“Be bold, but be fair. Don’t give in. If others around you have integrity, too, you can prevail.”

Starbucks is not an advertiser; people think we are a great marketing company, but in fact we spend very little money on marketing and more money on training our people than advertising.

I honestly never dreamed at the time that I would one day own the Starbucks and or be in a position where we would have more than 10,000 stores around the world. It has just been an incredible journey for all of us.

Customers must recognize that you stand for something.

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.

Who wants a dream that’s near-fetched?

Great companies that build an enduring brand have an emotional relationship with customers that has no barrier. And that emotional relationship is on the most important characteristic, which is trust.

Victory is much more meaningful when it comes not just from one person, but from the joint achievements of many.

The success of the Starbucks has been based on this balance between profitability and a social conscience. Everywhere we’re doing business, were trying to manage the business through the lens of humanity.

We need to put ourselves in the shoes of our customers. That is my new battle cry. Live and breathe Starbucks the way our customers do.

Social and digital media is a bullet train, and that bullet train is not coming home.

In many places where coffee is grown, deforestation is a major issue. With Starbucks’ position in the marketplace and the respect and relationships we have, we can – and have, in some cases – been able to educate and influence people.

I believe life is a series of near misses. A lot of what we ascribe to luck is not luck at all. It’s seizing the day and accepting responsibility for your future. It’s seeing what other people don’t see And pursuing that vision.

Effective leaders share two intertwined attributes: an unbridled level of confidence about where their organizations are headed, and the ability to bring people along.

Hiring people is an art, not a science, and resumes can’t tell you whether someone will fit into a company’s culture.

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.

I was taken by the power that savoring a simple cup of coffee can have to connect people and create community.

Be original; don’t be scared of being bold!

Clasp me in your warm embrace, let me feel the love your eyes so boldly promise.

Great boldness is seldom without some absurdity.

Will you voyage out, will you venture? Will you plunder all the gold? Will be as wise as you are brave and bold? Only beasts can do it alone, truth be told.

So be bold, run free and live like poetry.

If we lack confidence, we may dislike people who are bold and courageous because they remind us of our shortcomings. 

Only you can master your mind, which is what it takes to live a bold life filled with accomplishments most people consider beyond their capability.

My love, you have a heart of gold, it’s precious, beautiful, and bold.