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It's early October 2008 in the San Francisco offices of the advertising firm BBDO.

Howard sips a coffee and takes a seat at the table across from a long time friend BBDO Chief Creative Officer David Lubars.

Howard has come to San Francisco on a mission. He wants Starbucks to find its voice and he needs David's help.

David is known as one of the most innovative minds in advertising and he's thrilled to talk to Howard about Starbucks,

but he's surprised that the meeting is even happening.

David knows Howard has shied away from traditional marketing campaigns for most of his career.

So Howard, you know, the fact that you're here, does this mean that you're finally willing to admit advertising is worthwhile?

I've always thought advertising was worthwhile, David. I just hate the way most people do it.

David laughs. It's a sentiment he's used to hearing from Howard.

Well, so why are we talking now? Starbucks is getting squeezed from the bottom by fast-food brands like McDonald's and Dunkin' Donuts.

We're getting squeezed from the top by high-end independent coffee shops.

We're caught in the middle. Outside forces are defining us.

Four bucks is done. Yeah, I've seen the billboards.

Everyone's seen the billboards. The billboards are the main reason I'm talking to you.

McDonald's has continued to hammer Starbucks with its aggressive coffee-themed marketing campaign.

And Howard has had enough.

So David, I want Starbucks to get on the offensive.

Attack McDonald's? No.

But I want to create something that lets us define us.

...