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When we began starbucks, what i wanted to try to do was to create a set of values, guiding principles, and culture.
-Howard Schultz
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When We Began Starbucks, What I Wanted

Howard Schultz
When we began starbucks, what i wanted to try to do was to create a set of values, guiding principles, and culture.
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Guiding Principles Trying Culture

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A culture that supports the dominance of social values over biological values is an absolutely superior culture to one that does not, and a culture that supports the dominance of intellectual values over social values is absolutely superior to one that does not.
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There is nothing so bad or so good that you will not find englishmen doing it; but you will never find an englishman in the wrong. he does everything on principle. he fights you on patriotic principles; he robs you on business principles; he enslaves you on imperial principles; he bullies you on manly principles; he supports his king on loyal principles and cuts off his king's head on republican principles.
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A free culture supports and protects creators and innovators. it does this directly by granting intellectual property rights. but it does so indirectly by limiting the reach of those rights, to guarantee that follow-on creators and innovators remain as free as possible from the control of the past. a free culture is not a culture without property, just as a free market is not a market in which everything is free. the opposite of a free culture is a "permission culture" -- a culture in which creators get to create only with the permission of the powerful, or of creators from the past.
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Perhaps the most significant thing a person can know about himself is to understand his own system of values. almost every thing we do is a reflection of our own personal value system. what do we mean by values? our values are what we want out of life. no one is born with a set of values. except for our basic physiological needs such as air, water, and food, most of our values are acquired after birth.
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When i returned as ceo in 2008, starbucks had forgotten that meaningful innovations balance an organization's heritage with modern-day relevance and market differentiation, so we had to reorient. in one brainstorming session, we visited and observed great retailers, then asked ourselves, 'if starbucks did not exist, what type of coffee experience would we create?
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Starbucks was founded around the experience and the environment of their stores. starbucks was about a space with comfortable chairs, lots of power outlets, tables and desks at which we could work and the option to spend as much time in their stores as we wanted without any pressure to buy. the coffee was incidental.
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In marriage for example, you say 'yes' on the day you get married, 'i do', but each day you implicitly if not explicitly, also say 'yes', by every act that one performs in a marriage, one is saying 'yes', making a cup of coffee for one's wife or husband is a form of saying 'yes' to the marriage vow that one is continuing the marriage by affirming it in one's deeds. and exactly the same in the religious life.
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I think the answer is we all need a little help, and the coffee's a little help with everything — social, energy, don't know what to do next, don't know how to start my day, don't know how to get through this afternoon, don't know how to stay alert. we want to do a lot of stuff; we're not in great shape. we didn't get a good night's sleep. we're a little depressed. coffee solves all these problems in one delightful little cup.
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You're not really drinking coffee unless you drink it black, don't you think? oh, no? you like to monkey with it?
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Among the numerous luxuries of the table...coffee may be considered as one of the most valuable. it excites cheerfulness without intoxication; and the pleasing flow of spirits which it occasions...is never followed by sadness, languor or debility.
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