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" 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. "

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" My mother taught me something at a young age - she said 'you are the company you keep'. To define yourself by some label or some level of resources - that's pretty shallow. "

Howard Schultz

She

Yourself

" I'm a voracious reader. "

Howard Schultz

Reader

Voracious

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

" Cutting prices or putting things on sale is not sustainable business strategy. "

" For Starbucks, there will be no shortage of the highest-quality arabica beans. I suspect that for some others there could potentially be a problem, not in the near term, but over time. "

" 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. "

" Risk more than others think safe. "

Howard Schultz

Safe

Think

" 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. "

" 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. "

" You walk into a retail store, whatever it is, and if there's a sense of entertainment and excitement and electricity, you wanna be there. "

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

" 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. "

" The Starbucks customer and the Teavana customer are two very different customers, two different need states that are highly complimentary. "

" My father had a series of blue-collar jobs and never made more than $20,000 a year. When I was seven, he got injured on a job. That was a very important point - because of the injury, he couldn't walk, and the company he was working for did not pay him. There was no compensation. So there was no money and no food. "

" I love being the underdog. "

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

" When you're building a business or joining a company, you have to be transparent; you can't have two sets of information for two sets of people. "

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

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

" The premium single-cup segment is the fastest-growing business within the global coffee industry. "

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

" I was born on the other side of the tracks, in public housing in Brooklyn, New York. My dad never made more than $20,000 a year, and I grew up in a family that lost health insurance. So I was scarred at a young age with understanding what it was like to watch my parents lose access to the American dream. "

" 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 never took classic business classes in college, so I don't have the background that any of the people running large companies have. "

" 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. "

" 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. "

" The lifeblood of job creation in America is small business, but they can't get access to credit. "

" I think there is probably no better person to aspire to emulate than Steve Jobs and what he has done at Apple in terms of his leadership, his innovation, not settling for mediocrity. "

" My biggest concern is that America is drifting towards mediocrity and that people don't recognize - and by people I'm meaning Washington - don't recognize the sense of urgency and the fact that I don't think this is a crisis anymore. I think it's an emergency. "

" I think people will walk into the Starbucks store and overnight recognize the significant difference between what Starbucks represents day-in and day-out and all the other coffee companies that have been serving coffee in India for so many years. "