Starbucks founder Howard Schultz already has done what many thought impossible: Convince Americans to spend $5 a day for their caffeine fix. But some analysts were concerned when Starbucks introduced Via, worried that instant coffee will water down the company's premium brand. John Quelch writes that the move was innovative and unexpected, advancing Schultz's original vision while extending the brand and reaching new customers. "Commercial courage is what consumers need in the face of this recession," he writes.

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