Quick note: Not everything imperfect is a marketing strategy.
I’ve seen the recent theory making the rounds that Starbucks intentionally misspells names because imperfection is more “memorable” and drives free social media exposure.
It’s a clever story. It’s not true. Sometimes the simplest explanation is the right one: baristas are multitasking. They’re moving fast. They’re trying to connect. And sometimes names get misspelled.
Can those moments be funny? Absolutely. Can they create connection? Sometimes. But let’s not confuse humanity with optimization.
The goal has never been to get your name wrong so you’ll post it online. The goal is to get it right: your drink and your name — because names matter. Especially if your name is unique. Especially if you don’t often feel heard or seen.
So yes, I’ve rejoined the coffee scene (not at Starbucks this time), and I’ve had genuine, warm, and comical moments of connection over misspellings. And I’d still choose getting your name right every single time. Your name matters to me.
I’m not trying to increase sales through incorrect names. My goal is to get everything right and to hope this small part of your day is positive. In this tumultuous time, I hope you have places and people to connect with, and a sense of belonging outside of work and home. I don’t know everyone I serve, but I try to connect and delight.
The narrative that connection is more profitable when we get it wrong misses something important: most people aren’t trying to manufacture moments. They’re trying to delight.
Not everything human is a growth hack. Sometimes it’s just people doing their best to care. Multitasking is hard. Service is hard. Connection is key.