Mass advertising can help build brands, but authenticity is what makes them last. If people believe they share values with a company, they will stay loyal to the brand.

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

Good results is not an entitlement. It has to be earned and earned each individual working day via the lens of humility.

Many companies today are reducing hours of full-time people to get under the minimum so they don't have to pay health care costs. I just shake my head because that's not going to build long-term value and trust with your people.

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.

The evolving social and digital media platforms and highly innovative and relevant payment capabilities are causing seismic changes in consumer behavior and creating equally disruptive opportunities for business.

It's different when you're trying to turn something around, especially something that you built, at a time when so many constituents - the media, Wall Street, competitors, ex-employees - are all saying that Starbucks's best days are behind it, and that Schultz is never going to be able to bring it back.