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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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But when you really believe-in yourself, in your dream-you just have to do everything you possibly can to take control and make your vision a reality. No great achievement happens by luck.
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I was taken by the power that savoring a simple cup of coffee can have to connect people and create community.
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Who wants a dream that’s near-fetched?
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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

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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.
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China traditionally has been a tea-drinking country but we turned them into coffee drinkers.
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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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Everyone starts strong. Success comes to those with unwavering commitment to be at the end.
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A great business has to have a conscience. You have to know who you are and who you are not.
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Always challenge the old ways.
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My passion. My commitment. This is the most important thing in my life other than my family.
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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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Hiring people is an art, not a science, and resumes can’t tell you whether someone will fit into a company’s culture.
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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.
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The hardest thing about being a leader is demonstrating or showing vulnerability. And that has a lot to do with trust.
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I conduct my life with an expectation that people will do the right thing. Yet even with all my experience, I am still surprised when they do not.
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