The Principles Howard Schultz Used to Restore the Starbucks Brand

The Principles Howard Schultz Used to Restore the Starbucks Brand

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Starbucks is synonymous with good, quality coffee and the company needs no introduction.

In January 2008, Schultz resumed his roles as President and CEO after an eight-year hiatus, replacing Jim Donald, who took the posts in 2005 but was asked to step down after sales slowed in 2007.

On January 8, 2008, the second day Howard Schultz was the newly-reinstated CEO of Starbucks Corp., its stock jumped 8 percent. Today Starbucks is on the Forbes 100 list of the worlds most valuable brands.

“Dream more than others think practical. Expect more than others think possible. Care more than others think wise.” ― Howard Schultz

Schultz aims to restore what he calls the “distinctive Starbucks experience” in the face of rapid expansion.

These are some of the most important quotes, ideas, principles and everything Howard and his team did to restore the Starbucks brand. Most these principles are quotes from Howard Schultz’s book: Onward: How Starbucks Fought for Its Life without Losing Its Soul

1. “For more than three decades, coffee has captured my imagination because it is a beverage about individuals as well as community. A Rwandan farmer. Eighty roast masters at six Starbucks plants on two continents. Thousands of baristas in 54 countries. Like a symphony, coffee’s power rests in the hands of a few individuals who orchestrate its appeal.

So much can go wrong during the journey from soil to cup that when everything goes right, it is nothing short of brilliant! After all, coffee doesn’t lie. It can’t. Every sip is proof of the artistry — technical as well as human — that went into its creation.”

2.Grow with discipline. Balance intuition with rigor. Innovate around the core. Don’t embrace the status quo. Find new ways to see. Never expect a silver bullet. Get your hands dirty. Listen with empathy and overcommunicate with transparency. Tell your story, refusing to let others define you. Use authentic experiences to inspire. Stick to your values, they are your foundation.”

3.Hold people accountable, but give them the tools to succeed. Make the tough choices; it’s how you execute that counts. Be decisive in times of crisis. Be nimble. Find truth in trials and lessons in mistakes. Be responsible for what you see, hear, and do. Believe.”

4. “There are moments in our lives when we summon the courage to make choices that go against reason, against common sense and the wise counsel of people we trust. But we lean forward nonetheless because, despite all risks and rational argument, we believe that the path we are choosing is the right and best thing to do. We refuse to be bystanders, even if we do not know exactly where our actions will lead.

This is the kind of passionate conviction that sparks romances, wins battles, and drives people to pursue dreams others wouldn’t dare. Belief in ourselves and in what is right catapults us over hurdles, and our lives unfold.

5. “Work should be personal. For all of us. Not just for the artist and entrepreneur. Work should have meaning for the accountant, the construction worker, the technologist, the manager and the clerk.”

6. “Protect and preserve your core customers,” he [Jim Sinegal, cofounder and CEO of Costco] told our marketing team when I invited him to speak to us. “The cost of losing your core customers and trying to get them back during a down economy will be much greater than the cost of investing in them and trying to keep them.”

7. “Whenever I see someone carrying a cup of coffee from a Starbucks competitor, whether it’s an independent coffee shop or a fast-food chain, I take their decision not to come to Starbucks personally. I wonder what I, as Starbucks’ chairman and ceo, might have done to keep them away and what I might do to encourage them to come back or to try us for the first time.”

8. “So when some refer to Starbucks’ coffee as an affordable luxury, I think to myself, Maybe so. But more accurate, I like to think, is that the starbucks experience – personal connection- is an affordable necessity. We are all hungry for community.”

9. “My passion. My commitment. This is the most important thing in my life other than my family.”

10. “Our strategy was to do more of what had worked in the past. But we were not pushing ourselves to do things better or differently. We were not innovating in lasting ways. We were venturing into unrelated businesses like entertainment. And we were pushing products that deviated too far from the core coffee experience.”