There's this myth that has been exacerbated by others that Starbucks means a $4 cup of coffee, which is not true.

Starbucks represents something beyond a cup of coffee.

Great companies that build an enduring brand have an emotional relationship with customers that has no barrier. And that emotional relationship is on the most important characteristic, which is trust.

In the 1960s, if you were a blue collar worker or uneducated, and you had an injury on the job, the company basically dismissed you.

Every step of the way, I made a point to underpromise and overdeliver. In the long run, that's the only way to ensure security in any job.

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.

Even though people are under economic pressure, they still want to support those brands with values that are compatible with their own.