When I first discovered in the early 1980s the Italian espresso bars in my trip to Italy, the vision was to re-create that for America - a third place that had not existed before. Starbucks re-created that in America in our own image; a place to go other than home or work. We also created an industry that did not exist: specialty coffee.
Interpretation
The quote reflects the vision of creating a unique social space in America inspired by Italian espresso bars, leading to the establishment of Starbucks and a new coffee culture.
Howard Schultz's quote illustrates his journey of envisioning Starbucks as a third place for people to gather outside of their homes or workplaces. His experience in Italy inspired him to replicate the vibrant coffee culture in America, resulting in the creation of not only a beloved coffee chain but also an entire specialty coffee industry that transformed how Americans enjoy coffee and socialize.
In practice
This quote can be used in a keynote speech about entrepreneurship and creating unique business opportunities.
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.
The future of America is not an entitlement. We have been given a treasure chest of gifts and opportunities, but some people are being left behind, and success is not sustainable unless it is shared.
Starbucks is not an advertiser; people think we are a great marketing company, but in fact we spend very little money on marketing and more money on training our people than advertising.
While their service is ending, our responsibility is just beginning!
In life, you can blame a lot of people and you can wallow in self-pity or you can pick yourself up and say listen, I have to be responsible for myself.
Starbucks represents something beyond a cup of coffee.
When you want success as badly as you want the air, then you will get it. There is no other secret of success.
Records are the only thing that remain of an athlete, the only thing that people will remember. If I want to ensure that people don't forget me, I can only stop once I've set the bar as high as possible for anyone coming after me.
You don't know what it is to be heavyweight champ of the world until you become the heavyweight champ of the world.
Opportunity ... It has a sly habit of slipping in by the back door, and often it comes disguised in the form of misfortune, or temporary defeat. Perhaps this is why so many fail to recognize opportunity.
For every talent that poverty has stimulated it has blighted a hundred.
Success is the result of a delicate balance between making things happen and letting things happen.
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