I never took classic business classes in college, so I don't have the background that any of the people running large companies have.

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.

Early on I realized that I had to hire people smarter and more qualified than I was in a number of different fields, and I had to let go of a lot of decision-making. I can't tell you how hard that is. But if you've imprinted your values on the people around you, you can dare to trust them to make the right moves.

When we love something, emotion often drives our actions. This is the gift and the challenge entrepreneurs face every day. The companies we dream of and build from scratch are part of us and intensely personal. They are our families. Our lives. But the entrepreneurial journey is not for everyone. Yes, the highs are high and the rewards can be thrilling. But the lows can break your heart. Entrepreneurs must love what they do to such a degree that doing it is worth sacrifice and, at times, pain. But doing anything else, we think, would be unimaginable

Customers have different need states and life experiences.

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

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