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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

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

Business Coffee Company People Service
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
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
In life, you can blame a lot of people and you can wallow in self-pity or you can pick yourself up and say listen, I have to be responsible for myself.
HOWARD SCHULTZ

Blame Life Listening Myself People Responsibility
China traditionally has been a tea-drinking country but we turned them into coffee drinkers.
HOWARD SCHULTZ

Country Drink Inspirational Risk Transformation
At an early age, my mother gave me this feeling that anything is possible, and I believe that.
HOWARD SCHULTZ

Age Believe Early Feeling Inspirational Mom Myself Possible
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
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
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
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
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
Success is empty if you arrive at the finish line alone.
HOWARD SCHULTZ

Alone Arrive Empty Success Yourself
Hiring people is an art, not a science, and resumes can’t tell you whether someone will fit into a company’s culture.
HOWARD SCHULTZ

Art Company Culture People Resume Science
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
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

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