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I admire people who have strong convictions and the courage to follow them, BUT I am utterly terrified to read books by people with these convictions whom I happen to personally know. My fear, of course, is that I won’t like the book and will be asked in some stunningly awkward situation what I thought.

So it was with some trepidation that I picked up the just-released, TOUGH LOVE: Scripting the Drive, Drama and Decline of Galaxy Coffee by John Moore. Moore is a veteran of the marketing departments of both Starbucks and Whole Foods, a well-known blogger and the author of an earlier book about Starbucks, Tribal Knowledge. He is also a friend of mine, one who often departs from the beaten path and who chose to release his new book in a most unconventional fashion.

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