he grew up poor and was the first in his family to go to college he became
family to go to college he became
family to go to college he became Fortune magazine’s
Fortune magazine’s
Fortune magazine’s 2011 business Person of the Year he’s
2011 business Person of the Year he’s
2011 business Person of the Year he’s one of the richest men in America with a
one of the richest men in America with a
one of the richest men in America with a net worth of 1.5 billion dollars
net worth of 1.5 billion dollars
net worth of 1.5 billion dollars he’s Howard Schultz and here his top ten
he’s Howard Schultz and here his top ten
he’s Howard Schultz and here his top ten rules for success I feel so strongly
rules for success I feel so strongly
rules for success I feel so strongly that the reason I’m here is I dreamed
that the reason I’m here is I dreamed
that the reason I’m here is I dreamed big dreams I dreamed the kind of dreams
big dreams I dreamed the kind of dreams
big dreams I dreamed the kind of dreams that other people said would not be
that other people said would not be
that other people said would not be possible I’m also living proof this
possible I’m also living proof this
possible I’m also living proof this isn’t a Hollywood movie
isn’t a Hollywood movie
isn’t a Hollywood movie I count literally from the other side of
I count literally from the other side of
I count literally from the other side of the tracks if you saw where I grew up
the tracks if you saw where I grew up
the tracks if you saw where I grew up and we took a picture of it the
and we took a picture of it the
and we took a picture of it the neighborhood the setting you say it’s
neighborhood the setting you say it’s
neighborhood the setting you say it’s not it’s impossible that someone could
not it’s impossible that someone could
not it’s impossible that someone could come from there and get here
come from there and get here
come from there and get here but it is possible and not to sound too
but it is possible and not to sound too
but it is possible and not to sound too trite it’s possible because we still
trite it’s possible because we still
trite it’s possible because we still live in a country where the
live in a country where the
live in a country where the entrepreneurial spirit is so alive and
entrepreneurial spirit is so alive and
entrepreneurial spirit is so alive and so well and anyone in this country if
so well and anyone in this country if
so well and anyone in this country if you dream big and surround yourself with
you dream big and surround yourself with
you dream big and surround yourself with great people and leave your ego at the
great people and leave your ego at the
great people and leave your ego at the door and share a success with others and
door and share a success with others and
door and share a success with others and have a little luck along the way you can
have a little luck along the way you can
have a little luck along the way you can do anything but there will be people
do anything but there will be people
do anything but there will be people along the way and I remember this who
along the way and I remember this who
along the way and I remember this who will say to you you know you’re dreaming
will say to you you know you’re dreaming
will say to you you know you’re dreaming too big it’s not possible those things
too big it’s not possible those things
too big it’s not possible those things just can’t happen don’t allow anyone
just can’t happen don’t allow anyone
just can’t happen don’t allow anyone friend family acquaintances teachers
friend family acquaintances teachers
friend family acquaintances teachers whoever it is don’t allow anyone to tell
whoever it is don’t allow anyone to tell
whoever it is don’t allow anyone to tell you that what you are dreaming for
you that what you are dreaming for
you that what you are dreaming for yourself and your family is not possible
yourself and your family is not possible
yourself and your family is not possible it is possible don’t be one of those
it is possible don’t be one of those
it is possible don’t be one of those people 20 years from now are going to be
people 20 years from now are going to be
people 20 years from now are going to be walking around a nine-to-five job
walking around a nine-to-five job
walking around a nine-to-five job miserable and angry and bitter because
miserable and angry and bitter because
miserable and angry and bitter because you let your dreams get away from you
you let your dreams get away from you
you let your dreams get away from you because you did not believe stronger
because you did not believe stronger
because you did not believe stronger enough strongly enough in yourself and
enough strongly enough in yourself and
enough strongly enough in yourself and what was possible don’t allow that to
what was possible don’t allow that to
what was possible don’t allow that to happen
happen
happen this is an unbelievable time and I can’t
this is an unbelievable time and I can’t
this is an unbelievable time and I can’t encourage you enough to continue to
encourage you enough to continue to
encourage you enough to continue to think that things are possible and that
think that things are possible and that
think that things are possible and that your dreams can come true how many
your dreams can come true how many
your dreams can come true how many people have you met in your life who
people have you met in your life who
people have you met in your life who have said things like I had that idea I
have said things like I had that idea I
have said things like I had that idea I knew about that or I I was so close but
knew about that or I I was so close but
knew about that or I I was so close but I gave up I think sometimes the
I gave up I think sometimes the
I gave up I think sometimes the difference between success and failure
