howard schultz

“ Starbucks has a role and a meaningful relationship with people that is not only about the coffee. ”

“ There are moments in our lives when we summon the courage to make choices that go against reason, that go against common sense and the wise counsel of people we trust. ”

“ You have to have a 100% belief in your core reason for being. ”

“ Starbucks is in my blood. It is such a part of me that letting it unravel simply was not an option. ”

“ I am convinced that most people can achieve their dreams and beyond if they have the determination to keep trying. ”

“ 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. ”

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

“ Success is not sustainable if it is defined by how big you become or by growth for growths sake. Success is very shallow if it doesnt have emotional meaning. ”

“ When we began Starbucks, what I wanted to try to do was to create a set of values, guiding principles, and culture. ”

“ Believe in your dreams and dream big. And then after you've done that, dream bigger! ”