If You Want To Achieve Widespread Impact

When You Start A Company, It's A Singular Focus. You Have The Wind At Your Back.

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.

When We Love Something, Emotion Often Drives Our Actions. This Is The Gift And The Challenge Entrepreneurs Face Every Day. The Companies We Dream Of And Build From Scratch Are Part Of Us And Intensely Personal. They Are Our Families. Our Lives. But The Entrepreneurial Journey Is Not For Everyone. Yes, The Highs Are High And The Rewards Can Be Thrilling. But The Lows Can Break Your Heart. Entrepreneurs Must Love What They Do To Such A Degree That Doing It Is Worth Sacrifice And, At Times, Pain. But Doing Anything Else, We Think, Would Be Unimaginable

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.

The Rules Of Engagement Around Building A Brand Have Changed Significantly Over The Past 10 To 15 Years. Where Companies At One Time Could Spread Their Message Through Traditional Marketing, Consumers Now Seek An Enduring Emotional Connection With The Companies They Patronize. The Foundation Of That Connection Is The Most Important Characteristic Of Building A World-class Brand: Trust. Trust With Your People And Trust With Your Customers.