difference between success and failure
difference between success and failure winning and losing is a very fine line
winning and losing is a very fine line
winning and losing is a very fine line between those people who continue to
between those people who continue to
between those people who continue to move forward in August of 87
move forward in August of 87
move forward in August of 87 we had 11 stores and a hundred employees
we had 11 stores and a hundred employees
we had 11 stores and a hundred employees in a dream to create a national retail
in a dream to create a national retail
in a dream to create a national retail company around the coffee experience
company around the coffee experience
company around the coffee experience good coffee in America but there was
good coffee in America but there was
good coffee in America but there was another dream I had and that was to
another dream I had and that was to
another dream I had and that was to build a different type of company a
build a different type of company a
build a different type of company a company that potentially could achieve
company that potentially could achieve
company that potentially could achieve the delicate balance between
the delicate balance between
the delicate balance between profitability and the fiscal
profitability and the fiscal
profitability and the fiscal responsibility of building shareholder
responsibility of building shareholder
responsibility of building shareholder value but the balance of also having a
value but the balance of also having a
value but the balance of also having a heart benevolence and integrating a
heart benevolence and integrating a
heart benevolence and integrating a social conscience in everything the
social conscience in everything the
social conscience in everything the company would do and hopefully one day
company would do and hopefully one day
company would do and hopefully one day remember this was 87 the company would
remember this was 87 the company would
remember this was 87 the company would be known as much for its values its
be known as much for its values its
be known as much for its values its culture its guiding principles as it
culture its guiding principles as it
culture its guiding principles as it would the quality of its coffee fast
would the quality of its coffee fast
would the quality of its coffee fast forward from 87 to 89 and 80 and 1990
forward from 87 to 89 and 80 and 1990
forward from 87 to 89 and 80 and 1990 the company was beginning to get some
the company was beginning to get some
the company was beginning to get some traction we had about 50 stores we still
traction we had about 50 stores we still
traction we had about 50 stores we still were not making money and I think we all
were not making money and I think we all
were not making money and I think we all realized at the time that we were not in
realized at the time that we were not in
realized at the time that we were not in the coffee business serving people but
the coffee business serving people but
the coffee business serving people but we were in the people business serving
we were in the people business serving
we were in the people business serving coffee that if we wanted to exceed the
coffee that if we wanted to exceed the
coffee that if we wanted to exceed the expectations of the customer we had to
expectations of the customer we had to
expectations of the customer we had to first exceed the expectations of our
first exceed the expectations of our
first exceed the expectations of our people we made a very important
people we made a very important
people we made a very important strategic decision early on that
strategic decision early on that
strategic decision early on that franchising could not maintain the
franchising could not maintain the
franchising could not maintain the culture and values of the company that
culture and values of the company that
culture and values of the company that all it would be would be an access to
all it would be would be an access to
all it would be would be an access to cheap capital and so we continued on
cheap capital and so we continued on
cheap capital and so we continued on track of opening and building a company
track of opening and building a company
track of opening and building a company own system I said for years that that
own system I said for years that that
own system I said for years that that you
you
you to celebrate your victories and really
to celebrate your victories and really
to celebrate your victories and really celebrate your mistakes and what I mean
celebrate your mistakes and what I mean
celebrate your mistakes and what I mean by that is that you have to learn from
by that is that you have to learn from
by that is that you have to learn from the mistakes that you make and you’ve
the mistakes that you make and you’ve
the mistakes that you make and you’ve got to create an environment where
got to create an environment where
got to create an environment where people are not afraid to take a risk and
people are not afraid to take a risk and
people are not afraid to take a risk and not afraid to do things that are beyond
not afraid to do things that are beyond
not afraid to do things that are beyond what the expectations are at the same
what the expectations are at the same
what the expectations are at the same time you got to set up a framework for
time you got to set up a framework for
time you got to set up a framework for how those things are managed and judge
how those things are managed and judge
how those things are managed and judge and evaluate but I believe very strongly
and evaluate but I believe very strongly
and evaluate but I believe very strongly that we could build a different kind of
that we could build a different kind of
