Ihave come to believe that people must not stand by in the face of human distress and broken systems. And if these two predicaments are intertwined —… - Howard Schultz

A founder's perspective is unique.

Entrepreneurs are builders, and the lens through which I view Starbucks and the marketplace is somewhat different from what it would be if I were a professionally schooled manager.

There is a word that comes to my mind when I think about our company and our people. That word is 'love.' I love Starbucks because everything we've tried to do is steeped in humanity.

Respect and dignity.
Passion and laughter.
Compassion, community, and responsibility.
Authenticity.

These are Starbucks' touchstones, the source of our pride.

Valuing personal connections at a time when so many people sit alone in front of screens; aspiring to build human relationships in an age when so many issues polarize so many; and acting ethically, even if it costs more, when corners are routinely cut — these are honorable pursuits, at the core of what we set out to be.

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.