Lindsey Mills

OGL 481 Pro-Seminar I:

PCA-Symbolic Frame Worksheet
Worksheet Objectives:
1. Describe the symbolic frame
2. Apply the symbolic frame to your personal case situation

Complete the following making sure to support your ideas and cite from the textbook and other
course materials per APA guidelines. After the peer review, you have a chance to update this and
format for your Electronic Portfolio due in Module 6.

1) Briefly restate your situation from Module 1 and your role.

My role is that I am currently a Certified Store Manager Trainer for Starbucks. This
means I train people who are internally and externally promoted for the Assistant Store
Manager and Store Manager positions. I train them for what is called the SMT30. The
situation is that in the last six years, I have seen an alarming number of managers that
have been trained by either myself or other Store Manager Trainers (SMT’s) in my area
leave the company. I believe there is a breakdown somewhere in the system beyond what
they receive during their training time with SMT trainers. Ultimately the situation I want
to address with my organization is the inconsistency of follow-up and support for newly
trained management partners. The end goal I would like to see is more Store Managers
stay with the company and feel connected to the Mission and Values beyond pretenses.

2) Describe how the symbols of the organization influenced the situation.

Symbols are an important part of human culture and organizations. They are often basic
elements or things that stand for something else that communicates socially formed
meaning beyond its face value or functional use (Boman, 2017, pg.241). Organizational
culture can be seen and communicated through the symbols it uses. One prime example is
McDonald’s golden arches. Behind those arches are a culture and a story. “Symbols can
take on many forms within an organization, some of these include: myth, vision, and
values imbue an organization with deep purpose and resolve (Boman, 2017, pg.243).”
Starbucks is a company that has a strong symbol. The white cup with a green dot is an
iconic representation that is recognized around the globe. Behind the symbol of the siren
is an organization with a strong culture rooted deep in its commitment to its mission and
values. One of Starbucks ' values is connection by way of storytelling. We encourage our

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 new employees at every level to build connections with each other and customers by
sharing their experiences and building relationships.

One skill that is taught briefly in the SMT program is how to craft your story as a new
Store Manager. Storytelling is an important part of being able to relate to others and build
a relational foundation for the Store Manager and their team. During the training for a
new Store Manager, they learn how to conduct what is called “The First Sip”. This is
considered a ritual in the organization. It is similar to what other companies would call
“onboarding”. Its called “the first sip” because it is a conversational exchange between
the Store Manager and newly hired employee which is called a “partner”. During this
time the partner is introduced to another ritual of Starbucks called a “coffee tasting”.
While sipping on coffee the new partner learns about the history of Starbucks and what
makes the company culture special. The teaching around how important this onboarding
process is needs to be emphasized in the training program for newly hired Store
Managers. Whether an internal or external hire “the first sip” and “coffee tasting” rituals
are important symbols and traditions that contribute to the culture of Starbucks and the
experience that the new partner will have.

3) Recommend how you would use organizational symbols for an alternative course of
action regarding your case.

Thinking about the symbolic frame, perhaps one of the reasons why many Store
Managers do not stay with the company is that they do not feel connected to the culture
of Starbucks. This could be perhaps because they were not properly trained to conduct
rituals and traditions such as “the first sip” and or “coffee tasting”. I’m not suggesting
that people leave a company simply because they cannot execute these activities. I think
it is more because they do not feel deeply connected and rooted in the mission and values
that the company puts forth by way of storytelling during these processes. “stories are
deeply rooted in the human experience” (Boman, 2017, pg.248). When managers and
organizations tell their stories they establish a firm foundation for their identity and hope
(Boman, 2017, pg.249).

If SMT trainers follow the training plan path it is rich in explaining Starbucks culture
through storytelling. The plan encourages the SMT trainer and trainee to share their life
stories through the 30-day training process. During the training progression, the trainee is
asked to replicate and conduct a “first sip” with the trainer and a newly hired partner to
practice this skill. This can be a very impactful and meaningful time of relationship-
building if the time is taken to follow the plan as it is intended. I have often heard of
some new Store Managers who never got the chance to conduct a “first sip” and therefore
they “wing it” when it comes time to bring on a new partner at their store. This is where I

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 see some of the breakdowns of culture and branding for Starbucks. In my opinion, there
needs to be accountability around this piece. Perhaps even certification is awarded to a
training Store Manager after they have completed a “first sip” with a trainer to sign off
that they have completed and carried out these traditions properly.

4) Reflect on what you would do or not do differently given what you have learned
about this frame.

The symbolic frame is perhaps one of the most important frames to use when
approaching a situation within an organization. Symbols and culture within a company go
hand in hand. Companies that have a strong culture typically have employees that are
committed to their mission and see their work as valuable beyond just a paycheck. I can
see now how important storytelling is in regards to the rituals and traditions of my own
company, Starbucks. This frame has taught me that this is becoming a lost art within the
company especially among my peer Store Managers. It has been a tough couple of years
for the company with many distractions. Some of which are out of the company’s control
ie. COVID19. Despite all of the challenges, I know that if Starbucks cannot get this piece
of culture corrected it will lose what it has set out to do in its mission which is “inspire
and nurture the human spirit”.

What I would like to do differently is add a block of training to the SMT program. I think
it should be called “Storytelling – Starbucks symbols and traditions”. During this block,
there would be dedicated time to teach new Store Managers how to tell their own story as
well as re-tell the history of Starbucks in their own words. The symbols and traditions
could focus on the importance of “the first sip”, “coffee tastings” and “green apron
recognition”. Starbucks is a large corporation and vulnerable to losing its culture due to
the sheer size of the company. It is not too late for Starbucks if the company can rally
leaders together who understand the importance of these traditions and “know how to
evoke spirit and soul to shape a cohesive and effective organization (Boman, 2017,
pg.259)”

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 Reference or References

Bolman, L. G., & Deal, T. E. (2017). Reframing  organizations: Artistry, choice, and

leadership (6th ed.). San Francisco, CA: Jossey-Bass