Great companies that build an enduring brand have an emotional relationship with customers that has no barrier. And that emotional relationship is on the most important characteristic, which is trust.

We need to put ourselves in the shoes of our customers. That is my new battle cry. Live and breathe Starbucks the way our customers do.

When companies fail, or fail to grow, it's almost always because they don't invest in the people, the systems, and the processes they need.

In times of adversity and change, we really discover who we are and what we're made of.

To stay vigorous, a company needs to provide a stimulating and challenging environment for all these types: the dreamer, the entrepreneur, the professional manager, and the leader. If it doesn't, it risks becoming yet another mediocre corporation.

While we are a coffee company at heart, Starbucks provides much more than the best cup of coffee—we offer a community gathering place where people come together to connect and discover new things.

Hiring people is an art, not a science, and resumes can't tell you whether someone will fit into a company's culture.