When it comes to Starbucks, I take every threat very personally.

Hiring people is an art, not a science, and resumes can't tell you whether someone will fit into a company's culture.

I think people will walk into the Starbucks store and overnight recognize the significant difference between what Starbucks represents day-in and day-out and all the other coffee companies that have been serving coffee in India for so many years.

Work should be personal. For all of us. Not just for the artist and entrepreneur. Work should have meaning for the accountant, the construction worker, the technologist, the manager and the clerk.

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 right and best thing to do. We refuse to be bystanders, even if we do not know exactly where our actions will lead.

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

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