The latest data from Starbucks shows what can be achieved when a company continues to push its own boundaries.

Rather than simply continuing to exploit its own existing, and lucrative, market, Starbucks has looked for new ways to expand and develop. Critically, this has been based on the needs and expectations of customers.

History is littered with companies that simply continued to milk its customer base without seeking to innovate. That works for a while but customers get bored. The competition also gets sharper.

Rather than waiting, Starbucks continues to be its own best challenger and its own best competition.

That is a clear lesson to be learned.