Я рано понял, что должен брать на работу людей более умных и квалифицированных, чем я сам, в целом ряде областей, и отдать в их руки известную часть … - Howard Schultz

I don’t say that all people have equal talent,” Kennedy told his crowd of supporters. “But what I do say is that everyone should have their chance to develop their talent equally.

When I thought about our thicket of challenges both known and unknown, the word that came to mind was familiar and apt: “Onward.” More than just a rallying cry or an attitude, “onward” seemed to connote the dual nature of how Starbucks had to do battle and do business in these increasingly complex, uncertain times.
“Onward” implied optimism with eyes wide open, a never-ending journey that honored the past while reinventing the future.
“Onward” meant fighting with not just heart and hope, but also intelligence and operational rigor, constantly striving to balance benevolence with accountability.
“Onward” was about forging ahead with steadfast belief in ourselves while putting customers’ needs first and respecting the power of competition.
Yes, everyone at Starbucks could indulge his or her passion — be it for coffee, the environment, marketing, or design — but only if we did not lose sight of the need for profits.
“Onward” was about getting dirty but coming out clean; balancing our responsibility to shareholders with social conscience; juggling research and finances with instinct and humanity.
And “onward” described the fragile act of balancing by which Starbucks would survive our crucible and thrive beyond it. With heads held high but feet firmly planted in reality. This was how we would win.
I knew this to be true.

If you're really honest with yourself, as I have tried to be with myself, along the way in building the company, there has been something we have lost. And it's no one's fault and there's no punishment or blame. Weare what we are — but the question is, What are we going to do about it and how are we going to fix it?