If It Captures Your Imagination, It Will

In Anything We Do, Any Endeavor, It's Not What You Do; It's Why You Do It

To Stay Vigorous, A Company Needs To Provide A Stimulating And Challenging Environment For All These Types: The Dreamer, The Entrepreneur, The Professional Manager, And The Leader. If It Doesn't, It Risks Becoming Yet Another Mediocre Corporation.

More Than Anything Else, Technology Will Pave The Way For Innovative Change At Starbucks. The Bulk Of Starbucks' Innovation Over The Next Several Years Will Be Technology-focused.

While We Are A Coffee Company At Heart, Starbucks Provides Much More Than The Best Cup Of Coffee—we Offer A Community Gathering Place Where People Come Together To Connect And Discover New Things.

When I Returned As Ceo In 2008, Starbucks Had Forgotten That Meaningful Innovations Balance An Organization's Heritage With Modern-day Relevance And Market Differentiation, So We Had To Reorient. In One Brainstorming Session, We Visited And Observed Great Retailers, Then Asked Ourselves, 'if Starbucks Did Not Exist, What Type Of Coffee Experience Would We Create?