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When we began Starbucks, what I wanted to try to do was to create a set of values, guiding principles, and culture.

Howard Schultz

You must find something that you deeply love and are passionate about and are willing to sacrifice a lot to achieve.
HOWARD SCHULTZ

Love Passion Sacrifice Willing Yourself
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
Cutting prices or putting things on sale is not sustainable business strategy. The other side of it is that you can’t cut enough costs to save your way to prosperity.
HOWARD SCHULTZ

Business Enough Price Prosperity Sales Strategy Yourself
Beverages have to be created. And they’re created by looking at what trend is in, say, the fashion industry – what color’s hot right now.
HOWARD SCHULTZ

Color Creation Fashion Hot Right Trend
Success is something that has to be earned every day.
HOWARD SCHULTZ

Day Earn Success
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
In times of adversity and change, we really discover who we are and what we’re made of.
HOWARD SCHULTZ

Adversity Change Discover Hard Time Time
If you pour your heart into your work, or into any worthy enterprise, you can achieve dreams others may think impossible.
HOWARD SCHULTZ

Achievement Enterprise Heart Impossible Work Worth Yourself
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.
HOWARD SCHULTZ

Brand Character Company Emotional Endurance Greatness Relationship Trust
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.
HOWARD SCHULTZ

Dreams Honesty Inspirational Journey Myself Position Success World
Work should be personal. For all of us. Not just for the artist and entrepreneur. Work should have meaning for the accountant, the construction worker, the technologist, the manager and the clerk.
HOWARD SCHULTZ

Artist Construction Entrepreneur Manager Meaning Personal Work
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
Don’t be threatened by people smarter than you.
HOWARD SCHULTZ

People Smart Threat Yourself
Starbucks trying to build a different kind of company around the balance of profitably and benevolence. A social conscience. And that isn’t a program it has to be a way of life.
HOWARD SCHULTZ

Build Company Different Kind Life Profit Program Try Way
I think that sometimes the difference between winning and losing, success and failure, is this gray line between will, passion and self-belief that says, ‘I’m going to do this’.
HOWARD SCHULTZ

Belief Difference Lose Myself Passion Thinking Time Win
At an early age, my mother gave me this feeling that anything is possible, and I believe that.
HOWARD SCHULTZ

Age Believe Early Feeling Inspirational Mom Myself Possible

When we began Starbucks, what I wanted to try to do was to create a set of values, guiding principles, and culture.

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When we began Starbucks, what I wanted to try to do was to create a set of values, guiding principles, and culture.

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