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Grounds for Success: How Schultz Reached the Top
“I can’t give you any secret recipe for success, any foolproof plan for making it in the world of business,” says Schultz. “But my own experience suggests that it is possible to start from nothing and achieve even beyond your dreams.”
Schultz has gone from living in one of the poorest neighbourhoods in New York to being founder and chairman of a company that makes over $6 billion in sales each year. How did he do it?
He Trained for Success: Much as he trained like an athlete when he was a child, Schultz used the same attitude of endurance and perseverance to overcome the obstacles that arose throughout his career. He stayed strong, he stayed balanced and he stayed focused on the tasks at hand.
He Had Vision: With Il Giornale, Schultz had launched a successful café in Seattle. His dream of an Italian café experience in the U.S. had been realized. So why didn’t Schultz stop at that? Because he had bigger dreams for himself and his company. He knew he could be more; he knew he could achieve greater things. With a goal of “creating and building an enduring global brand,” Schultz continues to go to work each day and make it happen.
He Built a Brand: “Starbucks is rekindling America’s love affair with coffee, bringing romance and fresh flavor back to the brew,” says Schultz. But, Starbucks is doing much more than that. By focusing on the total experience of the Starbucks customer, Schultz has created a powerful brand that stretches beyond the simple cup of coffee. “We believe that Starbucks can ultimately change the rules of the game,” says Schultz. Indeed, that is the power of a strong brand.
He Fostered a Sense of Teamwork: “Giving back to the community has always been a huge focus for Starbucks and each year we strive to create new ways to become more involved in the neighborhoods where we do business,” says Schultz. From the communities around his stores to the employees within them, Schultz has made people his priority. By giving his workers a stake in the company and the respect his father never got, Schultz has generated impressive loyalty and enthusiasm for good service.
He Partnered Up: Schultz was never one to get ahead of himself. Despite having visions of grandeur, he knew he wouldn’t be able to do it alone. Schultz took it upon himself to keep fostering those visions, but brought in others to help him implement the nuts and bolts of the operation. It was only with the help of those around him that Schultz was able to take his company to the top.
Schultz believes that his success can serve as a model for other entrepreneurs looking to achieve their own dreams. “It's a great example for other young people about execution and doing things the right way,” he says. “You don't have to have a cure for cancer, this is just a basic business.”
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