I am concerned about any attrition in customer traffic at Starbucks, but I don't want to use the economy, commodity prices or consumer confidence as an excuse.

Cutting prices or putting things on sale is not sustainable business strategy. The other side of it is that you can't cut enough costs to save your way to prosperity.

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.

In this ever-changing society, the most powerful and enduring brands are built from the heart. They are real and sustainable. Their foundations are stronger because they are built with the strength of the human spirit, not an ad campaign. The companies that are lasting are those that are authentic.

I'm in a different position than most CEO's. I'm a founder. I'm not a hired CEO. Now, I can be fired by the board, but most CEO's are hired by the board.

I realize that idealism is out of sync with the cynicism of our age. Skepticism has come to be synonymous with sophistication, and glibness is mistaken for intelligence. In such an atmosphere, why bother aiming high? Far too many people don't. I just want to reassure people to have the courage to persevere, to keep following their hearts even when others scoff. Don't be beaten down by naysayers. Don't let the odds scare you from even trying.

Authentic brands don't emerge from marketing cubicles or advertising agencies. They emanate from everything the company does.