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 … - Howard Schultz

Труднее всего было поддерживать высокий моральный дух. Нельзя идти к предполагаемому инвестору и не выказывать в полной мере всю страсть и энтузиазм по поводу предлагаемой идеи. Нельзя показывать, что вы угнетены, когда встречаетесь с владельцем недвижимости, чтобы договориться об аренде. Но если на этой неделе у вас уже состоялось три или четыре бесплодные встречи, как подстегнуть себя? Приходится быть хамелеоном. Вот вы выступаете перед кем-то. Вы подавлены, но просто обязаны говорить так же уверенно, как будто это ваша первая встреча.

It was during this time that Starbucks began to better understand its customers, and what they wanted was convenience in all its forms. They didn't want to wait in line for their lattes, but they also did not want to walk a few more blocks or drive an extra mile to get it. Our way to reduce wait times was to open more stores, so we grew aggressively in urban markets, too. It was not easy and required hard work, but our growth felt manageable in large part because we had developed easily adaptable store designs. We also had adept real estate experts who took time to find just the right store locations, as well as skilled regional, district, and store managers who oversaw quality.

One of the fundamental aspects of leadership, I realized more and more, is the ability to instill confidence in others when you yourself are feeling insecure