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China traditionally has been a tea-drinking country but we turned them into coffee drinkers.

Howard Schultz

Authentic brands don’t emerge from marketing cubicles or advertising agencies. They emanate from everything the company does.
HOWARD SCHULTZ

Advertisement Authentic Company Marketing
Everyone starts strong. Success comes to those with unwavering commitment to be at the end.
HOWARD SCHULTZ

Commitment End Inspirational Journey Start Strong
We woke up one day, and all the sudden Starbucks was in the middle of this political crossfire between the people who want to bring a gun into Starbucks and the people who want to prevent it. It is a very difficult, fragile situation.
HOWARD SCHULTZ

Difficult Fight Fragile Politics Situation Wake Up
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
Don’t settle! Embrace a dream–and keep dreaming. Don’t be a bystander. Take it personally.
HOWARD SCHULTZ

Dreams Embrace Inspirational Personal
I don’t have any secret sauce and I’m no smarter than anyone else. I will say I have surrounded myself with unbelievable talent that has made my job easier.
HOWARD SCHULTZ

Believe Job Myself Secret Smart Surround Talent
In this ever-changing society, the most powerful and enduring brands are built from the heart.
HOWARD SCHULTZ

Build Change Endurance Heart Powerful Society Yourself
And with the right mentor, don’t be afraid to expose your vulnerabilities. Admit you don’t know what you don’t know. When you acknowledge your weaknesses and ask for advice, you’ll be surprised how much others will help.
HOWARD SCHULTZ

Advice Afraid Help Right Surprise Vulnerable Weakness
When we began Starbucks, what I wanted to try to do was to create a set of values, guiding principles, and culture.
HOWARD SCHULTZ

Beginning Culture Dreams Guide Principle Try Vision
Cutting prices or putting things on sale is not sustainable business strategy.
HOWARD SCHULTZ

Business Price Sales Strategy
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’.
HOWARD SCHULTZ

Belief Difference Lose Myself Passion Thinking Time Win
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
Every step of the way, I made a point to underpromise and overdeliver. In the long run, that’s the only way to ensure security in any job.
HOWARD SCHULTZ

Job Myself Promise Security Way
Victory is much more meaningful when it comes not just from one person, but from the joint achievements of many.
HOWARD SCHULTZ

Achievement Meaning Person Team Work Victory
Good results is not an entitlement. It has to be earned and earned each individual working day via the lens of humility.
HOWARD SCHULTZ

Day Earn Goodness Humility Result Work
At an early age, my mother gave me this feeling that anything is possible, and I believe that.
HOWARD SCHULTZ

Age Believe Early Feeling Inspirational Mom Myself Possible
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
At its core, I believe leadership is about instilling confidence in others.
HOWARD SCHULTZ

Believe Confidence Leadership Myself
We are witnessing a seismic change in consumer behavior. That change is being brought about by technology and the access people have to information.
HOWARD SCHULTZ

Behavior Change Consumption Customer Information Technology
Who wants a dream that’s near-fetched?
HOWARD SCHULTZ

Break Dreams Need
The success of the Starbucks has been based on this balance between profitability and a social conscience. Everywhere we’re doing business, were trying to manage the business through the lens of humanity.
HOWARD SCHULTZ

Balance Business Conscience Humanity Manage Success Try
People around the world, they want the authentic Starbucks experience.
HOWARD SCHULTZ

Authentic Experience People World
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
The premium single-cup segment is the fastest-growing business within the global coffee industry.
HOWARD SCHULTZ

Business Coffee Fast Growth Industry
While we are a coffee company at heart, Starbucks provides much more than the best cup of coffee—we offer a community gathering place where people come together to connect and discover new things.
HOWARD SCHULTZ

Coffee Community Company Discover Heart People Togetherness
In times of adversity and change, we really discover who we are and what we’re made of.
HOWARD SCHULTZ

Adversity Change Discover Hard Time Time
If you want to achieve widespread impact and lasting value, be bold.
HOWARD SCHULTZ

Achievement Bold Impact Inspirational Value Yourself

China traditionally has been a tea-drinking country but we turned them into coffee drinkers.

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China traditionally has been a tea-drinking country but we turned them into coffee drinkers.

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