1. RECLAIM A LEGACY IF RELEVANT In 1974, Burger King launched “Have It Your Way," an exceptionally successful ad campaign. It blunted the impact of McDonald’s also successful Big Mac campaign: “two-whole-beef-patties-pickles-sauce-lettuce-cheese-pickle-onions-on a sesame seed bun.” But customer expectations have dramatically changed in the 50 years since that campaign was launched. Personalization is table-stakes when Starbucks has over 44,000 ways to customize its drinks