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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

We are not in the coffee business serving people, we are in the people business serving coffee.
HOWARD SCHULTZ

Business Coffee Company People Service
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
The premium single-cup segment is the fastest-growing business within the global coffee industry.
HOWARD SCHULTZ

Business Coffee Fast Growth Industry
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
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
Be bold, but be fair. Don’t give in. If others around you have integrity, too, you can prevail.
HOWARD SCHULTZ

Bold Give Up Integrity Yourself
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
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
Europe has always represented a major strategic opportunity to achieve our goal of creating and building an enduring global brand.
HOWARD SCHULTZ

Achievement Brand Endurance Opportunity Represent Strategy
Cutting prices or putting things on sale is not sustainable business strategy.
HOWARD SCHULTZ

Business Price Sales Strategy
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.
HOWARD SCHULTZ

Expectation Experience Life Myself People Right Surprise
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
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
Starbucks trying to build a different kind of company around the balance of profitably and benevolence. A social conscience. And that isn’t a program it has to be a way of life.
HOWARD SCHULTZ

Build Company Different Kind Life Profit Program Try Way
Grow with discipline. Balance intuition with rigor. Innovate around the core. Don’t embrace the status quo.
HOWARD SCHULTZ

Balance Discipline Embrace Growth Intuition Status
And with the right mentor, don’t be afraid to expose your vulnerabilities. Admit you don’t know what you don’t know. When you acknowledge your weaknesses and ask for advice, you’ll be surprised how much others will help.
HOWARD SCHULTZ

Advice Afraid Help Right Surprise Vulnerable Weakness

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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