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" 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. "
Howard Schultz
Myself
Always
List
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" 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. "
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" When it comes to Starbucks, I take every threat very personally. "
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" Even though people are under economic pressure, they still want to support those brands with values that are compatible with their own. "
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" 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. "
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" Care more than others think wise. "
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" You must find something that you deeply love and are passionate about and are willing to sacrifice a lot to achieve. "
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" Pouring espresso is an art, one that requires the barista to care about the quality of the beverage. "
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" If you don't love what you're doing with unbridled passion and enthusiasm, you're not going to succeed when you hit obstacles. "
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" Starbucks has changed the rules of engagement for the music industry. "
Howard Schultz
Starbucks
Engagement
Rules
" Growing up I always felt like I was living on the other side of the tracks. I knew the people on the other side had more resources, more money, happier families. "
Howard Schultz
Growing Up
People
Living
" My son is trying to be a sports writer, and my daughter is a college student. She wants to be a comedy writer, and she's at film school. I discouraged both of them early on from getting involved in Starbucks. I didn't think it would be fair; plus, they didn't have any interest anyway. "
Howard Schultz
School
Daughter
College
" I'm not losing any sleep over Dunkin Donuts. "
Howard Schultz
Losing
Donuts
Any
" 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. "
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World
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" I think if you're an entrepreneur, you've got to dream big and then dream bigger. "
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You
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Dream
" It's ironic that no matter where I go, I meet people from Brooklyn. I'm proud of that heritage. It's where I'm from, who I am. "
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Meet
I Am
Go
" We think of Starbucks not as a coffee company but a media company. "
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Starbucks
Coffee
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" I could've just walked away but I never could have forgiven myself to allow Starbucks to drift into mediocrity or not be relevant. I just couldn't be a bystander. "
Howard Schultz
Never
Mediocrity
Myself
" With a population of more than 600 million people, an emerging middle class that is driving strong consumption, and a robust and resilient economy, Southeast Asia presents a compelling growth opportunity for Starbucks. "
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Strong
Growth
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" China traditionally has been a tea-drinking country but we turned them into coffee drinkers. "
Howard Schultz
Coffee
Turned
Country
" I think my whole life, because of where I came from, I had a fear of failure. "
Howard Schultz
Had
Life
Think
" I can't imagine a day without coffee. I can't imagine! "
Howard Schultz
Day
Coffee
Imagine
" I'm optimistic about the country; I'm optimistic about the American people. "
Howard Schultz
People
Country
Optimistic
" Risk more than others think safe. "
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Safe
Think
More
" Americans reading the paper, listening to the news every single day, and all you hear is things are getting worse and worse. And that has a psychological effect on consumer confidence. That's what consumer confidence is. "
Howard Schultz
Day
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Confidence
" Do I take criticism of Starbucks personally? Of course I do. "
Howard Schultz
Criticism
Personally
Starbucks
" 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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Opportunities
Media
Business
" California, in a sense, is almost Starbucks' largest country, with almost 3,000 stores. "
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Country
California
Sense
" I despise research. I think it's a crutch. "
Howard Schultz
Research
Think
Despise
" My kids probably started drinking coffee in their late teens. "
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Late
Kids
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" The growth of the company and the license that Starbucks has is to participate in other food and beverage opportunities. We have a global business... and in many parts of the world, tea is much, much bigger than coffee, and we're going to bring tea and bring our capability and our understanding of what we've done for coffee to tea. "
Howard Schultz
Growth
Business
Coffee