Starbucks' internal framing of its service culture, taught via the "Green Apron Book" given to every barista: be welcoming, be genuine, be knowledgeable, be considerate, be involved. It's the operating manual for how Howard Schultz scaled intimate hospitality across tens of thousands of stores. For a support-adjacent product like SupportWire, Green Apron is the reference for what "service as brand" actually looks like in practice — principles, not scripts.