Customers must recognize that you stand for something.

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.

If Vancouver did not succeed as Starbucks from '87 on, our entire international business, which is now thousands of stores and a significant amount of growth and profit, may not have existed.

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

I've traveled around the world, and what's so revealing is that, despite the differences in culture, politics, language, how people dress, there is a universal feeling that we all want the same thing. We deeply want to be respected and appreciated for our differences.

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.

Don't settle! Embrace a dream--and keep dreaming. Don't be a bystander. Take it personally.