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Europe has always represented a major strategic opportunity to achieve our goal of creating and building an enduring global brand.

Howard Schultz

Whatever you do, don’t play it safe. Don’t do things the way they’ve always been done. Don’t try to fit the system. If you do what’s expected of you, you’ll never accomplish more than others expect.
HOWARD SCHULTZ

Accomplishment Expectation Play Safety System Try Yourself
We woke up one day, and all the sudden Starbucks was in the middle of this political crossfire between the people who want to bring a gun into Starbucks and the people who want to prevent it. It is a very difficult, fragile situation.
HOWARD SCHULTZ

Difficult Fight Fragile Politics Situation Wake Up
Don’t be threatened by people smarter than you.
HOWARD SCHULTZ

People Smart Threat Yourself
Success is the by-product when you work toward the target.
HOWARD SCHULTZ

Result Success Target
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
Believe in your dreams and dream big. And then after you’ve done that, dream bigger.
HOWARD SCHULTZ

Believe Big Dreams Goal Inspirational Yourself
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
A great business has to have a conscience. You have to know who you are and who you are not.
HOWARD SCHULTZ

Business Conscience Greatness Identity Yourself
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
Everyone starts strong. Success comes to those with unwavering commitment to be at the end.
HOWARD SCHULTZ

Commitment End Inspirational Journey Start Strong
The premium single-cup segment is the fastest-growing business within the global coffee industry.
HOWARD SCHULTZ

Business Coffee Fast Growth Industry
I can’t imagine a day without coffee. I can’t imagine!
HOWARD SCHULTZ

Coffee Day Imagination Myself
Don’t settle! Embrace a dream–and keep dreaming. Don’t be a bystander. Take it personally.
HOWARD SCHULTZ

Dreams Embrace Inspirational Personal
Every step of the way, I made a point to underpromise and overdeliver. In the long run, that’s the only way to ensure security in any job.
HOWARD SCHULTZ

Job Myself Promise Security Way
Great companies are defined by their discipline and their understanding of who they are and who they are not.
HOWARD SCHULTZ

Company Definition Discipline Greatness Understand
Effective leaders share two intertwined attributes: an unbridled level of confidence about where their organizations are headed, and the ability to bring people along.
HOWARD SCHULTZ

Ability Attribute Leadership Organization People Share

Europe has always represented a major strategic opportunity to achieve our goal of creating and building an enduring global brand.

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Europe has always represented a major strategic opportunity to achieve our goal of creating and building an enduring global brand.

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