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The hardest thing about being a leader is demonstrating or showing vulnerability. And that has a lot to do with trust.

Howard Schultz

I think that sometimes the difference between winning and losing, success and failure, is this gray line between will, passion and self-belief that says, ‘I’m going to do this’.
HOWARD SCHULTZ

Belief Difference Lose Myself Passion Thinking Time Win
Who wants a dream that’s near-fetched?
HOWARD SCHULTZ

Break Dreams Need
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
Risk more than others think safe.
HOWARD SCHULTZ

Inspirational One Liner Risk Safety Thinking
But when you really believe-in yourself, in your dream-you just have to do everything you possibly can to take control and make your vision a reality. No great achievement happens by luck.
HOWARD SCHULTZ

Achievement Believe Dreams Greatness Inspirational Luck Possible Reality Vision Yourself
Customers must recognize that you stand for something.
HOWARD SCHULTZ

Brand Customer Recognition Stand Yourself
My passion. My commitment. This is the most important thing in my life other than my family.
HOWARD SCHULTZ

Commitment Family Important Life Myself Passion
The premium single-cup segment is the fastest-growing business within the global coffee industry.
HOWARD SCHULTZ

Business Coffee Fast Growth Industry
To be an enduring, great company, you have to build a mechanism for preventing or solving problems that will long outlast any one individual leader.
HOWARD SCHULTZ

Company Endurance Greatness Leadership Problem Solve
The hardest thing about being a leader is demonstrating or showing vulnerability. And that has a lot to do with trust.
HOWARD SCHULTZ

Hard Leadership Trust Vulnerable
My parents really wanted me to get out of New York, be exposed to other people, other ways of life.
HOWARD SCHULTZ

Expose Life Parents
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
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.
HOWARD SCHULTZ

Battle Breathe Cry Customer Need Ourselves Way
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.
HOWARD SCHULTZ

Feeling Fight People Sacrifice Trust
My mother taught me something at a young age – she said ‘you are the company you keep.’ To define yourself by some label or some level of resources – that’s pretty shallow.
HOWARD SCHULTZ

Age Definition Mom Shallow Teaching Young
I can’t imagine a day without coffee. I can’t imagine!
HOWARD SCHULTZ

Coffee Day Imagination Myself

The hardest thing about being a leader is demonstrating or showing vulnerability. And that has a lot to do with trust.

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The hardest thing about being a leader is demonstrating or showing vulnerability. And that has a lot to do with trust.

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