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Don’t settle! Embrace a dream–and keep dreaming. Don’t be a bystander. Take it personally.

Howard Schultz

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
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
Cutting prices or putting things on sale is not sustainable business strategy. The other side of it is that you can’t cut enough costs to save your way to prosperity.
HOWARD SCHULTZ

Business Enough Price Prosperity Sales Strategy Yourself
In many places where coffee is grown, deforestation is a major issue. With Starbucks’ position in the marketplace and the respect and relationships we have, we can – and have, in some cases – been able to educate and influence people.
HOWARD SCHULTZ

Coffee Education Growth Influence Issues People Place
Don’t be threatened by people smarter than you.
HOWARD SCHULTZ

People Smart Threat Yourself
At its core, I believe leadership is about instilling confidence in others.
HOWARD SCHULTZ

Believe Confidence Leadership Myself
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
Sometimes you have to create the thing you want to be part of.
HOWARD SCHULTZ

Creation Dedication Effort Time Yourself
Authentic brands don’t emerge from marketing cubicles or advertising agencies. They emanate from everything the company does.
HOWARD SCHULTZ

Advertisement Authentic Company Marketing
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
We are witnessing a seismic change in consumer behavior. That change is being brought about by technology and the access people have to information.
HOWARD SCHULTZ

Behavior Change Consumption Customer Information Technology
Success is something that has to be earned every day.
HOWARD SCHULTZ

Day Earn Success
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
Victory is much more meaningful when it comes not just from one person, but from the joint achievements of many.
HOWARD SCHULTZ

Achievement Meaning Person Team Work Victory
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
I honestly never dreamed at the time that I would one day own the Starbucks and or be in a position where we would have more than 10,000 stores around the world. It has just been an incredible journey for all of us.
HOWARD SCHULTZ

Dreams Honesty Inspirational Journey Myself Position Success World
We are not in the coffee business serving people, we are in the people business serving coffee.
HOWARD SCHULTZ

Business Coffee Company People Service
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
Effective leaders share two intertwined attributes: an unbridled level of confidence about where their organizations are headed, and the ability to bring people along.
HOWARD SCHULTZ

Ability Attribute Leadership Organization People Share
You must find something that you deeply love and are passionate about and are willing to sacrifice a lot to achieve.
HOWARD SCHULTZ

Love Passion Sacrifice Willing Yourself
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
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
Success is the by-product when you work toward the target.
HOWARD SCHULTZ

Result Success Target
Everyone starts strong. Success comes to those with unwavering commitment to be at the end.
HOWARD SCHULTZ

Commitment End Inspirational Journey Start Strong
I never wanted to be on any billionaires list. I never define myself by net worth. I always try to define myself by my values.
HOWARD SCHULTZ

Character Definition Myself Person Rich Value
It’s one thing to dream, but when the moment is right, you’ve got to be willing to leave what’s familiar and go out to find your own sound.
HOWARD SCHULTZ

Dream Leaving Moments Right Sound Yourself

Don’t settle! Embrace a dream–and keep dreaming. Don’t be a bystander. Take it personally.

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Don’t settle! Embrace a dream–and keep dreaming. Don’t be a bystander. Take it personally.

Related Topics

Popular Authors

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