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Everyone starts strong. Success comes to those with unwavering commitment to be at the end.

Howard Schultz

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
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
Cutting prices or putting things on sale is not sustainable business strategy.
HOWARD SCHULTZ

Business Price Sales Strategy
Cutting prices or putting things on sale is not sustainable business strategy. The other side of it is that you can’t cut enough costs to save your way to prosperity.
HOWARD SCHULTZ

Business Enough Price Prosperity Sales Strategy Yourself
You must find something that you deeply love and are passionate about and are willing to sacrifice a lot to achieve.
HOWARD SCHULTZ

Love Passion Sacrifice Willing Yourself
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
At its core, I believe leadership is about instilling confidence in others.
HOWARD SCHULTZ

Believe Confidence Leadership Myself
Customers must recognize that you stand for something.
HOWARD SCHULTZ

Brand Customer Recognition Stand Yourself
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
To be an enduring, great company, you have to build a mechanism for preventing or solving problems that will long outlast any one individual leader.
HOWARD SCHULTZ

Company Endurance Greatness Leadership Problem Solve
If you want to achieve widespread impact and lasting value, be bold.
HOWARD SCHULTZ

Achievement Bold Impact Inspirational Value Yourself
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
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.
HOWARD SCHULTZ

Feeling Fight People Sacrifice Trust
Who wants a dream that’s near-fetched?
HOWARD SCHULTZ

Break Dreams Need
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.
HOWARD SCHULTZ

Charm Community Old Romance Time Tired
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

Everyone starts strong. Success comes to those with unwavering commitment to be at the end.

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Everyone starts strong. Success comes to those with unwavering commitment to be at the end.

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