Link: Its U.S. traffic slowing, Starbucks to run first national TV campaign.

Might Starbucks leadership position be coming to an end? Can’t but help to think that this bold move is a drastic one that has been contemplated for a while around corporate headquarters.

Factoid: All organizations reach a point of maturity and begin their decline. To continue to grow, the organization must create a new market or demand for their product in a new way to start moving forward again.

Sounds like Starbucks is beginning a new season in the organizational life. Good for them to not wait until it was too late. Not sure if it will work, but they at least get the dynamic they are up against.