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Customers must recognize that you stand for something.

Howard Schultz

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.
HOWARD SCHULTZ

Believe Life Missing Myself People Pursue Sight
Sometimes you have to create the thing you want to be part of.
HOWARD SCHULTZ

Creation Dedication Effort Time Yourself
Great companies are defined by their discipline and their understanding of who they are and who they are not.
HOWARD SCHULTZ

Company Definition Discipline Greatness Understand
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
Hiring people is an art, not a science, and resumes can’t tell you whether someone will fit into a company’s culture.
HOWARD SCHULTZ

Art Company Culture People Resume Science
My parents really wanted me to get out of New York, be exposed to other people, other ways of life.
HOWARD SCHULTZ

Expose Life Parents
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
Who wants a dream that’s near-fetched?
HOWARD SCHULTZ

Break Dreams Need
Don’t be threatened by people smarter than you.
HOWARD SCHULTZ

People Smart Threat 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 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
Always challenge the old ways.
HOWARD SCHULTZ

Challenge Old One Liner Way
Authentic brands don’t emerge from marketing cubicles or advertising agencies. They emanate from everything the company does.
HOWARD SCHULTZ

Advertisement Authentic Company Marketing
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
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
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

Customers must recognize that you stand for something.

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Customers must recognize that you stand for something.

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