While preparing for my (tentatively titled) “Gospel According to Starbucks” series, I’ve been reading Joeseph Michelli’s wonderful book, The Starbucks Experience. In the second chapter Michelli writes that part of Starbucks success lies in “the amazing ability of partners (employees) to zero in on the minute details that matter greatly to customers.” That has been the case in almost every Starbucks I’ve visited. The floors have been clean, the shelves have been stocked and kept in order, and the stores seem to be running on all cylinders.

Regardless of what others say small details matter just as much as everything else. That’s why my jaw dropped when I saw this picture on Seth Godin’s blog yesterday.

I don’t know who should feel worse, THe PeoPLE who designed ThE Ad or the people who approved it. Plus, although lawyering is a real word it comes across as a little too Napoleon Dynamite when coupled with the capitalization problem and bragging about being 16th in the nation with said skills.

Get the small things right and the rest will fall in place. To whom much has been given much will be expected.