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Success is best when it is shared.

Howard Schultz

Europe has always represented a major strategic opportunity to achieve our goal of creating and building an enduring global brand.
HOWARD SCHULTZ

Achievement Brand Endurance Opportunity Represent Strategy
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
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
A great business has to have a conscience. You have to know who you are and who you are not.
HOWARD SCHULTZ

Business Conscience Greatness Identity 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
The premium single-cup segment is the fastest-growing business within the global coffee industry.
HOWARD SCHULTZ

Business Coffee Fast Growth Industry
Success is best when it is shared.
HOWARD SCHULTZ

Best One Liner Share Success Team Work
Grow with discipline. Balance intuition with rigor. Innovate around the core. Don’t embrace the status quo.
HOWARD SCHULTZ

Balance Discipline Embrace Growth Intuition Status
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
Whatever you do, don’t play it safe. Don’t do things the way they’ve always been done. Don’t try to fit the system. If you do what’s expected of you, you’ll never accomplish more than others expect.
HOWARD SCHULTZ

Accomplishment Expectation Play Safety System Try Yourself
Customers must recognize that you stand for something.
HOWARD SCHULTZ

Brand Customer Recognition Stand Yourself
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.
HOWARD SCHULTZ

Business Company Conscience Heart Soul
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
Believe in your dreams and dream big. And then after you’ve done that, dream bigger.
HOWARD SCHULTZ

Believe Big Dreams Goal Inspirational Yourself
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

Success is best when it is shared.

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Success is best when it is shared.

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