This month, Brian Niccol was announced as Starbucks’ new CEO. The 50-year-old businessman has high hopes for the global coffee chain, demanding critical changes to its operations and promising a major overhaul of its crumbling brand image.  Niccol hopes to steer Starbucks back on track, as the company has struggled in recent years to regain its dominance on the street corner. In the early 2000s, Starbucks flourished in a golden era of high sales, global expansion to Asia and an honest trademark that brought communities together. Starbucks understood something crucial early in its development—prioritizing the best coffee shop experience...