that we could build a different kind of company I never believed never I think
company I never believed never I think
company I never believed never I think it would have been arrogant to believe
it would have been arrogant to believe
it would have been arrogant to believe that we could have a thousand 2,000 or
that we could have a thousand 2,000 or
that we could have a thousand 2,000 or 7,500 stores in the US and around the
7,500 stores in the US and around the
7,500 stores in the US and around the world but something really magical
world but something really magical
world but something really magical started happening and it started
started happening and it started
started happening and it started happening as a result of not advertising
happening as a result of not advertising
happening as a result of not advertising or conventional consumer classical
or conventional consumer classical
or conventional consumer classical marketing the fact is that Starbucks
marketing the fact is that Starbucks
marketing the fact is that Starbucks spends very little on traditional
spends very little on traditional
spends very little on traditional advertising it started happening because
advertising it started happening because
advertising it started happening because we demonstrated to ourselves and now the
we demonstrated to ourselves and now the
we demonstrated to ourselves and now the world that to build an enduring
world that to build an enduring
world that to build an enduring sustainable long-term business and
sustainable long-term business and
sustainable long-term business and consumer brand it’s not about fancy
consumer brand it’s not about fancy
consumer brand it’s not about fancy marketing it’s about establishing a very
marketing it’s about establishing a very
marketing it’s about establishing a very powerful and unusual emotional
powerful and unusual emotional
powerful and unusual emotional relationship with the customer but I’m
relationship with the customer but I’m
relationship with the customer but I’m also here to tell you that I feel
also here to tell you that I feel
also here to tell you that I feel strongly that long-term value for your
strongly that long-term value for your
strongly that long-term value for your shareholders cannot be achieved in an
shareholders cannot be achieved in an
shareholders cannot be achieved in an enduring sustainable way unless the
enduring sustainable way unless the
enduring sustainable way unless the management of the company is completely
management of the company is completely
management of the company is completely and comprehensive ly committed to
and comprehensive ly committed to
and comprehensive ly committed to creating long-term value for the
creating long-term value for the
creating long-term value for the employees and the two are directly
employees and the two are directly
employees and the two are directly linked together and any company any
linked together and any company any
linked together and any company any management team that turns its back on
management team that turns its back on
management team that turns its back on its people and doesn’t share the success
its people and doesn’t share the success
its people and doesn’t share the success of the company
of the company
of the company with the people who do the work are not
with the people who do the work are not
with the people who do the work are not going to finish the race I think
going to finish the race I think
going to finish the race I think something that has happened the last
something that has happened the last
something that has happened the last couple of years that I have noticed
couple of years that I have noticed
couple of years that I have noticed which I think is powerful and it is a
which I think is powerful and it is a
which I think is powerful and it is a sea change is that the consumer has
sea change is that the consumer has
sea change is that the consumer has begun in many ways to perform what I
begun in many ways to perform what I
begun in many ways to perform what I would call loosely a cultural audit of
would call loosely a cultural audit of
would call loosely a cultural audit of companies of brands and a
companies of brands and a
companies of brands and a products and services that they are
products and services that they are
products and services that they are asked to support to buy and the cultural
asked to support to buy and the cultural
asked to support to buy and the cultural audit goes something like for the first
audit goes something like for the first
audit goes something like for the first time businesses recognize that there is
time businesses recognize that there is
time businesses recognize that there is parity in the marketplace parity on
parity in the marketplace parity on
parity in the marketplace parity on price parity on features and benefits in
price parity on features and benefits in
price parity on features and benefits in the consumer as a result of that has
the consumer as a result of that has
the consumer as a result of that has significant choices as to what they’re
significant choices as to what they’re
significant choices as to what they’re going to buy and support but for the
going to buy and support but for the
going to buy and support but for the first time they’re asking questions
first time they’re asking questions
first time they’re asking questions beyond the characteristics of the
beyond the characteristics of the
beyond the characteristics of the product or the service they’re asking
product or the service they’re asking
product or the service they’re asking about values
about values
about values they’re asking questions about how you
they’re asking questions about how you
they’re asking questions about how you take care of your people whether or not
take care of your people whether or not
