American - Businessman | July 19, 1953 -
I think Starbucks created a platform and, ultimately, a runway for many other companies to emulate. I suspect if we had not achieved what we have, there would have been many regional brands that would have succeeded. But I'm not sure there would have been a national brand of the scope of Starbucks.
Howard Schultz
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There's this myth that has been exacerbated by others that Starbucks means a $4 cup of coffee, which is not true.
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Post-9/11, we saw an immediate uptick in the amount of people in our stores, all over the country. People wanted that human connection. We are not going to fracture the Starbucks experience.
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I 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.
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The evolving social and digital media platforms and highly innovative and relevant payment capabilities are causing seismic changes in consumer behavior and creating equally disruptive opportunities for business.
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Turning a culture around is very difficult to do because it's based on a series of many, many decisions, and the organization is framed by those decisions.
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Risk more than others think safe.
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Dream more than others think practical.
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Expect more than others think possible.
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China traditionally has been a tea-drinking country but we turned them into coffee drinkers.
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Europe has always represented a major strategic opportunity to achieve our goal of creating and building an enduring global brand.
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Success in the United States is not an entitlement in China. You have to go there and earn it, and earn it the right way.
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