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

Howard Schultz

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
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
In this ever-changing society, the most powerful and enduring brands are built from the heart.
HOWARD SCHULTZ

Build Change Endurance Heart Powerful Society Yourself
Cutting prices or putting things on sale is not sustainable business strategy. The other side of it is that you can’t cut enough costs to save your way to prosperity.
HOWARD SCHULTZ

Business Enough Price Prosperity Sales Strategy Yourself
I don’t have any secret sauce and I’m no smarter than anyone else. I will say I have surrounded myself with unbelievable talent that has made my job easier.
HOWARD SCHULTZ

Believe Job Myself Secret Smart Surround Talent
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
Customers must recognize that you stand for something.
HOWARD SCHULTZ

Brand Customer Recognition Stand 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
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
Who wants a dream that’s near-fetched?
HOWARD SCHULTZ

Break Dreams Need
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
The premium single-cup segment is the fastest-growing business within the global coffee industry.
HOWARD SCHULTZ

Business Coffee Fast Growth Industry
Cutting prices or putting things on sale is not sustainable business strategy.
HOWARD SCHULTZ

Business Price Sales Strategy
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
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
We are not in the coffee business serving people, we are in the people business serving coffee.
HOWARD SCHULTZ

Business Coffee Company People Service

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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