take care of your people whether or not you’re giving back to the community in
you’re giving back to the community in
you’re giving back to the community in which they live and work I think that
which they live and work I think that
which they live and work I think that success in business is a very difficult
success in business is a very difficult
success in business is a very difficult thing to achieve and it’s more difficult
thing to achieve and it’s more difficult
thing to achieve and it’s more difficult today probably than any other time
today probably than any other time
today probably than any other time despite the vast number of opportunities
despite the vast number of opportunities
despite the vast number of opportunities and as it relates to finding your
and as it relates to finding your
and as it relates to finding your calling in terms of what the opportunity
calling in terms of what the opportunity
calling in terms of what the opportunity or the entrepreneurial adventure is
or the entrepreneurial adventure is
or the entrepreneurial adventure is going to be it has to be linked to
going to be it has to be linked to
going to be it has to be linked to something that you are so passionate and
something that you are so passionate and
something that you are so passionate and crazed about that you’re willing to
crazed about that you’re willing to
crazed about that you’re willing to knock down walls and climb mountains and
knock down walls and climb mountains and
knock down walls and climb mountains and do the things that are going to put
do the things that are going to put
do the things that are going to put yourself in a position of sacrificing so
yourself in a position of sacrificing so
yourself in a position of sacrificing so many other things for its success and
many other things for its success and
many other things for its success and you can only do that when there’s a
you can only do that when there’s a
you can only do that when there’s a compelling underlying feeling that you
compelling underlying feeling that you
compelling underlying feeling that you have that this is something I’m going to
have that this is something I’m going to
have that this is something I’m going to fight to the death for and without that
fight to the death for and without that
fight to the death for and without that I think it’s going to be a commodity
I think it’s going to be a commodity
I think it’s going to be a commodity based experience not only for the
based experience not only for the
based experience not only for the customer but for you and I think you
customer but for you and I think you
customer but for you and I think you can’t really succeed at the levels that
can’t really succeed at the levels that
can’t really succeed at the levels that you want to unless you find that thing
you want to unless you find that thing
you want to unless you find that thing that you’re so passionate excited and in
that you’re so passionate excited and in
that you’re so passionate excited and in love with and I think because you’ve got
love with and I think because you’ve got
love with and I think because you’ve got it along the way you’re going to have to
it along the way you’re going to have to
it along the way you’re going to have to convince so many other people to believe
convince so many other people to believe
convince so many other people to believe in you and the idea and the opportunity
in you and the idea and the opportunity
in you and the idea and the opportunity and the struggle and the obstacles that
and the struggle and the obstacles that
and the struggle and the obstacles that are going to come can over only be
are going to come can over only be
are going to come can over only be overcome by this passion that you have
overcome by this passion that you have
overcome by this passion that you have in which you’re going to be able to get
in which you’re going to be able to get
in which you’re going to be able to get people to follow you over the over those
people to follow you over the over those
people to follow you over the over those hurdles I know it sounds a little bit
hurdles I know it sounds a little bit
hurdles I know it sounds a little bit sophomoric but it’s so true this is the
sophomoric but it’s so true this is the
sophomoric but it’s so true this is the key
key
key of unlocking the success of our business
of unlocking the success of our business
of unlocking the success of our business and hopefully the businesses that you
and hopefully the businesses that you
and hopefully the businesses that you either are thinking about working for or
either are thinking about working for or
either are thinking about working for or a part of and it’s this it’s so basic we
a part of and it’s this it’s so basic we
a part of and it’s this it’s so basic we all want the same thing break break away
all want the same thing break break away
all want the same thing break break away the differences between what I just
the differences between what I just
the differences between what I just described language politics the way
described language politics the way
described language politics the way people dress their history it doesn’t
people dress their history it doesn’t
people dress their history it doesn’t matter we all want the same thing we
matter we all want the same thing we
matter we all want the same thing we want to be respected as employees we
want to be respected as employees we
want to be respected as employees we want to be appreciated as customers we
want to be appreciated as customers we
want to be appreciated as customers we want to feel dignified in the workplace
want to feel dignified in the workplace
want to feel dignified in the workplace and who we are as people and we want to
and who we are as people and we want to
and who we are as people and we want to go into a store and for that brief
