As the chairman and former CEO of Starbucks, Howard Schultz is a business icon and one of the most widely respected leaders in the retail/hospitality field. Here are 15 of the top quotes attributed to this remarkable leader:
The success of Starbucks demonstrates the fact we have built an emotional connection with our customers. I think we have a competitive advantage over classic brands in that every day we get to touch and interact with our customers directly.
We have no patent on anything we do and anything we do can be copied by anyone else. But you can't copy the heart and the soul and the conscience of the company.
We establish the value of buying a product at Starbucks by our uncompromising quality and by building a personal relationship with each customer.
We look at the brand not as a piece of advertising but everything we do communicates who Starbucks is. The place, the physical environment really has become an extension of the brand and it's very important to the success of the company.
Coffee will always be the core of what we do. So many companies have made mistakes by not sticking to their knitting and they start believing their own press. That's not going to be us.
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.
Our mission statement about treating people with respect and dignity is not just words but a creed we live by every day. You can't expect your employees to exceed the expectations of your customers if you don't exceed the employees' expectations of management. That's the contract.
Dream more than others think practical. Expect more than others think possible. Care more than others think wise.
In this ever-changing society, the most powerful and enduring brands are built from the heart. They are real and sustainable. Their foundations are stronger because they are built with the strength of the human spirit, not an ad campaign. The companies that are lasting are those that are authentic.
Whatever you do, don’t play it safe. Don’t do things the way they’ve always been done. Don’t try to fit the system. If you do what’s expected of you, you’ll never accomplish more than others expect.
We believed very early on that people's interaction with the Starbucks experience was going to determine the success of the brand.
Early on I realized that I had to hire people smarter and more qualified than I was in a number of different fields, and I had to let go of a lot of decision-making. I can't tell you how hard that is. But if you've imprinted your values on the people around you, you can dare to trust them to make the right moves.
For all the promise of digital media to bring people together, I still believe that the most sincere, lasting powers of human connection come from looking directly into someone else's eyes, with no screen in between.
Mass advertising can help build brands, but authenticity is what makes them last. If people believe they share values with a company, they will stay loyal to the brand.
Starbucks represents something beyond a cup of coffee.
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