“We want passion for our business.. workers who can interpret and execute our mission, who want to build a career, not just take a temporary job.”

When we began Starbucks, what I wanted to try to do was to create a set of values, guiding principles, and culture.

You cant build any kind of organization if you’re not going to surround yourself with people who have experience and skill base beyond your own.

Be bold, but be fair. Don’t give in. If others around you have integrity, too, you can prevail.

You must find something that you deeply love and are passionate about and are willing to sacrifice a lot to achieve.

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.

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.

Risk more than others think safe.

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’.

Success is the by-product when you work toward the target.

If you want to achieve widespread impact and lasting value, be bold.

Good results is not an entitlement. It has to be earned and earned each individual working day via the lens of humility.

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.

Success is best when it is shared.

Success is something that has to be earned every day.

Work should be personal. For all of us. Not just for the artist and entrepreneur. Work should have meaning for the accountant, the construction worker, the technologist, the manager and the clerk.

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.