I think my whole life, because of where I came from, I had a fear of failure.

— Howard Schultz

I think the currency of leadership is transparency. You've got to be truthful. I don't think you should be vulnerable every day, but there are moments where you've got to share your soul and conscience with people and show them who you are, and not be afraid of it.

— Howard Schultz

I think the most important thing that I think everyone in America must have is belief that wherever they live, whatever station they have in life, that the American dream is alive and well. I think the fracturing of trust and confidence is in the American dream.

— Howard Schultz

I think there is probably no better person to aspire to emulate than Steve Jobs and what he has done at Apple in terms of his leadership, his innovation, not settling for mediocrity.

— Howard Schultz

I tried to build a company my father would have been proud to work for, that he would have looked back on and said, 'That's the company that honored me, even though I don't have an education'. I wanted to build a company that had a conscience.

— Howard Schultz

I was born on the other side of the tracks, in public housing in Brooklyn, New York. My dad never made more than $20,000 a year, and I grew up in a family that lost health insurance. So I was scarred at a young age with understanding what it was like to watch my parents lose access to the American dream.

— Howard Schultz

I was taken by the power that savoring a simple cup of coffee can have to connect people and create community.

— Howard Schultz

Many companies today are reducing hours of full-time people to get under the minimum so they don't have to pay health care costs. I just shake my head because that's not going to build long-term value and trust with your people.

— Howard Schultz

Mass advertising can help build brands, but authenticity is what makes them last. If people believe they share values with a company, they will stay loyal to the brand.

— Howard Schultz

My son is trying to be a sports writer, and my daughter is a college student. She wants to be a comedy writer, and she's at film school. I discouraged both of them early on from getting involved in Starbucks. I didn't think it would be fair; plus, they didn't have any interest anyway.

— Howard Schultz