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.
Great companies that build an enduring brand have an emotional relationship with customers that has no barrier. And that emotional relationship is on the most important characteristic, which is trust.
In many places where coffee is grown, deforestation is a major issue. With Starbucks’ position in the marketplace and the respect and relationships we have, we can – and have, in some cases – been able to educate and influence people.
Effective leaders share two intertwined attributes: an unbridled level of confidence about where their organizations are headed, and the ability to bring people along.
