When I interviewed Starbucks CEO Howard Schultz, we spoke for more than an hour and he didn’t bring up the word “coffee.”

“Coffee is the product, but it’s not the business we’re in,” he told me.

Schultz built an empire from scratch precisely because he wasn’t as passionate about the product as he was about “creating a third place between work and home.” Anyone can sell a cup of coffee. It takes a true innovator to create an experience.