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Pour Your Heart Into It

3.89 of 5 stars 3.89 · rating details · 1,551 ratings · 160 reviews

The success of Starbucks Coffee Company is one of the most remarkable business stories in decades. Since 1987, it has grown from a single retail store on Seattle's waterfront to a company with more than 1,000 stores nationwide and a new one opening somewhere every business day. According to "Fortune" magazine, Starbucks "has changed everything . . . from our tastes to our...more

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Published September 1st 1997 by Highbridge Audio (first published 1997)

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Feb 29, 2012 Mariam rated it 5 of 5 stars · review of another edition

Shelves: business, autobios-memoirs, food-and-drink, entrepreneurship, always-reading, inspirational, leadership, ★★★★★, my-private-library

This success story is not just about coffee but a romantic affair, a quixotic experience, a story about passion and persistence, people and leadership, commitment and responsibility, love and imagination.

Howard Schultz certainly poured his heart into every single page as he narrates his amazing and compelling business adventures - chronicling his roller coaster ride of building up a small coffee shop into a worldwide phenomenon whilst gracefully and delightfully capturing the heart and soul of t...more

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Mar 20, 2013 Joel Arnold rated it 3 of 5 stars · review of another edition

This was a fun book to read. Before I started I had few positive feelings towards Starbucks. By the end I was curious to try out some of the drinks he described and intrigued by the culture of the company. The book did make me like Starbucks more. It was also fascinating to get a window into how a start-up develops and becomes a huge company.

Only two criticisms: 1) It's a few years out of date now and Starbucks has gone through some major changes. I would be curious to learn about those years as...more This was a fun book to read. Before I started I had few positive feelings towards Starbucks. By the end I was curious to try out some of the drinks he described and intrigued by the culture of the company. The book did make me like Starbucks more. It was also fascinating to get a window into how a start-up develops and becomes a huge company.

Only two criticisms: 1) It's a few years out of date now and Starbucks has gone through some major changes. I would be curious to learn about those years as well. For that reason, it's probably better to read one of the more recent books. 2) Schultz was definitely writing as a representative (founder) of the company. A number of sections felt more like an apologetic for why his company is the best rather than much of an objective introduction to what it's really like.

Random Notes:

an energetic, passionate young guy, thirty-eight years old, inspired and visionary, but perhaps a little too inexperienced, a little too idealistic. But sitting next to him was a fifty-year-old, gray-haired, stable, conservative, prudent executive, explaining all the projections and numbers in calm, measured tones. We were a well-matched team: entrepreneurial zest and managerial control, which together inspired confidence that Starbucks could achieve its high goals but also remain fiscally responsible. Many young companies can’t make the leap to maturity because they either don’t support the creative spirit with structure and process, or they go too far and stifle that spirit with an overdeveloped bureaucracy. The most successful examples have been led by both a visionary, like Walt Disney, and a business-like implementer, like Roy Disney.

We believe that every business must stand for something. At its core must be an authentic product, one that’s better than most customers realized they wanted.

Experience has taught me that it’s easy to talk about values, hard to implement them, and even harder for an outsider to determine which values are heartfelt and which are window-dressing.

“If you examine a butterfly according to the laws of aerodynamics, it shouldn’t be able to fly. But the butterfly doesn’t know that, so it flies.”

If you do what’s expected of you, you’ll never accomplish more than others expect.

One of the fundamental aspects of leadership, I realized more and more, is the ability to instill confidence in others when you yourself are feeling insecure.

I came to a conclusion that was both painful and liberating. Because of the size and scale of the company, I no longer am able to make the singular difference in solving crucial problems.
“Exceptional leaders,” he wrote in 1991, “cultivate the Merlin-like habit of acting in the present moment as ambassadors of a radically different future, in order to imbue their organizations with a breakthrough vision of what it is possible to achieve.”(less)

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Feb 12, 2013 Dhiraj Sharma rated it 5 of 5 stars · review of another edition

I never expected any CEO to write a book about his company in such a lucid and flawless manner.
Howard Shultz left his high paying job at Xerox and joined Starbucks, opened El Giornale, took over Starbucks, sought venture capitalists in the market, opended stores outside Seattle and then all over US, brought in professionals into the business while at the same time retaining two very important core values, "Employees" and "The taste of Coffee".

