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We need to reinvent food at Starbucks. Less could be more.

- Howard Schultz
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Author:
Howard Schultz
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Food
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Starbucks
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This may sound a bit naive, but I got here by believing in big dreams.

My mother taught me something at a young age - she said 'you are the company you keep'. To define yourself by some label or some level of resources - that's pretty shallow.

If you look at coffee, tea, food and juice, we think there are inherent opportunities. If you look at health bars or grab-and-go products that are in our stores, we think we can significantly enhance them and make them more widely available.

Managing a business, small or large, today requires an extremely disciplined, thoughtful approach with regard to the pressure that people are under.

Don't buy preground coffee.

People have come to me over the years and said to me: 'I admire the culture of Starbucks. Can you come give a speech and help us turn our culture around?' I wish it were that easy. Turning a culture around is very difficult to do because it's based on a series of many, many decisions, and the organization is framed by those decisions.

My kids probably started drinking coffee in their late teens.

Turning a culture around is very difficult to do because it's based on a series of many, many decisions, and the organization is framed by those decisions.

Anybody can leverage celebrity for profit.

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We need to reinvent food at Starbucks. Less could be more.

We need to reinvent food at Starbucks. Less could be more.

We need to reinvent food at Starbucks. Less could be more.

We need to reinvent food at Starbucks. Less could be more.

We need to reinvent food at Starbucks. Less could be more.

We need to reinvent food at Starbucks. Less could be more.

We need to reinvent food at Starbucks. Less could be more.

We need to reinvent food at Starbucks. Less could be more.

We need to reinvent food at Starbucks. Less could be more.

We need to reinvent food at Starbucks. Less could be more.

We need to reinvent food at Starbucks. Less could be more.

We need to reinvent food at Starbucks. Less could be more.

We need to reinvent food at Starbucks. Less could be more.

We need to reinvent food at Starbucks. Less could be more.

We need to reinvent food at Starbucks. Less could be more.