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Customers must recognize that you stand for something.

Howard Schultz

We are not in the coffee business serving people, we are in the people business serving coffee.
HOWARD SCHULTZ

Business Coffee Company People Service
I never wanted to be on any billionaires list. I never define myself by net worth. I always try to define myself by my values.
HOWARD SCHULTZ

Character Definition Myself Person Rich Value
We have no patent on anything we do and anything we do can be copied by anyone else. But you can’t copy the heart and the soul and the conscience of the company.
HOWARD SCHULTZ

Business Company Conscience Heart Soul
It’s one thing to dream, but when the moment is right, you’ve got to be willing to leave what’s familiar and go out to find your own sound.
HOWARD SCHULTZ

Dream Leaving Moments Right Sound Yourself
Effective leaders share two intertwined attributes: an unbridled level of confidence about where their organizations are headed, and the ability to bring people along.
HOWARD SCHULTZ

Ability Attribute Leadership Organization People Share
Good results is not an entitlement. It has to be earned and earned each individual working day via the lens of humility.
HOWARD SCHULTZ

Day Earn Goodness Humility Result Work
China traditionally has been a tea-drinking country but we turned them into coffee drinkers.
HOWARD SCHULTZ

Country Drink Inspirational Risk Transformation
While we are a coffee company at heart, Starbucks provides much more than the best cup of coffee—we offer a community gathering place where people come together to connect and discover new things.
HOWARD SCHULTZ

Coffee Community Company Discover Heart People Togetherness
People around the world, they want the authentic Starbucks experience.
HOWARD SCHULTZ

Authentic Experience People World
Grow with discipline. Balance intuition with rigor. Innovate around the core. Don’t embrace the status quo.
HOWARD SCHULTZ

Balance Discipline Embrace Growth Intuition Status
When we began Starbucks, what I wanted to try to do was to create a set of values, guiding principles, and culture.
HOWARD SCHULTZ

Beginning Culture Dreams Guide Principle Try Vision
Europe has always represented a major strategic opportunity to achieve our goal of creating and building an enduring global brand.
HOWARD SCHULTZ

Achievement Brand Endurance Opportunity Represent Strategy
My mother taught me something at a young age – she said ‘you are the company you keep.’ To define yourself by some label or some level of resources – that’s pretty shallow.
HOWARD SCHULTZ

Age Definition Mom Shallow Teaching Young
When you’re surrounded by people who share a passionate commitment around a common purpose, anything is possible.
HOWARD SCHULTZ

Commitment Inspirational Passionate People Possible Purpose Surround Yourself
Social and digital media is a bullet train, and that bullet train is not coming home.
HOWARD SCHULTZ

Digital Home Media Social Train
Whatever you do, don’t play it safe. Don’t do things the way they’ve always been done. Don’t try to fit the system. If you do what’s expected of you, you’ll never accomplish more than others expect.
HOWARD SCHULTZ

Accomplishment Expectation Play Safety System Try Yourself

Customers must recognize that you stand for something.

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Customers must recognize that you stand for something.

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