In $2008,$ Starbucks stock decreased while competition in the coffee business increased. Howard Schultz, founder of Starbucks, stepped back into his role as CEO to help turn the company around. His goal was to inspire and nurture the human spirit one person, one cup, and one neighborhood at a time. In his effort to restore the company to its original purpose, what important question was Schultz working to get Starbucks to answer?