Customers don't always know what they want. The decline in coffee-drinking was due to the fact that most of the coffee people bought was stale and they weren't enjoying it. Once they tasted ours and experienced what we call "the third place" ... a gathering place between home and work where they were treated with respect.. they found we were filling a need they didn't know they had.
Howard SchultzThe success of the Starbucks has been based on this balance between profitability and a social conscience. Everywhere we're doing business, were trying to manage the business through the lens of humanity.
Howard SchultzMy passion. My commitment. This is the most important thing in my life other than my family.
Howard SchultzBe bold, but be fair. Don't give in. If others around you have integrity, too, you can prevail
Howard Schultz