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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.

Howard Schultz

Starbucks trying to build a different kind of company around the balance of profitably and benevolence. A social conscience. And that isn’t a program it has to be a way of life.
HOWARD SCHULTZ

Build Company Different Kind Life Profit Program Try Way
Sometimes you have to create the thing you want to be part of.
HOWARD SCHULTZ

Creation Dedication Effort Time Yourself
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
The challenge of the retail business is the human condition.
HOWARD SCHULTZ

Business Challenge Condition Human
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.
HOWARD SCHULTZ

Coffee Education Growth Influence Issues People Place
If you pour your heart into your work, or into any worthy enterprise, you can achieve dreams others may think impossible.
HOWARD SCHULTZ

Achievement Enterprise Heart Impossible Work Worth Yourself
My passion. My commitment. This is the most important thing in my life other than my family.
HOWARD SCHULTZ

Commitment Family Important Life Myself Passion
People want guidance, not rhetoric. They need to know what the plan of action is, and how it will be implemented. They want to be given responsibility to help solve the problem and authority to act on it.
HOWARD SCHULTZ

Act Action Authority Guidance People Planning Problem Responsibility
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
Cutting prices or putting things on sale is not sustainable business strategy.
HOWARD SCHULTZ

Business Price Sales Strategy
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.
HOWARD SCHULTZ

Company Failure Growth Investment Need People System
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
The premium single-cup segment is the fastest-growing business within the global coffee industry.
HOWARD SCHULTZ

Business Coffee Fast Growth Industry
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.
HOWARD SCHULTZ

Brand Character Company Emotional Endurance Greatness Relationship Trust
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.
HOWARD SCHULTZ

Artist Construction Entrepreneur Manager Meaning Personal Work
Authentic brands don’t emerge from marketing cubicles or advertising agencies. They emanate from everything the company does.
HOWARD SCHULTZ

Advertisement Authentic Company Marketing

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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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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