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The premium single-cup segment is the fastest-growing business within the global coffee industry.

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
Starbucks trying to build a different kind of company around the balance of profitably and benevolence. A social conscience. And that isn’t a program it has to be a way of life.
HOWARD SCHULTZ

Build Company Different Kind Life Profit Program Try Way
I believe life is a series of near misses. A lot of what we ascribe to luck is not luck at all. It’s seizing the day and accepting responsibility for your future. It’s seeing what other people don’t see And pursuing that vision.
HOWARD SCHULTZ

Believe Life Missing Myself People Pursue Sight
We need to put ourselves in the shoes of our customers. That is my new battle cry. Live and breathe Starbucks the way our customers do.
HOWARD SCHULTZ

Battle Breathe Cry Customer Need Ourselves Way
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
We want passion for our business.. workers who can interpret and execute our mission, who want to build a career, not just take a temporary job.
HOWARD SCHULTZ

Build Business Career Job Mission Passion Temporary Work
Customers must recognize that you stand for something.
HOWARD SCHULTZ

Brand Customer Recognition Stand Yourself
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
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
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
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
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
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
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
Everyone starts strong. Success comes to those with unwavering commitment to be at the end.
HOWARD SCHULTZ

Commitment End Inspirational Journey Start Strong

The premium single-cup segment is the fastest-growing business within the global coffee industry.

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The premium single-cup segment is the fastest-growing business within the global coffee industry.

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