When I returned as CEO in 2008, Starbucks had forgotten that meaningful innovations balance an organization's heritage with modern-day relevance and market differentiation, so we had to reorient. In one brainstorming session, we visited and observed great retailers, then asked ourselves, 'If Starbucks did not exist, what type of coffee experience would we create?

I do feel, in a sense, the rules of engagement for citizenship has changed, and we must encourage other people to speak up and to take action.

Passionate conviction ... 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.

I think we are living in a time where the consumer has lots of choices, whether it's coffee, newspapers or whatever it is. And there is parity in the market place and as a result of that the consumer is beginning to make decisions, not just on what things cost and the convenience of it.

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.

I conduct my life with an expectation that people will do the right thing. Yet even with all my experience, I am still surprised when they do not.

The companies that are lasting are those that are authentic.