Our history is based on extending the brand to categories within the guardrails of Starbucks.

There's a metaphor Vincent Eades likes to use: "If you examine a butterfly according to the laws of aerodynamics, it shouldn't be able to fly. But the butterfly doesn't know that, so it flies.

In many places where coffee is grown, deforestation is a major issue. With Starbucks' position in the marketplace and the respect and relationships we have, we can - and have, in some cases - been able to educate and influence people.

Passionate conviction ... sparks romances, wins battles, and drives people to pursue dreams others wouldn't dare. Belief in ourselves and in what is right catapults us over hurdles, and our lives unfold.

We want passion for our business.. workers who can interpret and execute our mission, who want to build a career, not just take a temporary job.

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

Believe in your dreams and dream big. And then after youve done that, dream bigger.