We Are Not In The Coffee Business

The Entrepreneurial Opportunity In America Is Alive And Well.

Starbucks Trying To Build A Different Kind Of Company Around The Balance Of Profitably And Benevolence. A Social Conscience. And That Isn't A Program It Has To Be A Way Of Life.

When I Returned As Ceo In 2008, Starbucks Had Forgotten That Meaningful Innovations Balance An Organization's Heritage With Modern-day Relevance And Market Differentiation, So We Had To Reorient. In One Brainstorming Session, We Visited And Observed Great Retailers, Then Asked Ourselves, 'if Starbucks Did Not Exist, What Type Of Coffee Experience Would We Create?

To Stay Vigorous, A Company Needs To Provide A Stimulating And Challenging Environment For All These Types: The Dreamer, The Entrepreneur, The Professional Manager, And The Leader. If It Doesn't, It Risks Becoming Yet Another Mediocre Corporation.

Victory Is Much More Meaningful When It Comes Not Just From One Person, But From The Joint Achievements Of Many.