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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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Don’t settle! Embrace a dream–and keep dreaming. Don’t be a bystander. Take it personally.
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Entrepreneurs must love what they do to such a degree that doing it is worth sacrifice and, at times, pain. But doing anything else, we think, would be unimaginable.
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We have no patent on anything we do and anything we do can be copied by anyone else. But you can’t copy the heart and the soul and the conscience of the company.
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We are witnessing a seismic change in consumer behavior. That change is being brought about by technology and the access people have to information.
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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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Beginning Culture Dreams Guide Principle Try Vision
We are not in the coffee business serving people, we are in the people business serving coffee.
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Business Coffee Company People Service
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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.
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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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Success is best when it is shared.
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My mother taught me something at a young age – she said ‘you are the company you keep.’ To define yourself by some label or some level of resources – that’s pretty shallow.
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