Authentic brands don’t emerge from marketing cubicles or advertising agencies. They emanate from everything the company does.
HOWARD SCHULTZThis may sound a bit naive, but I got here by believing in big dreams.
More Howard Schultz Quotes
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When we began Starbucks, what I wanted to try to do was to create a set of values, guiding principles, and culture.
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The challenge of the retail business is the human condition.
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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.
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At an early age, my mother gave me this feeling that anything is possible, and I believe that.
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Success is the by-product when you work toward the target.
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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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Victory is much more meaningful when it comes not just from one person, but from the joint achievements of many.
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My parents really wanted me to get out of New York, be exposed to other people, other ways of life.
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In this ever-changing society, the most powerful and enduring brands are built from the heart.
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Customers must recognize that you stand for something.
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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.
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Cutting prices or putting things on sale is not sustainable business strategy.
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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.
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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.
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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