go into a store and for that brief
go into a store and for that brief moment of whether we’re buying a cup of
moment of whether we’re buying a cup of
moment of whether we’re buying a cup of coffee or whatever it might be we want
coffee or whatever it might be we want
coffee or whatever it might be we want some value for our money and the human
some value for our money and the human
some value for our money and the human condition of all of that between
condition of all of that between
condition of all of that between business and the consumer and everything
business and the consumer and everything
business and the consumer and everything everything everything else in between
everything everything else in between
everything everything else in between is the human condition of the human
is the human condition of the human
is the human condition of the human spirit if you can exceed the
spirit if you can exceed the
spirit if you can exceed the expectations of your people if they feel
expectations of your people if they feel
expectations of your people if they feel they’re working in an enterprise or a
they’re working in an enterprise or a
they’re working in an enterprise or a company that values them as human beings
company that values them as human beings
company that values them as human beings and not as paychecks values em as human
and not as paychecks values em as human
and not as paychecks values em as human beings and not a line-item on the
beings and not a line-item on the
beings and not a line-item on the balance sheet and they in turn can take
balance sheet and they in turn can take
balance sheet and they in turn can take that feeling of being respected and
that feeling of being respected and
that feeling of being respected and appreciated as an employee and share
appreciated as an employee and share
appreciated as an employee and share that with someone else a paying customer
that with someone else a paying customer
that with someone else a paying customer whether it’s in Kuwait or Dubai or the
whether it’s in Kuwait or Dubai or the
whether it’s in Kuwait or Dubai or the opening of Starbucks France where people
opening of Starbucks France where people
opening of Starbucks France where people said it wouldn’t be possible it can work
said it wouldn’t be possible it can work
said it wouldn’t be possible it can work and it is sustainable because the human
and it is sustainable because the human
and it is sustainable because the human spirit has no language
and at a time in the world when there is
and at a time in the world when there is such cynicism and a fracturing of trust
such cynicism and a fracturing of trust
such cynicism and a fracturing of trust if you reach out and appreciate and
if you reach out and appreciate and
if you reach out and appreciate and respect another human being it comes
respect another human being it comes
respect another human being it comes back to you
because not every decision is an
because not every decision is an economic despite the fact that the site
economic despite the fact that the site
economic despite the fact that the site statistics that are narrowing crime we
statistics that are narrowing crime we
statistics that are narrowing crime we did provide a 38% shareholder return
did provide a 38% shareholder return
did provide a 38% shareholder return over last year I don’t know how many
over last year I don’t know how many
over last year I don’t know how many tension invested but I would suspect not
tension invested but I would suspect not
tension invested but I would suspect not many things companies products
many things companies products
many things companies products investments have been termed 38% of less
investments have been termed 38% of less
investments have been termed 38% of less of us having said that it is not an
of us having said that it is not an
of us having said that it is not an economic decision the lens in which we
economic decision the lens in which we
economic decision the lens in which we are making that decision is through the
are making that decision is through the
are making that decision is through the lens of our people we have we employ
lens of our people we have we employ
lens of our people we have we employ over 200,000 people in this company and
over 200,000 people in this company and
over 200,000 people in this company and we want to embrace diversity
thus estimate that you can get a higher
thus estimate that you can get a higher return than 38% you got last year is a
return than 38% you got last year is a
return than 38% you got last year is a free country you can sell your share
free country you can sell your share
free country you can sell your share Starbucks advice thank you so much for
Starbucks advice thank you so much for
Starbucks advice thank you so much for watching I made this video because Catan
watching I made this video because Catan
watching I made this video because Catan jij 95 asked me to so there’s a famous
jij 95 asked me to so there’s a famous
jij 95 asked me to so there’s a famous entrepreneur that you want me to profile
entrepreneur that you want me to profile
entrepreneur that you want me to profile leave it in the comments below and I’ll
leave it in the comments below and I’ll
leave it in the comments below and I’ll see what I can do and I’d also love to
see what I can do and I’d also love to
see what I can do and I’d also love to know what are the top 10 lessons from
know what are the top 10 lessons from
know what are the top 10 lessons from Howard you love the best leave it below
Howard you love the best leave it below
Howard you love the best leave it below I’m going to joining the discussion and
I’m going to joining the discussion and
I’m going to joining the discussion and I’ll see you soon
”
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