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

Howard Schultz

Grow with discipline. Balance intuition with rigor. Innovate around the core. Don’t embrace the status quo.
HOWARD SCHULTZ

Balance Discipline Embrace Growth Intuition Status
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
Customers must recognize that you stand for something.
HOWARD SCHULTZ

Brand Customer Recognition Stand Yourself
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
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
China traditionally has been a tea-drinking country but we turned them into coffee drinkers.
HOWARD SCHULTZ

Country Drink Inspirational Risk Transformation
Work should be personal. For all of us. Not just for the artist and entrepreneur. Work should have meaning for the accountant, the construction worker, the technologist, the manager and the clerk.
HOWARD SCHULTZ

Artist Construction Entrepreneur Manager Meaning Personal Work
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
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
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
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
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
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
You cant build any kind of organization if you’re not going to surround yourself with people who have experience and skill base beyond your own.
HOWARD SCHULTZ

Beyond Build Experience Organization People Skill 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
My parents really wanted me to get out of New York, be exposed to other people, other ways of life.
HOWARD SCHULTZ

Expose Life Parents

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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