Starbucks whole journey from humble beginings in a s...more

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Oct 08, 2011 Manuja rated it 5 of 5 stars · review of another edition

Shelves: business

Howard Schultz is Mr. Bombastic! While reading you will realize that he smoothly self promote himself. However, he has made the case that he deserves all the respect and the pats on his back. I strongly agree.
The Starbuck story is very well written. I was captivated from the very first sentence. The story is written in a way that it can be used as a guide how to start and grow a successful business. The book is detailed and educational for any entrepreneur. It touches on many aspects of (any)...more

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Jan 14, 2013 Chhun rated it 5 of 5 stars · review of another edition

Actually, I was not a fan of Starbucks and I didn't find any reason to waste my money on brand where I could enjoy coffee at other brand store. It was until I read "How Starbucks saved my life" of Michael Gates Gill who told his unforgettable experience and respectful and dignified relationship among Starbucks. He made me impressed how different Starbucks treat its own employees and customers, and I decided to enjoy my coffee at Starbucks and read this book.
"Pour your heart into it" is about a...more

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Dec 06, 2012 Brian W. rated it 5 of 5 stars · review of another edition

I have recently picked up and is reading pour your heart into it. I like this book cause it is really discripteve and detailed. Do you know who started Starbucks. You will find out in the book. The guy who is the owner of Starbucks lived in the projects in Brooklyn New York. His dad was a trucker when he was a little kid. His dad kept complaining that there was a Oder in his truck and got fired. His family had to borrow money. I have not read the whole book. But the pages I have read are really...more

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Jul 17, 2012 Earl Gray rated it 5 of 5 stars · review of another edition

Shelves: artfully-living-life, coaching, organizational-development, coffee-culture

There is a reason this book is still in print 15 years later: it is one of the best example of someone getting a true vision for something wonderful that was missing, and his willingness to do whatever it took to see it become a reality.

Read the mini-chapter of Howard Schultz' trip to Italy, and his discovery of espresso bars. Reread it. Get a feel for what its like to have a sense of "this must happen!" instead of "Wouldn't it be nice if this happened?"

I have given a lot of copies of this book...more

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Jul 01, 2010 Cara rated it 2 of 5 stars · review of another edition

Shelves: business

Supposed to be inspirational for starting a business, but actually rather the opposite. This guy is so ambitious, so confident, so determined, so certain, so driven. I'm feeling much the opposite these days. If that stuff is what it takes, I have no business starting a business.

...

I really enjoyed the beginning of this book, which was kind of a corporate adventure story about starting Starbucks from about three local stores and a mail-order catalog. It was exhilarating reading about all the chal...more

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Apr 18, 2011 Beth Peninger rated it 4 of 5 stars · review of another edition

I read this a few years ago when my brother was a Starbucks employee and so impressed with the company that he read this book and then gave it to me to read. I read it straight in one afternoon. I was compelled by Howard Schultz's commitment to Starbucks and to providing America with coffee that wasn't named Folger's etc. :) I loved reading about how Schultz and his team set out to make Starbucks the "McDonald's" of the coffee world. I remember after finishing it I was even more a fan of Starbuc...more

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May 20, 2011 Joseph Devon rated it 3 of 5 stars · review of another edition

I usually like non-fiction, I love stories about how small companies grow into major brands, and generally enjoy books like this where a dream and passion wins out over traditional business methods. Which is why I was surprised at how boring I found this book.
Don't get me wrong, it's not all bad. The basic story of taking a small coffee bean roasting shop and turning it into a worldwide brand with heart is still a good one, and plenty of sections of this book were great to read. How Starbucks h...more

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May 05, 2010 Matt Burgess rated it 5 of 5 stars · review of another edition

Pour Your Heart into It : How Starbucks Built a Company One Cup at a Time (1999), Howard Schultz

An absolutely amazing book and here's why. Whether you like inspiring tales, historical stories, business how-to or lessons on leadership, this is your book. Howard Schultz gives his firsthand account of realizing a vision and taking audacious leaps all the while exuding discipline and patience. Obviously, this book will mean more to people familiar with Starbucks and having experience its rapid growt...more

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Jan 03, 2013 Paul rated it 4 of 5 stars · review of another edition

This is an interesting book. It tracks Starbucks' rise from humble beginnings to the multi-billion dollar business it is today. Howard Schultz details the company culture and the strategy that made it happen, but also goes into detail over the mistakes and crisis that also ultimately made Starbucks what it is today. It details the company's origin from the 1970's through the 1990's. I would have liked to read more about the last decade and how they have faced challenges. I found most interesting...more

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Jan 08, 2009 Leslie rated it 3 of 5 stars · review of another edition

This book is particularly interesting because it was written in 1997, when Starbucks was at the top of its game... given the company's current issues, its managers might be well-served to reread it themselves!

