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Customers must recognize that you stand for something.

Howard Schultz

And with the right mentor, don’t be afraid to expose your vulnerabilities. Admit you don’t know what you don’t know. When you acknowledge your weaknesses and ask for advice, you’ll be surprised how much others will help.
HOWARD SCHULTZ

Advice Afraid Help Right Surprise Vulnerable Weakness
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
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
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
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
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
If you want to achieve widespread impact and lasting value, be bold.
HOWARD SCHULTZ

Achievement Bold Impact Inspirational Value 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
Everyone starts strong. Success comes to those with unwavering commitment to be at the end.
HOWARD SCHULTZ

Commitment End Inspirational Journey Start Strong
I can’t imagine a day without coffee. I can’t imagine!
HOWARD SCHULTZ

Coffee Day Imagination Myself
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
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
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
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.
HOWARD SCHULTZ

Advertisement Greatness Marketing Money Ourselves People Thinking Training
Success is empty if you arrive at the finish line alone.
HOWARD SCHULTZ

Alone Arrive Empty Success Yourself

Customers must recognize that you stand for something.

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Customers must recognize that you stand for something.

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