Howard Behar

So I just think that we can get too caught up in our own BS, so to speak. We think we've made it to here. We're entitled to have this. We're not entitled to anything. The only thing that we're really entitled to is the entitlement we give ourselves to take that step back. And don't be afraid. Sometimes you got to get outside your comfort zone and do things that you're not comfortable with.

So I just think that we can get too caught up in our own BS, so to speak. We think we've made it to here. We're entitled to have this. We're not entitled to anything. The only thing that we're really entitled to is the entitlement we give ourselves to take that step back. And don't be afraid. Sometimes you got to get outside your comfort zone and do things that you're not comfortable with.

And that's how I got to Starbucks. Before I went to Starbucks, I was making $300,000 a year running a land development company. And the company got in trouble. We had to sell it and we sold it. And I was trying to figure out what I was going to do. And so when I went to Starbucks, Howard said, I can pay you $100,000 a year.

And that's how I got to Starbucks. Before I went to Starbucks, I was making $300,000 a year running a land development company. And the company got in trouble. We had to sell it and we sold it. And I was trying to figure out what I was going to do. And so when I went to Starbucks, Howard said, I can pay you $100,000 a year.

Now, I had to go home and say, we're going to have to change lifestyle a little bit. And we did. The whole time I was at Starbucks, not once did I ever ask for a raise, ever, ever. It came or it didn't come. And I knew that if I produced for the company, then I'd get rewarded. I just trusted.

Now, I had to go home and say, we're going to have to change lifestyle a little bit. And we did. The whole time I was at Starbucks, not once did I ever ask for a raise, ever, ever. It came or it didn't come. And I knew that if I produced for the company, then I'd get rewarded. I just trusted.

Well, when I first came to Starbucks, like all small entrepreneurial companies, it was focused on the product. Howard Schultz, everybody says it's about the coffee. And I said, yes, the coffee plays an important role. It's where a lot of our creativity comes out. But this is really about the people. And if there was ever a business that's about people, it's the coffee business.

Well, when I first came to Starbucks, like all small entrepreneurial companies, it was focused on the product. Howard Schultz, everybody says it's about the coffee. And I said, yes, the coffee plays an important role. It's where a lot of our creativity comes out. But this is really about the people. And if there was ever a business that's about people, it's the coffee business.

First of all, we don't produce coffee. It was naturally produced on trees. People picked it, they roasted it, they served it. So it was really about people. And people come into Starbucks stores, they sit and have a cup of coffee, reading a newspaper, looking on their computer over a conversation, having a romantic conversation with somebody else. It's always about people. And I

First of all, we don't produce coffee. It was naturally produced on trees. People picked it, they roasted it, they served it. So it was really about people. And people come into Starbucks stores, they sit and have a cup of coffee, reading a newspaper, looking on their computer over a conversation, having a romantic conversation with somebody else. It's always about people. And I

I got that right away and I was trying to convince people that it was about people. I was trying to convince the people at Starbucks and it was difficult for them because they were so attached to that it was all about the coffee. And I kept saying, yes, it is about coffee, but it's much more important that it's about people.

I got that right away and I was trying to convince people that it was about people. I was trying to convince the people at Starbucks and it was difficult for them because they were so attached to that it was all about the coffee. And I kept saying, yes, it is about coffee, but it's much more important that it's about people.

And that drove the business because that set into motion everything we did at Starbucks. And Howard and I and a guy named Warren Smith, who were the three titular heads of Starbucks, we drove that home. It was hard to get fired at Starbucks for messing your numbers. It was easy if you messed with the people. And that's what we did. And that's really what made it work.

And that drove the business because that set into motion everything we did at Starbucks. And Howard and I and a guy named Warren Smith, who were the three titular heads of Starbucks, we drove that home. It was hard to get fired at Starbucks for messing your numbers. It was easy if you messed with the people. And that's what we did. And that's really what made it work.

And the truth of the matter is there is no business, there is no organization of any kind, from a family to a multi-billion dollar business to a church or a synagogue that isn't about people. And we don't recognize that. It's not about what you're selling, right? It's about who you're selling it to and why.

And the truth of the matter is there is no business, there is no organization of any kind, from a family to a multi-billion dollar business to a church or a synagogue that isn't about people. And we don't recognize that. It's not about what you're selling, right? It's about who you're selling it to and why.

So that phrase is still alive and well at Starbucks today.

So that phrase is still alive and well at Starbucks today.

Yeah, we weren't perfect, let me tell you. We made lots of mistakes and didn't always live up to that, but we always came back to it. And sometimes you forget. Sometimes you get inside your own head instead of the other person's and you stop listening and stop paying attention and it gets you in trouble.

Yeah, we weren't perfect, let me tell you. We made lots of mistakes and didn't always live up to that, but we always came back to it. And sometimes you forget. Sometimes you get inside your own head instead of the other person's and you stop listening and stop paying attention and it gets you in trouble.