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Authentic brands don’t emerge from marketing cubicles or advertising agencies. They emanate from everything the company does.

Howard Schultz

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

Country Drink Inspirational Risk Transformation
We would take something old and tired and common – coffee – and weave a sense of romance and community around it. We would rediscover the mystique and charm that had swirled around coffee throughout the centuries.
HOWARD SCHULTZ

Charm Community Old Romance Time Tired
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
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
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
If you pour your heart into your work, or into any worthy enterprise, you can achieve dreams others may think impossible.
HOWARD SCHULTZ

Achievement Enterprise Heart Impossible Work Worth 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
Success is empty if you arrive at the finish line alone.
HOWARD SCHULTZ

Alone Arrive Empty Success Yourself
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
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
Work should be personal. For all of us. Not just for the artist and entrepreneur. Work should have meaning for the accountant, the construction worker, the technologist, the manager and the clerk.
HOWARD SCHULTZ

Artist Construction Entrepreneur Manager Meaning Personal Work
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

Authentic brands don’t emerge from marketing cubicles or advertising agencies. They emanate from everything the company does.

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Authentic brands don’t emerge from marketing cubicles or advertising agencies. They emanate from everything the company does.

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Popular Authors

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