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People around the world, they want the authentic Starbucks experience.

Howard Schultz

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
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
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
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
A great business has to have a conscience. You have to know who you are and who you are not.
HOWARD SCHULTZ

Business Conscience Greatness Identity Yourself
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
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
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
Sometimes you have to create the thing you want to be part of.
HOWARD SCHULTZ

Creation Dedication Effort Time Yourself
Authentic brands don’t emerge from marketing cubicles or advertising agencies. They emanate from everything the company does.
HOWARD SCHULTZ

Advertisement Authentic Company Marketing
In many places where coffee is grown, deforestation is a major issue. With Starbucks’ position in the marketplace and the respect and relationships we have, we can – and have, in some cases – been able to educate and influence people.
HOWARD SCHULTZ

Coffee Education Growth Influence Issues People Place
The premium single-cup segment is the fastest-growing business within the global coffee industry.
HOWARD SCHULTZ

Business Coffee Fast Growth Industry
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
China traditionally has been a tea-drinking country but we turned them into coffee drinkers.
HOWARD SCHULTZ

Country Drink Inspirational Risk Transformation
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
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

People around the world, they want the authentic Starbucks experience.

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People around the world, they want the authentic Starbucks experience.

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