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

Howard Schultz

We are not in the coffee business serving people, we are in the people business serving coffee.
HOWARD SCHULTZ

Business Coffee Company People Service
Success is something that has to be earned every day.
HOWARD SCHULTZ

Day Earn Success
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
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
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
Success is empty if you arrive at the finish line alone.
HOWARD SCHULTZ

Alone Arrive Empty Success Yourself
People around the world, they want the authentic Starbucks experience.
HOWARD SCHULTZ

Authentic Experience People World
Beverages have to be created. And they’re created by looking at what trend is in, say, the fashion industry – what color’s hot right now.
HOWARD SCHULTZ

Color Creation Fashion Hot Right Trend
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
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
I never wanted to be on any billionaires list. I never define myself by net worth. I always try to define myself by my values.
HOWARD SCHULTZ

Character Definition Myself Person Rich Value
Great companies are defined by their discipline and their understanding of who they are and who they are not.
HOWARD SCHULTZ

Company Definition Discipline Greatness Understand
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
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
I can’t imagine a day without coffee. I can’t imagine!
HOWARD SCHULTZ

Coffee Day Imagination Myself
Entrepreneurs must love what they do to such a degree that doing it is worth sacrifice and, at times, pain. But doing anything else, we think, would be unimaginable.
HOWARD SCHULTZ

Entrepreneur Imagination Love Sacrifice Thinking Worth

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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