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

Howard Schultz

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.
HOWARD SCHULTZ

Achievement Believe Dreams Greatness Inspirational Luck Possible Reality Vision Yourself
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.
HOWARD SCHULTZ

Expectation Experience Life Myself People Right Surprise
When you’re surrounded by people who share a passionate commitment around a common purpose, anything is possible.
HOWARD SCHULTZ

Commitment Inspirational Passionate People Possible Purpose Surround Yourself
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
Whatever you do, don’t play it safe. Don’t do things the way they’ve always been done. Don’t try to fit the system. If you do what’s expected of you, you’ll never accomplish more than others expect.
HOWARD SCHULTZ

Accomplishment Expectation Play Safety System Try Yourself
Success is empty if you arrive at the finish line alone.
HOWARD SCHULTZ

Alone Arrive Empty Success Yourself
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
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
Success is best when it is shared.
HOWARD SCHULTZ

Best One Liner Share Success Team Work
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
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
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.
HOWARD SCHULTZ

Age Definition Mom Shallow Teaching Young
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
I was taken by the power that savoring a simple cup of coffee can have to connect people and create community.
HOWARD SCHULTZ

Coffee Community Connection Creation People Power Simplicity
We have no patent on anything we do and anything we do can be copied by anyone else. But you can’t copy the heart and the soul and the conscience of the company.
HOWARD SCHULTZ

Business Company Conscience Heart Soul
I can’t imagine a day without coffee. I can’t imagine!
HOWARD SCHULTZ

Coffee Day Imagination Myself

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

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

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