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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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" 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. "

Howard Schultz

Great

Money

Training

" Often, organizations need bold, grand gestures to galvanize people towards a new mission or refocus their attention. "

" Anybody can leverage celebrity for profit. "

" I probably have about four or five cups of coffee a day. I make myself an espresso macchiato when I wake, which is a shot of espresso and just a dollop of steamed milk. Then, if I'm going to do some work at home, I would make myself a French press. It's the best way to make conventional coffee. "

" Business leaders cannot be bystanders. "

" Most business people today are not going to invest in the uncertainty that exists in America. "

" We live in an age where everything is based on the short term. "

" I tried to build a company my father would have been proud to work for, that he would have looked back on and said, 'That's the company that honoured me, even though I don't have an education'. I wanted to build a company that had a conscience. "

" Starbucks has stores in America in many, many communities that are governed by many, many different municipalities. Starbucks cannot dictate to a municipality in Cincinnati or Kansas City or Sacramento how or why or when there should be a recycling program. "

" I think the currency of leadership is transparency. You've got to be truthful. I don't think you should be vulnerable every day, but there are moments where you've got to share your soul and conscience with people and show them who you are, and not be afraid of it. "

" My parents really wanted me to get out of New York, be exposed to other people, other ways of life. "

" London, a city where creativity and innovation have always flourished, provides a significant home for Starbucks and a significant gateway into Europe. "

" I'm much more concerned about America than the Democratic Party. "

" 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. We must maintain a value proposition to our customers as well as differentiate the Starbucks Experience. That is the key. "

" We have a big opportunity in China. We think the number of stores here can rival the number in North America. "

" I was taken by the power that savoring a simple cup of coffee can have to connect people and create community. "

" On balance, I am a supporter of the minimum wage going up. We've got to be very careful what we wish for because some employers - and there could be a lot of them - will be scared away from hiring new people or creating incremental hours for part-time people as a result of that wage going up. "

" What I would say to young entrepreneurs is there's so many moments in your life where you have these dreams, and people are trying to protect you, and they say, perhaps, friends, family, parents sometimes, they don't agree with it, they think, 'This is just too high of a hurdle.' And I don't agree with that. "

" Customers have different need states and life experiences. "

" We think of Starbucks not as a coffee company but a media company. "

" We must restore the emotional relationship that people have to the idea of America, that no matter where you come from, no matter where you live, that you have access to the same opportunities that somebody who is born in privilege. "

" I think my whole life, because of where I came from, I had a fear of failure. "

" It's different when you're trying to turn something around, especially something that you built, at a time when so many constituents - the media, Wall Street, competitors, ex-employees - are all saying that Starbucks's best days are behind it, and that Schultz is never going to be able to bring it back. "

" 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. "

" I really believe that you cannot use the stock market as a proxy for the economy. "

" Do I take criticism of Starbucks personally? Of course I do. "

" Starbucks represents something beyond a cup of coffee. "

" I'm a voracious reader. "

Howard Schultz

Reader

Voracious

" I never wanted to be on any billionaires list. I never define myself by net worth. I always try to define myself by my values. "

" There's this myth that has been exacerbated by others that Starbucks means a $4 cup of coffee, which is not true. "