Howard Schultz

Please.

Please.

Please. When Il Drenale was getting ready to open, the standard cup in the world was that terrible styrofoam cup that is used in diners in New York City. Remember that cup?

Please. When Il Drenale was getting ready to open, the standard cup in the world was that terrible styrofoam cup that is used in diners in New York City. Remember that cup?

I put boiling water into that cup. Five minutes later, the cup is starting to turn like a golden color because of the chemical. That can't be good for your insides. Or the taste of the cup. And so we had to find, we had to change the cup. This was such a smart move in retrospect, but we were just trying to figure out. Now, no one in America that is in the paper business

I put boiling water into that cup. Five minutes later, the cup is starting to turn like a golden color because of the chemical. That can't be good for your insides. Or the taste of the cup. And so we had to find, we had to change the cup. This was such a smart move in retrospect, but we were just trying to figure out. Now, no one in America that is in the paper business

had any kind of cup or lid that was compatible with what I was trying to do. In fact, they didn't understand it. Why not just use the cup that exists? I said, no, because it doesn't taste good and it doesn't feel right.

had any kind of cup or lid that was compatible with what I was trying to do. In fact, they didn't understand it. Why not just use the cup that exists? I said, no, because it doesn't taste good and it doesn't feel right.

Right, why go to the trouble of, you know, this perfected roast of these beautifully sourced Arabica beans from all these farmers if you're going to pour it into styrofoam? Yeah.

Right, why go to the trouble of, you know, this perfected roast of these beautifully sourced Arabica beans from all these farmers if you're going to pour it into styrofoam? Yeah.

I think they just dismissed me. So- We went to Chicago to the International Paper Company and they had a cup, but the cup didn't have a lid, a compatible lid. And so we found, they found a lid, that beautiful sip lid, which is now ubiquitous in the world. Howard Schultz should have said to them, I want an exclusive on that lid. Because that lid became the standard for the world.

I think they just dismissed me. So- We went to Chicago to the International Paper Company and they had a cup, but the cup didn't have a lid, a compatible lid. And so we found, they found a lid, that beautiful sip lid, which is now ubiquitous in the world. Howard Schultz should have said to them, I want an exclusive on that lid. Because that lid became the standard for the world.

If I would have just understood that. The other thing I didn't do is we introduced Cafe Latte to America. We didn't trademark it. We trademarked Frappuccino later on, but we didn't trademark Cafe Latte. I wasn't thinking. You got enough right. You don't need to get them all right.

If I would have just understood that. The other thing I didn't do is we introduced Cafe Latte to America. We didn't trademark it. We trademarked Frappuccino later on, but we didn't trademark Cafe Latte. I wasn't thinking. You got enough right. You don't need to get them all right.

Oh, that was- The Hidden Trinta.

Oh, that was- The Hidden Trinta.

There was a brilliant, brilliant guy who was the architect of the name Starbucks named Terry Heckler in Seattle. And he's a fantastic design guy. And we're just sitting one day and I'm just talking about the importance of language. We got to get the language right. And we got the cup, got to get the language right.

There was a brilliant, brilliant guy who was the architect of the name Starbucks named Terry Heckler in Seattle. And he's a fantastic design guy. And we're just sitting one day and I'm just talking about the importance of language. We got to get the language right. And we got the cup, got to get the language right.

And we just started talking about changing it from the pedestrian words of small, medium, large, to what it became, which was short, tall, and grande. People made fun of it, but they loved it. Was Venti not an original? Venti, we didn't have that size when we started. That was later on. Wow. Who would have thought somebody wanted to... This is America.

And we just started talking about changing it from the pedestrian words of small, medium, large, to what it became, which was short, tall, and grande. People made fun of it, but they loved it. Was Venti not an original? Venti, we didn't have that size when we started. That was later on. Wow. Who would have thought somebody wanted to... This is America.