When we began Starbucks, what I wanted to try to do was to create a set of values, guiding principles, and culture.
Howard SchultzEntrepreneurs 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.
Howard SchultzI do think - as self-serving as it sounds - that I was the right person, given the very, very strong headwind we had from the economy and our own issues, to come back and rewrite the future of the company.
Howard SchultzWhen I returned as CEO in 2008, Starbucks had forgotten that meaningful innovations balance an organization's heritage with modern-day relevance and market differentiation, so we had to reorient. In one brainstorming session, we visited and observed great retailers, then asked ourselves, 'If Starbucks did not exist, what type of coffee experience would we create?
Howard Schultz