SEATTLE–There are few more ubiquitous brands in the U.S. and the world than Starbucks, which has grown from one location opened in 1971 to more than 22,500 stores today.
That growth has been driven largely by Howard Schultz, who, after having earlier worked for the company, returned in 1987 to purchase it and become its chairman and CEO. Schultz would leave the company from 2001-05, but return again in 2008 to rebuild what he has called the “distinctive company experience,” which is based in part on a credit union-like notion of “community.”
Below are excerpts from Schultz’s book, “How Starbucks Fought For Its Life Without Losing its Sul.”
“Grow with discipline. Balance intuition with rigor. Innovate around the core. Don't embrace the status quo. Find new ways to see. Never expect a silver bullet. Get your hands dirty. Listen with empathy and overcommunicate with transparency. Tell your story, refusing to let others define you. Use authentic experiences to inspire. Stick to your values, they are your foundation. Hold people accountable, but give them the tools to succeed. Make the tough choices; it's how you execute that counts. Be decisive in times of crisis. Be nimble. Find truth in trials and lessons in mistakes. Be responsible for what you see, hear, and do. Believe.”
Summon the Courage
“There are moments in our lives when we summon the courage to make choices that go against reason, against common sense and the wise counsel of people we trust. But we lean forward nonetheless because, despite all risks and rational argument, we believe that the path we are choosing is the right and best thing to do. We refuse to be bystanders, even if we do not know exactly where our actions will lead.
This is the kind of passionate conviction that sparks romances, wins battles, and drives people to pursue dreams others wouldn’t dare. Belief in ourselves and in what is right catapults us over hurdles, and our lives unfold.
“Life is a sum of all your choices,” wrote Albert Camus. Large or small, our actions forge our futures and hopefully inspire others along the way.”
What Digital Media Does Not Deliver
“For all the promise of digital media to bring people together, I still believe that the most sincere, lasting powers of human connection come from looking directly into someone else's eyes, with no screen in between.”