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

by Howard Schultz

This is why, I think, so many companies fail. Not because of challenges in the marketplace, but because of challenges on the inside.

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

The great companies will be the ones that find a way to have and hold on to their values while chasing their profits, and brand value will converge to create a new business model that unites commerce and compassion.

Yes, it is possible to rise, fall, and rise again, recapture lost dreams, dream bigger, and succeed in our ever-changing, complex world—without abandoning what matters most.