The annoying part about this book is Schultz's preachy, arrogant tone. True, he has a lot to be proud of, but he doesn't really admit any sort of mistakes or shortcomings in this tale. Again, particularly interesting in light of Starbucks recent performance issues.

That being said, the story...more

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Jul 22, 2010 Jimmy Scharpf rated it 4 of 5 stars · review of another edition

I love coffee, can't start my morning without it. I was a big fan of Starbucks as well up until they started to take over the world. This book by founder Howard Schultz explains how Starbucks went from a specialty shop that only sold whole, roasted coffee beans to the drive thru coffee franchise we know today. Very interesting and insightful read, good for anyone interested in business or who has a love for $6 coffees. I read this book on a plane and had about 4 cups of coffee while reading it b...more

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Jan 03, 2010 Johnny Galt rated it 3 of 5 stars · review of another edition

It was ok... I was totally captivated by the startup story of Starbucks in the beginning. Almost to teh point where I lost all frame of reference and then Timmy set me straight about how Howard Schultz sold the Seattle Sonics. Thanks for keeping me grounded Timmy. I owe you for that one. The book started to drag on about CEO appointments and corporate bullshit. The branding and marketing part was somewhat interesting but I walked into a couple Starbucks stores after I finished the book just to s...more

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May 16, 2013 Colin Pearce rated it 5 of 5 stars · review of another edition

Fantastic review of his hopes dreams and actions that led to the bog coffee shake-up.

Favourite quote as applies to retailers everywhere - especially those employing youngsters: 'Nationwide, most retailers and fast food chains have a turnover rate ranging from 150% to as high as 400% a year. At Starbucks, turnover at the barista level averages 60% to 65%. Forestalled manages our turnover is only about 25%, while at other retailers, it's about 50%. Better benefits attract good people and keep the...more

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Mar 02, 2013 Mohammed Alshanakhnakh rated it 4 of 5 stars · review of another edition

Shelves: 2013

I really enjoyed the story of how Starbucks was started and the stories behind the introduction of their then-new products such as Frappuccino and cold coffee beverages (with Pepsi Co.). It has great lessons on building a brand the correct way (i.e. by building successful products and services, and maintaining high quality). It also gives good insight on shifting from an Entrepreneur company to a professionally-managed one.

I couldn't help but notice that the author sounds arrogant a bit arrogan...more

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Jul 13, 2011 Phillip rated it 3 of 5 stars · review of another edition

I thought I would enjoy this book more than I did. Howard Schultz, it could be argued, could be counted among the best retail businessman the world has ever seen. Starbucks had 5 stores when he bought the company back in the late 80's and now it has over 17,000.

Howard is clearly a genius at marketing. He has incredible passion. His passion jumps out at you as he speaks. His work ethic is indefatigable; however, there were criticisms of the book as well.

This book was written with Dori Jones Yang....more I thought I would enjoy this book more than I did. Howard Schultz, it could be argued, could be counted among the best retail businessman the world has ever seen. Starbucks had 5 stores when he bought the company back in the late 80's and now it has over 17,000.

Howard is clearly a genius at marketing. He has incredible passion. His passion jumps out at you as he speaks. His work ethic is indefatigable; however, there were criticisms of the book as well.

This book was written with Dori Jones Yang. I'm not sure how much she helped with the book, but I wasn't impressed with Howard's poise (or lack thereof) and how he would repeat things. The book seemed to be written in a hurry, it was incoherent at times. It also felt like a commercial after the first third or so.

Let me give a couple of examples regarding the incoherence. He mentioned several times how much he was committed to being entrepreneurial and not let Starbucks become bureaucratic yet he would talk about how he hired someone and take the time to tell us their race (she was black) and then he would talk in the next paragraph how many blacks were on such and such committee, women on this committee, but he never gave a reason for that. Let's bracket off why the race and gender is important in the first place, he is CEO and Chairman of the board, how did hiring a particular race add value to the company? or customer? He didn't talk about their qualifications or how they helped the company. It was anathema to his constant reminder to the reader how to keep the company entreprenurial and not bloated, or "like every other big company."

