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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.

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Advertisement Greatness Marketing Money Ourselves People Thinking Training

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Marilyn Monroe Paulo Coelho Abraham Lincoln C. S. Lewis Khalil Gibran Charlie Chaplin Gautama Buddha Isaac Newton

China traditionally has been a tea-drinking country but we turned them into coffee drinkers.
HOWARD SCHULTZ

Country Drink Inspirational Risk Transformation
Be bold, but be fair. Don’t give in. If others around you have integrity, too, you can prevail.
HOWARD SCHULTZ

Bold Give Up Integrity Yourself
We are not in the coffee business serving people, we are in the people business serving coffee.
HOWARD SCHULTZ

Business Coffee Company People Service
My passion. My commitment. This is the most important thing in my life other than my family.
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Commitment Family Important Life Myself Passion
One of the fundamental aspects of leadership, I realized more and more, is the ability to instill confidence in others when you yourself are feeling insecure.
HOWARD SCHULTZ

Ability Confidence Feeling Fundamental Insecurity Leadership Yourself
Effective leaders share two intertwined attributes: an unbridled level of confidence about where their organizations are headed, and the ability to bring people along.
HOWARD SCHULTZ

Ability Attribute Leadership Organization People Share
Success is empty if you arrive at the finish line alone.
HOWARD SCHULTZ

Alone Arrive Empty Success Yourself
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
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
To be an enduring, great company, you have to build a mechanism for preventing or solving problems that will long outlast any one individual leader.
HOWARD SCHULTZ

Company Endurance Greatness Leadership Problem Solve
We woke up one day, and all the sudden Starbucks was in the middle of this political crossfire between the people who want to bring a gun into Starbucks and the people who want to prevent it. It is a very difficult, fragile situation.
HOWARD SCHULTZ

Difficult Fight Fragile Politics Situation Wake Up
Customers must recognize that you stand for something.
HOWARD SCHULTZ

Brand Customer Recognition Stand Yourself
People around the world, they want the authentic Starbucks experience.
HOWARD SCHULTZ

Authentic Experience People World
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
Risk more than others think safe.
HOWARD SCHULTZ

Inspirational One Liner Risk Safety Thinking
Good results is not an entitlement. It has to be earned and earned each individual working day via the lens of humility.
HOWARD SCHULTZ

Day Earn Goodness Humility Result Work

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