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

by Howard Schultz

I titled most of my memos using two words that articulated the journey we were on and the work we had to do during this make-or-break period in the company's history. Those two words were “Transformation Agenda.”

2 word title

Success is not sustainable if it's defined by how big you become.

Starbucks never encouraged our baristas to be cool, but rather to be friendly and knowledgeable about our coffee and to engage with, laugh with, and reach out to their customers.

Grow with discipline. Balance intuition with rigor. Innovate around the core. Don't embrace the status quo. Find new ways to see. Never expect a silver bullet. Get your hands dirty. Listen with empathy and overcommunicate with transparency. Tell your story, refusing to let others define you. Use authentic experiences to inspire. Stick to your values, they are your foundation. Hold people accountable but give them the tools to succeed. Make the tough choices; it's how you execute that counts. Be decisive in times of crisis. Be nimble. Find truth in trials and lessons in mistakes. Be responsible for what you see, hear, and do. Believe.