I was also baffled on page 322 when he confessed to his close staff around Christmas, "we're not performing as well as we had hoped for. There's no excuse. It's no one's fault." Then, two pages later, he says in hindsight he was correct that he was so honest with them, but then he said, "it would have been wrong to just sit back and say, 'Everybody's having a bad year, it's not our fault.'

First he says "there's no excuse" (that makes sense) but then he says "it's no one's fault" and then takes the time to defend the statement and return and say it would be wrong to say "it's not our fault."

He also mentions one particular employee early in the book that was very brash and abrupt, but it was exactly what Starbucks needed. At the end of the book he singles out an employee and references how important her candor was for Starbucks since the culture didn't welcome new ideas. Huh? Why did Howard write for at least 10 pages how (I forget the chap's name) how he helped Starbucks culture become more open?

Another criticism I have is when he talked about giving to a charity named CARE even when profits were very tight. He wrote this as it was somehow to be applauded. It seems to me, if he wanted to donate out of his own salary to CARE, that could certainly be argued to be a very decent thing to do, but he was donating shareholders money without their consent (Howard had very little stock in the company until the late 90's I believe)when the company wasn't producing much in profit. I don't understand why the reader should be impressed with it?

I don't know how much time Howard invested in this book but it appears it was written without a lot of editing. I do confess I enjoyed the first third of the book as he detailed how he came across Starbucks and what he did in the early years.

Howard is an extraordinary businessman, no doubt about it. He not only escaped the projects in Brooklyn-he created an incredible company. Unfortunately, and contrary to the title, I don't think he put his heart into writing the book. I'm hoping his most recent book-Onward: How Starbucks Fought For Its Life Without Losing Its Soul-is better, but I'm not optimistic. If this book is any guide, he should keep the writing to a minimum and pour his heart into his day-job.(less)

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Sep 13, 2011 Beth Anne rated it 4 of 5 stars · review of another edition

Shelves: 2011

This was such an interesting read! As a coffee lover myself, I appreciated Howard Schultz's deep passion for excellence in coffee. And not just the business of coffee, but coffee itself. He has been insistent through the years that the quality if coffee will never be sacrificed. He also built Starbucks to be a different kind of company...one that respected it's employees and listens to the customer. Starbucks changed the way America, and much of the world, enjoys coffee. I am looking forward to...more

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Aug 31, 2009 Deirdre rated it 4 of 5 stars · review of another edition

Shelves: fromlibrary, non-fiction

Howard Schultz tells his side of the story. Some of his background, joining Starbucks, leaving Starbucks, buying Starbucks and continuing to work with Starbucks. The copy I had came into the libraries in 2007 but was originally published in 1997, before Schultz's 8-year hiatus from managing the company (he returned in 2008 after sales went down under the previous president), and before bombings and riots, so the view is a little rosier than it may be from an independent view and from a smaller v...more

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May 26, 2008 Taylor Snyder rated it 4 of 5 stars · review of another edition

Shelves: advertising, philosophy, culture

As a former Starbucks Coffee Company Assistant Store Manager and Store Manager, I received this books as my standard packet of hiring materials. As a new hire and an avid Starbucks customer I read the book in nearly a day and was incredibly interested in what Howard Shultz had to say (or I'm sure at least dictate). The book is a real in-depth look not only of the start up of a Starbucks but it delves deeply into the history of Shultz, how he came across Starbucks, how he was rejected by the foun...more

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Jan 15, 2009 Robin rated it 4 of 5 stars · review of another edition Recommends it for: anyone who loves coffee & Starbucks haters. Until you know all the facts I don't want to hear it.

Shelves: favorite

Well I work at Starbucks, so I guess this book was a must. But I've waited 8 years to read it and I think the timing was right to wait until we have hit some hard times. It is also noteworthy that my current position is at the corporate level hosting our New Hire Orientation. So this is a great book to get a better understanding of our history, culture and values.
I truly work for a great company, who is doing its best in a troubled economy. And I say this at a time when no one’s job is safe. Bu...more

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Feb 15, 2008 Stephen Fielder rated it 4 of 5 stars · review of another edition Recommends it for: progressives, entrepreneurs

I'm not a real fan of company memoirs -- the intimate history of some company -- AND I'm also not much of a coffee drinker. Nevertheless, something led me to seek out and read "Pour Your Heart into It: How Starbucks Built a Company One Cup at a Time" and I'm so glad I did!

