Success Is Best When It Is Shared.

If It Captures Your Imagination, It Will Captivate Others.

When We Began Starbucks, What I Wanted To Try To Do Was To Create A Set Of Values, Guiding Principles, And Culture.

Whatever You Do, Don't Play It Safe. Don't Do Things The Way They've Always Been Done. Don't Try To Fit The System. If You Do What's Expected Of You, You'll Never Accomplish More Than Others Expect.

I Realize That Idealism Is Out Of Sync With The Cynicism Of Our Age. Skepticism Has Come To Be Synonymous With Sophistication, And Glibness Is Mistaken For Intelligence. In Such An Atmosphere, Why Bother Aiming High? Far Too Many People Don't. I Just Want To Reassure People To Have The Courage To Persevere, To Keep Following Their Hearts Even When Others Scoff. Don't Be Beaten Down By Naysayers. Don't Let The Odds Scare You From Even Trying.

Starbucks Trying To Build A Different Kind Of Company Around The Balance Of Profitably And Benevolence. A Social Conscience. And That Isn't A Program It Has To Be A Way Of Life.