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

Success is empty if you arrive at the finish line alone.

Growing up I always felt like I was living on the other side of the tracks. I knew the people on the other side had more resources, more money, happier families.

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

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.

Customers have different need states and life experiences.

I never wanted to be on any billionaires list. I never define myself by net worth. I always try to define myself by my values.