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Risk more than others think safe.

Howard Schultz

We would take something old and tired and common – coffee – and weave a sense of romance and community around it. We would rediscover the mystique and charm that had swirled around coffee throughout the centuries.
HOWARD SCHULTZ

Charm Community Old Romance Time Tired
We want passion for our business.. workers who can interpret and execute our mission, who want to build a career, not just take a temporary job.
HOWARD SCHULTZ

Build Business Career Job Mission Passion Temporary Work
Success is the by-product when you work toward the target.
HOWARD SCHULTZ

Result Success Target
My passion. My commitment. This is the most important thing in my life other than my family.
HOWARD SCHULTZ

Commitment Family Important Life Myself Passion
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 want to be part of something larger than themselves. They want to be part of something they’re really proud of, that they’ll fight for, sacrifice for, that they trust.
HOWARD SCHULTZ

Feeling Fight People Sacrifice Trust
People want guidance, not rhetoric. They need to know what the plan of action is, and how it will be implemented. They want to be given responsibility to help solve the problem and authority to act on it.
HOWARD SCHULTZ

Act Action Authority Guidance People Planning Problem Responsibility
Always challenge the old ways.
HOWARD SCHULTZ

Challenge Old One Liner Way
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
But when you really believe-in yourself, in your dream-you just have to do everything you possibly can to take control and make your vision a reality. No great achievement happens by luck.
HOWARD SCHULTZ

Achievement Believe Dreams Greatness Inspirational Luck Possible Reality Vision Yourself
We are witnessing a seismic change in consumer behavior. That change is being brought about by technology and the access people have to information.
HOWARD SCHULTZ

Behavior Change Consumption Customer Information Technology
This may sound a bit naive, but I got here by believing in big dreams.
HOWARD SCHULTZ

Believe Big Dreams Inspirational Myself Sound
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
You cant build any kind of organization if you’re not going to surround yourself with people who have experience and skill base beyond your own.
HOWARD SCHULTZ

Beyond Build Experience Organization People Skill Surround Yourself
Risk more than others think safe.
HOWARD SCHULTZ

Inspirational One Liner Risk Safety Thinking
I conduct my life with an expectation that people will do the right thing. Yet even with all my experience, I am still surprised when they do not.
HOWARD SCHULTZ

Expectation Experience Life Myself People Right Surprise

Risk more than others think safe.

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Risk more than others think safe.

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