Victory is much more meaningful when it comes not just from one person, but from the joint achievements of many.

Beverages have to be created. And they're created by looking at what trend is in, say, the fashion industry - what color's hot right now.

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.

People want guidance, not rhetoric. They need to know what the plan of action is, and how it will be implemented. They want to be given responsibility to help solve the problem and authority to act on it.

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

I think what we're lacking in society, not only in the U.S. but also around the world, is to find heroes once again and to celebrate these kind of people.

We woke up one day, and all the sudden Starbucks was in the middle of this political crossfire between the people who want to bring a gun into Starbucks and the people who want to prevent it. It is a very difficult, fragile situation.