Magic Johnson’s business tips

By Jason Q Freed

Early on in the process of opening 125 Starbucks locations in urban communities across the U.S., Earvin “Magic” Johnson decided to take out the traditional coffeehouse tunes and replace them with albums from Lionel Ritchie, Smokey Robinson and other African American artists. He ditched the scones and instead stocked sweet potato pie.

The NBA legend, entrepreneur and philanthropist learned early on in his business career that a clear understanding of his customers would be critical to success

“I understand what minorities want and I deliver it to them, and that’s been the key,” Johnson told a packed ballroom of National Restaurant Association Show attendees during his keynote address Sunday. “Everything I do is about the customer. It’s never about me; it’s always about my customer.”

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