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.

You walk into a retail store, whatever it is, and if there's a sense of entertainment and excitement and electricity, you wanna be there.

Do I take criticism of Starbucks personally? Of course I do.

It's one thing to dream, but when the moment is right, you've got to be willing to leave what's familiar and go out to find your own sound.

Sometimes the difference between winning and losing is will. The will to make it happen.

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

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