asap )) How do standout companies convert complexity into opportunity?

In the specific case of the article you located, what was the "complexity" being leveraged?

If possible, identity the person or unit within the company that spotted the opportunity.

here is the article ( https://d3.harvard.edu/platform-rctom/submission/crypto-coffee-how-starbucks-is-using-technology-to-stay-ahead-of-the-competition/)