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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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Marilyn Monroe Paulo Coelho Abraham Lincoln C. S. Lewis Khalil Gibran Charlie Chaplin Gautama Buddha Isaac Newton

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
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
Social and digital media is a bullet train, and that bullet train is not coming home.
HOWARD SCHULTZ

Digital Home Media Social Train
When you’re surrounded by people who share a passionate commitment around a common purpose, anything is possible.
HOWARD SCHULTZ

Commitment Inspirational Passionate People Possible Purpose Surround Yourself
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
Risk more than others think safe.
HOWARD SCHULTZ

Inspirational One Liner Risk Safety Thinking
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
I believe life is a series of near misses. A lot of what we ascribe to luck is not luck at all. It’s seizing the day and accepting responsibility for your future. It’s seeing what other people don’t see And pursuing that vision.
HOWARD SCHULTZ

Believe Life Missing Myself People Pursue Sight
Who wants a dream that’s near-fetched?
HOWARD SCHULTZ

Break Dreams Need
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
This may sound a bit naive, but I got here by believing in big dreams.
HOWARD SCHULTZ

Believe Big Dreams Inspirational Myself Sound
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
Believe in your dreams and dream big. And then after you’ve done that, dream bigger.
HOWARD SCHULTZ

Believe Big Dreams Goal Inspirational Yourself
China traditionally has been a tea-drinking country but we turned them into coffee drinkers.
HOWARD SCHULTZ

Country Drink Inspirational Risk Transformation
Customers must recognize that you stand for something.
HOWARD SCHULTZ

Brand Customer Recognition Stand Yourself
People want guidance, not rhetoric. They need to know what the plan of action is, and how it will be implemented. They want to be given responsibility to help solve the problem and authority to act on it.
HOWARD SCHULTZ

Act Action Authority Guidance People Planning Problem Responsibility

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