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" People have come to me over the years and said to me: 'I admire the culture of Starbucks. Can you come give a speech and help us turn our culture around?' I wish it were that easy. 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. "

Howard Schultz

People

Organization

Decisions

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" California, in a sense, is almost Starbucks' largest country, with almost 3,000 stores. "

" If you don't love what you're doing with unbridled passion and enthusiasm, you're not going to succeed when you hit obstacles. "

" 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. "

Howard Schultz

Meet

I Am

" 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. "

" China traditionally has been a tea-drinking country but we turned them into coffee drinkers. "

" My kids probably started drinking coffee in their late teens. "

" 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. "

" I think we are living in a time where the consumer has lots of choices, whether it's coffee, newspapers or whatever it is. And there is parity in the market place, and as a result of that, the consumer is beginning to make decisions, not just on what things cost and the convenience of it. "

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

" Great companies that build an enduring brand have an emotional relationship with customers that has no barrier. And that emotional relationship is on the most important characteristic, which is trust. "

" People around the world, they want the authentic Starbucks experience. "

" 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. "

" 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. "

" Even though people are under economic pressure, they still want to support those brands with values that are compatible with their own. "

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

" 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. "

" I think many start-ups make mistakes because they are focusing on things that are farther ahead, and they haven't done the work that has built the foundation to support it. "

" Everyone must have a shot at the American Dream. "

" Starbucks represents something beyond a cup of coffee. "

" Managing and navigating through a financial crisis is no fun at all. "

" I always saw myself wanting to do something deemed successful and good at the same time. "

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

" I think if you're an entrepreneur, you've got to dream big and then dream bigger. "

" This may sound a bit naive, but I got here by believing in big dreams. "

" You must find something that you deeply love and are passionate about and are willing to sacrifice a lot to achieve. "

" Success is best when it's shared. "

" Starbucks is in my blood. It is such a part of me that letting it unravel simply was not an option. "

" When you're surrounded by people who share a passionate commitment around a common purpose, anything is possible. "

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

" I'm not losing any sleep over Dunkin Donuts. "