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A great business has to have a conscience. You have to know who you are and who you are not.

Howard Schultz

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
Risk more than others think safe.
HOWARD SCHULTZ

Inspirational One Liner Risk Safety Thinking
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
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
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
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.
HOWARD SCHULTZ

Color Creation Fashion Hot Right Trend
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
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
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 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
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
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
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
Business leaders cannot be bystanders.
HOWARD SCHULTZ

Business Leadership One Liner Stand
When companies fail, or fail to grow, it’s almost always because they don’t invest in the people, the systems, and the processes they need.
HOWARD SCHULTZ

Company Failure Growth Investment Need People System
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

A great business has to have a conscience. You have to know who you are and who you are not.

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A great business has to have a conscience. You have to know who you are and who you are not.

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