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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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" We sell tea in Starbucks, but I think the experience is very different. I think coffee is something that is quick - it's transactional. I think tea is more Zen-like. It requires a different environment. "

" Profitability is a shallow goal if it doesn't have a real purpose, and the purpose has to be share the profits with others. "

" In the 1960s, if you introduced a new product to America, 90% of the people who viewed it for the first time believed in the corporate promise. Then 40 years later if you performed the same exercise, less than 10% of the public believed it was true. The fracturing of trust is based on the fact that the consumer has been let down. "

" When we began Starbucks, what I wanted to try to do was to create a set of values, guiding principles, and culture. "

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

" In the 1960s, if you were a blue collar worker or uneducated, and you had an injury on the job, the company basically dismissed you. "

" Risk more than others think safe. "

" 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. "

" If you look at coffee, tea, food and juice, we think there are inherent opportunities. If you look at health bars or grab-and-go products that are in our stores, we think we can significantly enhance them and make them more widely available. "

" I believe life is a series of near misses. A lot of what we ascribe to luck is not luck at all. It's seizing the day and accepting responsibility for your future. It's seeing what other people don't see And pursuing that vision. "

" 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. "

" 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. "

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

" I'm in a different position than most CEO's. I'm a founder. I'm not a hired CEO. Now, I can be fired by the board, but most CEO's are hired by the board. "

" When I first discovered in the early 1980s the Italian espresso bars in my trip to Italy, the vision was to re-create that for America - a third place that had not existed before. Starbucks re-created that in America in our own image; a place to go other than home or work. We also created an industry that did not exist: specialty coffee. "

" Don't buy preground coffee. "

" When it comes to Starbucks, I take every threat very personally. "

" The challenge of the retail business is the human condition. "

" 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. "

" I do feel, in a sense, the rules of engagement for citizenship has changed, and we must encourage other people to speak up and to take action. "

" Success is best when it's shared. "

" 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. "

" Care more than others think wise. "

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

" 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. "

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

" Certainly the caffeine in coffee, whether it's Starbucks or generic coffee, is somewhat of a stimulant. But if you drink it in moderation, which I think four or five cups a day is, you're fine. "

" We are witnessing a seismic change in consumer behavior. That change is being brought about by technology and the access people have to information. "

" 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. "