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Starbucks’ Howard Schultz on the Importance of a Business Mission

Photo by Hans Vivek on Unsplash

I really like this quote below from Howard Schultz, executive chairman and former CEO of Starbucks, on the importance of a business mission, and how they used both a top-down and bottom-up process to ensure inclusiveness when developing their strategic framework. Note that what Schultz was seeking first and foremost was an expression of guiding values and beliefs to frame a shared purpose and behaviour that would resonate and give meaning to Starbucks’ people and their aspirations.

The excerpt is from his book Pour Your Heart Into It: How Starbucks Built a Company One Cup at a Time (Hyperion, 1999: 131). Read more