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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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My passion. My commitment. This is the most important thing in my life other than my family.
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When companies fail, or fail to grow, it’s almost always because they don’t invest in the people, the systems, and the processes they need.
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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.
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We are not in the coffee business serving people, we are in the people business serving coffee.
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At its core, I believe leadership is about instilling confidence in others.
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Don’t be threatened by people smarter than you.
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Europe has always represented a major strategic opportunity to achieve our goal of creating and building an enduring global brand.
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Hiring people is an art, not a science, and resumes can’t tell you whether someone will fit into a company’s culture.
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Victory is much more meaningful when it comes not just from one person, but from the joint achievements of many.
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Success is best when it is shared.
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The challenge of the retail business is the human condition.
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If you pour your heart into your work, or into any worthy enterprise, you can achieve dreams others may think impossible.
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Who wants a dream that’s near-fetched?
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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

Beginning Culture Dreams Guide Principle Try Vision
Good results is not an entitlement. It has to be earned and earned each individual working day via the lens of humility.
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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.
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