Starbucks needs some innovation and not just a makeover. It needs serious business model innovation as well as a significant redesign of its space. Pentagram's Jim Biber has a terrific piece out in Architect magazine that is insightful, honest and possibly the best way for Howard Shultz to save Starbucks. But it's pretty radical. The funniest and truest of Biber's suggestions is the name change—from Starbucks to just bucks, or *$. Let's face it, Biber says, the company was once based on the leisurely Italian coffee house model of a quiet place away from house and office, with personal relationships between customers and baristas, and a nice wait for hand-brewed coffee. Those days are over with Starbucks' huge growth and emphasis on efficiency and speed. Shultz is trying to get back to the old days but that's impossible, given Wall Street's imperatives. So why not just be honest and embrace what really drives the company—bucks?