We have lived through years of a silent war, an epic battle fought in the heart of the world’s most famous cafes, culminating in one financial massacre. I mean that Brutal confrontation between “humanology” and “algorithms”. And the battleground was, surprisingly, Starbucks.
The promise was seductive and almost irresistible to any growth-obsessed CEO: fewer baristas, more machines, higher profitability.
Starbucks is going big in the USA: invested $450 million in the so-called “siren system.” looking for that Complete automation.
The algorithmic logic was impeccable: super-automatic machines that would guarantee unprecedented speed, consistency and operational efficiency. But the reality was brutal.
I insist that the numbers don’t lie, and they hurt to the core: in 2024, the company suffered five consecutive quarters of declines in comparable sales (same-store sales). He Traffic dropped by 10% In North America, net income was halved and operating margins were destroyed, falling from 12.8% to 6.9%. The value of the shares fell by 27%.
Howard Schultz, the visionary who founded the empire, admitted in an internal memo This should be ingrained in every boardroom: “We’ve removed the romance and the drama…that.” Business no longer has the soul of the past. “Some people call our businesses sterile, soulless.”
Schultz explained that by introducing automatic espresso machines Speed and efficiency solvedbut at the same time they overlooked that they “removed much of the romance and theater that was at play.”
The “Starbucks Effect” is the experiment that shows perfect technology almost kills imperfect human magic.
The murder of human magic
Schultz understood something that many CEOs ignore: customers don’t buy coffee. They buy moments that make them feel human. Before the siren system, we had Maria the barista who put humanology into action. She could tell you were stressed, she remembered your special request without you saying it, and she asked you about your important project because she really cared about it. Those were warm moments.
According to the siren system, the theory of algorithms reigned supreme: a perfect machine that made perfect coffee, yes, but without connection, without magic, without soul. Starbucks became an expensive vending machine instead of a human sanctuary.
Humanology is the highest science for making connections Transform ordinary moments into extraordinary experiences. It’s about the moment when two people recognize, see and connect with each other. This is not programmed; that’s how it feels.
Starbucks’ decision
Faced with the disaster, new CEO Brian Niccol made a decision that Wall Street called “counter-intuitive”: pause the siren system completely and rehire human baristas.
In a groundbreaking confession, Niccol admitted that “at this stage of our turnaround, earnings per share should not be used as a measure of our success.” Translation: We would rather lose money in the short term than lose the soul of the company.
They prioritized “human work” to improve performance and connection.
The neuroscience of the heart and B2B
This lesson goes far beyond a cup of coffee. in the world B2B we commit the same emotional murder. The algorithm causes us to send 47 automated emails about features and benefits while our senior customer is experiencing a personal or business crisis.
The humanology, on the other hand, lies in your salesperson noticing that extra breathing space during the video call and asking, “How are you really?”
If the The salesperson shows authentic empathy, the customer’s brain releases oxytocinthe bonding hormone that activates circuits of deep trust. This is pure chemistry and the neuroscience of the heart. An AI will never be able to activate the oxytocin that creates lifelong loyalty.
The Post-Automation Manifesto
Here lies the irony that cost millions of dollars to discover: the more we automate interaction, the more valuable people who can create an authentic connection become.
The “Starbucks Effect” shows that in markets saturated with perfect efficiency, the Humanology becomes the last bastion of differentiation. It is the art of creation Connections that transform transactions in relationships.
The future is a smart hybrid “Back to Starbucks” strategy: technology for operational efficiency (on the back end) and people for emotional connection (on the front end).
Schultz’s final message should serve as a guide for us: “I learned the most expensive way possible that success is not a right, that soulless efficiency is the quickest route to insignificance.”
Technology can make perfect coffee, but only people can change someone’s day. The final question that determines the future of every company is: will you automate your soul… or will you humanize your technology?
May the heart always win in the war between humanology and algorithmology. Because being deeply human is the most revolutionary act of all.
*Fernando ColosimoEngineer, strategist and business coach, expert in cultural transformation for business sales success. It combines psychology, neuroscience and business strategy to help companies grow. He has worked with executives such as UBS Bank, ICBC Bank, Zurich, Grupo IEB, Consultatio, PPI, Puente, Cohen and Moneda Chile, among others.
About The Author
