do not have hundreds of thousands of {dollars} in monetary backing, or the leaders of Starbucks and Costco as mentors. But the CEO hopes he can encourage others to be a little bolder of their careers. 

“Think about professional tennis players — they must master their serve, backhand, forehand, and net play before they can be the best,” he says. “Start with an end goal in mind, then break down the craft into its component parts … and make sure you have the intellectual curiosity and commitment to each step of the learning process.”

Check out:

This 31-year-old’s start-up went from having $200 to being valued at over $6 billion in simply 6 years

You’re ingesting your espresso improper—these 3 tips can enhance your productiveness, consultants say

This 26-year-old negotiated his $120,000 wage by discovering out how a lot his coworkers make—this is how

Sign up now: Get smarter about your cash and profession with our weekly e-newsletter



Source link

Scroll to Top