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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

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
Entrepreneurs must love what they do to such a degree that doing it is worth sacrifice and, at times, pain. But doing anything else, we think, would be unimaginable.
HOWARD SCHULTZ

Entrepreneur Imagination Love Sacrifice Thinking Worth
This may sound a bit naive, but I got here by believing in big dreams.
HOWARD SCHULTZ

Believe Big Dreams Inspirational Myself Sound
Whatever you do, don’t play it safe. Don’t do things the way they’ve always been done. Don’t try to fit the system. If you do what’s expected of you, you’ll never accomplish more than others expect.
HOWARD SCHULTZ

Accomplishment Expectation Play Safety System Try Yourself
But when you really believe-in yourself, in your dream-you just have to do everything you possibly can to take control and make your vision a reality. No great achievement happens by luck.
HOWARD SCHULTZ

Achievement Believe Dreams Greatness Inspirational Luck Possible Reality Vision 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
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
I can’t imagine a day without coffee. I can’t imagine!
HOWARD SCHULTZ

Coffee Day Imagination Myself
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
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
One of the fundamental aspects of leadership, I realized more and more, is the ability to instill confidence in others when you yourself are feeling insecure.
HOWARD SCHULTZ

Ability Confidence Feeling Fundamental Insecurity Leadership Yourself
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
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
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
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

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