“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.”

If you want to achieve widespread impact and lasting value, be bold.

Good results is not an entitlement. It has to be earned and earned each individual working day via the lens of humility.

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.

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.

Success is best when it is shared.

Success is something that has to be earned every day.

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.

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.

I honestly never dreamed at the time that I would one day own the Starbucks and or be in a position where we would have more than 10,000 stores around the world. It has just been an incredible journey for all of us.

Customers must recognize that you stand for something.

It’s one thing to dream, but when the moment is right, you’ve got to be willing to leave what’s familiar and go out to find your own sound.

Who wants a dream that’s near-fetched?

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.

Victory is much more meaningful when it comes not just from one person, but from the joint achievements of many.

The success of the Starbucks has been based on this balance between profitability and a social conscience. Everywhere we’re doing business, were trying to manage the business through the lens of humanity.

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.

The characters are born from repetition.

Winning takes talent, to repeat takes character.

Be more concerned with your character than with your reputation. Your character is what you really are while your reputation is merely what others think you are.

Character is destiny.

The character of our country is on the ballot.

A man’s character is his fate.

When you judge another, you do not define them, you define yourself.

If you say that you’re humble, you’re not humble. You gotta wait until somebody tells you that you’re humble.