The Companies That Are Lasting Are Those

What I Would Say To Young Entrepreneurs Is There's So Many Moments In Your Life Where You Have These Dreams, And People Are Trying To Protect You, And They Say, Perhaps, Friends, Family, Parents Sometimes, They Don't Agree With It, They Think, 'this Is Just Too High Of A Hurdle.' And I Don't Agree With That.

The Growth Of The Company And The License That Starbucks Has Is To Participate In Other Food And Beverage Opportunities. We Have A Global Business... And In Many Parts Of The World, Tea Is Much, Much Bigger Than Coffee, And We're Going To Bring Tea And Bring Our Capability And Our Understanding Of What We've Done For Coffee To Tea.

The Rules Of Engagement Around Building A Brand Have Changed Significantly Over The Past 10 To 15 Years. Where Companies At One Time Could Spread Their Message Through Traditional Marketing, Consumers Now Seek An Enduring Emotional Connection With The Companies They Patronize. The Foundation Of That Connection Is The Most Important Characteristic Of Building A World-class Brand: Trust. Trust With Your People And Trust With Your Customers.

Always Challenge The Old Ways.

Authentic Brands Don't Emerge From Marketing Cubicles Or Advertising Agencies. They Emanate From Everything The Company Does.