Diving into the story, lessons, and greatness of  Howard Shultz and how he built Starbucks into an empire from his book: Pour Your Heart Into It

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0:20- Lead with your heart

We have to lead with our hearts. In business, as in life, we each should have an internal compass that guides our decisions, an instinctive understanding of what matters most in this world. For me, it’s not profits, or sales, or number of stores, but the passion, commitment, and enthusiasm of a dedicated group of people. It’s not about money, it’s about pursuing a dream others think you can’t achieve and finding a way to give something back, to the employees, to the customers, to the community

1:45 - The Power of a Poor Childhood

From my personal experience, I’d say that the more uninspiring your origins, the more likely you are to use your imagination and invent worlds where everything seems possible.

3:00 - The Greatness Mindset
 
I wanted to be in charge of my own destiny. It may be a weakness in me: I’m always wondering what’ll do next. Enough is never enough.

6:45 - Early Starbuck Lessons

Every company must stand for something. Starbucks stood not only for good coffee, but specifically for the dark-roasted flavor profile that the founders were passionate about. That’s what differentiated it and made it authentic....You don’t just give the customers what they ask for. If you offer them something they’re not accustomed to, something so far superior that it takes a while to develop their plates, you can create a sense of discovery and excitement and loyalty that will bond them to you.

15:50 - The Risk

This is my moment. If I don’t seize the opportunity, if I don't step out of my comfort zone and risk it all, if I let too much time tick on, my moment will pass. I knew that if I didn’t take advantage of this opportunity, I would replay it in my mind for my whole life, wondering: What if?  Why didn’t I? 

19:40 - The Entrepreneur Feeling

There’s a fine line between self doubt and self-confidence, and it’s even possible to feel both emotions simultaneously. Back then, and often enough today, I could be overwhelmed with insecurities, and at the same time have an abundance of self assurance and faith.

24:50- Starbucks Competitive Advantage

Our competitive strategy was to win customers by offering the best coffee and customer service and an inviting atmosphere….We built the Starbucks brand first with our people, not with consumers–the opposite approach from that of the crackers-and-cereal companies. Because we believed the best way to meet and exceed expectations of customers was to hire and train great people.

One Final Note

I figure I’ve had to reinvent myself at least three times. I started off as a dreamer. That was the thirty two year old who knocked on every investor’s door in Seattle looking for money to realize his business plan. Then I moved to entrepreneur, first founding Il Giornale and then taking over Starbucks and re-creating it as a fast growth company. Then I had to become a professional manager, as the company grew larger and I needed to delegate more and more decisions. 

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Check out my new book Chasing Greatness: Timeless Stories on the Pursuit of Excellence