Alexandra Wheeler: My Starbucks Idea last March, an online community where our customers and partners—as we like to call our employees—can go online and submit their ideas, vote for other people’s ideas or add to ideas in the community. They can also see what Starbucks is doing with those ideas through our “Ideas in Action” blog. It’s a pretty robust community. It has over 75,000 ideas in it. In its first year, we activated 25 ideas through that program. It’s a significant way to co-create through that program, to inform business decisions that were underway or forming. [For instance,] we wouldn’t have had music in our stores if it wasn’t for our partner here, Timothy Jones, or [so many different] different creations of our beverages, to take what’s happening in store and bring that online. It’s a natural extension of the brand through that experiment, and through our success with that, we started to expand beyond that. It was important for us to go where consumers are and to provide a valuable and meaningful brand experience.