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

by Howard Schultz

Then Harriet asked a young woman with blue heart earrings dangling from her lobes the final question of the session. “Can this lady tell us what is her dream for her family?” The woman, whose name was Mukamwiza Immaculate, responded clearly and quietly, and I sensed Gilbert was slightly taken aback as he translated her words. “She would like to make an income so she can buy a Friesian cow so she can get more milk for her family. That would be her dream.” I, too, was taken aback. “I just want to understand,” I said, leaning forward and looking at the woman. “What will a cow do, just so I understand?” Gilbert explained. “From cows you get milk, so the kids will obviously have better nutrition, but local breeds do not produce as much milk as Friesians, which have enough milk for consumption and more milk to sell, so the milk also becomes additional income for the family.”