We would take something old and tired and common - coffee - and weave a sense of romance and community around it. We would rediscover the mystique and charm that had swirled around coffee throughout the centuries.

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

You must find something that you deeply love and are passionate about and are willing to sacrifice a lot to achieve.

Authentic brands don't emerge from marketing cubicles or advertising agencies. They emanate from everything the company does.

I'm in a different position than most CEO's. I'm a founder. I'm not a hired CEO. Now, I can be fired by the board, but most CEO's are hired by the board.

More than anything else, technology will pave the way for innovative change at Starbucks. The bulk of Starbucks' innovation over the next several years will be technology-focused.

Business leaders cannot be bystanders.