The Starbucks story is quite remarkable and wonderfully re-told by its CEO and founder Howard Schultz (aka the Bill Gates of Coffee) with the able assistance of Dori Jones Yang.

In an earlier stage of my life, I was an airline e...more

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Feb 09, 2008 Anna rated it 4 of 5 stars · review of another edition Recommends it for: Starbucks Baristas (past and present)!

Recommended to Anna by: Of course my store manager

If, like me, you are a former Starbucks employee, you have a soft spot in your heart for Howard and everything that he says and does. He's like our little demi-god, or even our very own evangelical leader in the worship of coffee (he certainly rakes the money in like Evangelical Mega-churches - some of which have Starbucks' inside them). However, if you are not, remember that Howard always has rose-colored glasses on (that he knows are there) and floridly romanticizes everything around him, from...more

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Jan 03, 2013 Jan rated it 2 of 5 stars · review of another edition

Schultz seems to be a nice guy, his ghost writer is skilful, and the book starts of promisingly.
Unfortunately, the book quickly devolves into the occasional nugget of interesting information held together by an endless patchwork of managerspeak, promotional rhetoric, personal rules of thumb presented as iron-clad rules, and the frustratingly overused "guiding principles", "core values" and "commitment", which, since he has hardly bothered to explain what they are, remain abstract and vacuous.
A...more

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Jul 19, 2012 Hailey Burns rated it 3 of 5 stars · review of another edition

The story of how Starbucks grew to what it is today is intriguing, and I really respect and admire the author and Starbucks CEO for the way he runs his business. It makes me feel a bit better about spending ridiculous amounts of money and time at Starbucks. My main issue with this book is that it is WAY too long and repetitive. I felt like I was reading the same messages about Starbucks' values and Schultz's vision hundreds of times over, which diluted the message and annoyed me.

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Jul 11, 2011 John rated it 4 of 5 stars · review of another edition

This book is a well written account of how Starbucks all started - from the nitty gritty details to the pie-in-the-sky ideas and inspiration. The struggling years of endless experimentations were specially very interesting. Although Howard Schultz sometimes engage in endless chest thumping, one can just attribute it to his incredible passion for coffee and excellent customer service. This is a nice book to devour with... yes, a cup of coffee.

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Aug 23, 2007 Sabiel rated it 2 of 5 stars · review of another edition Recommends it for: people interested in Starbucks' corporate history, not necessarily coffee

Shelves: read-non-fiction

Sparknotes Version:
Everyone loves an up-by-the-bootstraps story. And this is a really good one. Except after he finishes that section of the book, things get boring. Fast.

Full Review:
The beginning of the book focuses on Schultz's childhood, growing up in the Brooklyn projects, rising out of that environment to attend college and conquer the world. Or the coffee industry. Which really wasn't must of an industry back when. This single man introduced America to good coffee after being inspired on a...more

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Jan 04, 2013 Deviant Geek rated it 2 of 5 stars · review of another edition

Shelves: hard-copy, non-fiction, owned

i cant deny that this book was very well written with a chronicle history starting from schlutz's childhood, just to give u the right idea of his background for a better understanding of his future along with starbuck's. its very inspirational, quite boring at times but it helps you see what he saw, not an opportunity for business and wealth, but the idea of romance with a magical cup of dark roasted coffee and his passion to make everyone fall in love with it, just like he did. and that is how...more

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Apr 03, 2011 Tracy rated it 5 of 5 stars · review of another edition

I loved it. As a long time partner, I am slightly biased, but I loved it. It is an amazing story about a great man coming from a very difficult life as a child to helping to build a socially and environmentally responsible company who really cares for its partners. When I need a lift or to remember what the company is all about, I read it again. It is a frequent gift to other partners that mean something special to me.

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About Howard Schultz

Schultz is an author and businessman. He was born on July 19th of 1953. He is mostly known for owning Starbucks; he is also the CEO and chairman of that compagny.
He graduated Northern Michigan University with a bachelor's degree in Communication.
Schultz authored the book Pour Your Heart Into It: How Starbucks Built a Company One Cup at a Time with Dori Jones Yang in 1997. His second book Onward:...more

More about Howard Schultz...

Books by Howard Schultz

Onward: How Starbucks Fought for Its Life without Losing Its Soul

Knowing Yourself - Poems on Life - The Good and the Bad: Poems for the Average Person

It's Not About the Coffee: Leadership Principles from a Life at Starbucks

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“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.” — 10 people liked it

“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.” — 9 people liked it

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