One of the fastest growing companies in the world, Starbucks is moving into the music market in a big way. Having begun selling CDs after realizing that their customers were asking about the music playing in the background, the company now plans a new series of stores concentrating on CD sales first and coffee as a sideline. There is even a strong possibility that they will start releasing music under their own label.

Since Starbucks has always been about ambience as much as coffee, this makes a lot of sense. Both coffee and music are mood setters. But perhaps the most interesting thing about their diversification is that it came through an understanding of their customers’ needs.

That could be a lesson for anyone involved in running a business.