The billion dollar a year company Zappos started by using the name shoesite.com. Not wanting to be limited to just shoes, they changed to the name that is loosely based on the Spanish word for shoes, zapatos. Zappos cares more about customer service than they do about shoes.
Starbucks' mantra is to reward everyday moments. Intentionally leaving out any reference to coffee allows the organization to offer music, books, and an environment that isn't tied directly to coffee. More than coffee, Starbucks cares about creating a space where people feel welcomed.
There is something deeper to care about than shoes and coffee within these organizations. There is something deeper within your roles and responsibilities, even if you don't know what it is yet.