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This may sound a bit naive, but I got here by believing in big dreams.

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
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
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
This may sound a bit naive, but I got here by believing in big dreams.
HOWARD SCHULTZ

Believe Big Dreams Inspirational Myself Sound
I can’t imagine a day without coffee. I can’t imagine!
HOWARD SCHULTZ

Coffee Day Imagination Myself
In life, you can blame a lot of people and you can wallow in self-pity or you can pick yourself up and say listen, I have to be responsible for myself.
HOWARD SCHULTZ

Blame Life Listening Myself People Responsibility
Business leaders cannot be bystanders.
HOWARD SCHULTZ

Business Leadership One Liner Stand
People around the world, they want the authentic Starbucks experience.
HOWARD SCHULTZ

Authentic Experience People World
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.
HOWARD SCHULTZ

Dream Leaving Moments Right Sound Yourself
Cutting prices or putting things on sale is not sustainable business strategy.
HOWARD SCHULTZ

Business Price Sales Strategy
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
In times of adversity and change, we really discover who we are and what we’re made of.
HOWARD SCHULTZ

Adversity Change Discover Hard Time Time
The premium single-cup segment is the fastest-growing business within the global coffee industry.
HOWARD SCHULTZ

Business Coffee Fast Growth Industry
Success is something that has to be earned every day.
HOWARD SCHULTZ

Day Earn Success
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
China traditionally has been a tea-drinking country but we turned them into coffee drinkers.
HOWARD SCHULTZ

Country Drink Inspirational Risk Transformation
Don’t be threatened by people smarter than you.
HOWARD SCHULTZ

People Smart Threat Yourself
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
Sometimes you have to create the thing you want to be part of.
HOWARD SCHULTZ

Creation Dedication Effort Time Yourself
Good results is not an entitlement. It has to be earned and earned each individual working day via the lens of humility.
HOWARD SCHULTZ

Day Earn Goodness Humility Result Work
One of the fundamental aspects of leadership, I realized more and more, is the ability to instill confidence in others when you yourself are feeling insecure.
HOWARD SCHULTZ

Ability Confidence Feeling Fundamental Insecurity Leadership Yourself
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
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
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
Any business today that embraces the status quo as an operating principle is going to be on a death march.
HOWARD SCHULTZ

Business Death Embrace Operation Principle
I was taken by the power that savoring a simple cup of coffee can have to connect people and create community.
HOWARD SCHULTZ

Coffee Community Connection Creation People Power Simplicity
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

This may sound a bit naive, but I got here by believing in big dreams.

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This may sound a bit naive, but I got here by believing in big dreams.

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