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Title : "Guys as rich as Shultz have better things to do with their time than hawk books for money."
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"Guys as rich as Shultz have better things to do with their time than hawk books for money."

"The book is to support the run, not vice versa. Remember when everybody was saying that Trump was just running to jump start some kind of news network?"

Writes tim in vermont in the comments to the first post of the day (about the value of a Howard Schultz candidacy).

Do you think tim makes more sense than Scott Adams, in his podcast yesterday, expressing certainty that Schultz will not run — and is therefore only hawking his book — because it would destroy the Starbucks brand:



Tim's observation reminds me of what I said about MacKenzie Bezos a couple weeks ago when we got the the news of her bust-up with the richest man in the word Jeff Bezos. The NYT wrote that "publishing executives, who declined to be quoted on the record, spoke gleefully, at least, of the blockbuster potential if Ms. Bezos decides to write a memoir." My reaction was:

What does MacKenzie Bezos care about the "blockbuster potential" for anything? She is on track to receive half of the $137 billion fortune she and her husband amassed. She will be the richest woman in the world. The challenge for her is — I would think — to maintain a motivation to do serious, valuable work.

MacKenzie Bezos has been — as far as we can see — a serious novelist. She has absolutely no reason to hanker after what would be big bucks for an ordinary writer. She's far too rich.

Now, Howard Schultz is different, though he too is rich enough not to care about making money from his book. His net worth is something like $3 billion. That's piddling compared to MacKenzie Bezos, but it's three times the net worth of J.K. Rowling (to name a person whose money came from writing books). But quite aside from making money, Howard Schultz might want attention and respect for his political opinions and economic preferences. That explains writing the book in the first place. Having written it, he wants people to care, and we're probably not going to care just because he's the Starbucks guy. So presenting himself as a potential President is a good way to claim the spotlight.

As for the force of the need to protect the Starbucks brand, Schultz is already demonstrating that it's not that strong. But maybe Adams is right and it is strong enough to keep him from running for President.

What is Howard Schultz doing?

Hawking a book.

Using a book to bask in the spotlight and gain stature as a political commentator.

Getting attention and testing whether a presidential candidacy could work.

Preparing for a vanity run as an independent.

Genuinely working on what he thinks can be a successful run at the Presidency.

None of these options is close enough to what I think, and I need to vote to dilute the percentages on all of your not-good-enough options.

 

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