Always challenge the old ways.

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.

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.

In this ever-changing society, the most powerful and enduring brands are built from the heart.

In the 1960s, if you introduced a new product to America, 90% of the people who viewed it for the first time believed in the corporate promise. Then 40 years later if you performed the same exercise, less than 10% of the public believed it was true. The fracturing of trust is based on the fact that the consumer has been let down.

If you don't love what you're doing with unbridled passion and enthusiasm, you're not going to succeed when you hit obstacles.

I never took classic business classes in college, so I don't have the background that any of the people running large companies have.