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.

When I first discovered in the early 1980s the Italian espresso bars in my trip to Italy, the vision was to re-create that for America - a third place that had not existed before. Starbucks re-created that in America in our own image; a place to go other than home or work. We also created an industry that did not exist: specialty coffee.

Be bold, but be fair. Don't give in. If others around you have integrity, too, you can prevail

Everyone starts strong. Success comes to those with unwavering commitment to be at the end.

We are not in the coffee business serving people, we are in the people business serving coffee.

Starbucks is not an advertiser; people think we are a great marketing company, but in fact we spend very little money on marketing and more money on training our people than advertising.

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