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" "Starbucks is in every state. Whether people like the company or not, we are an undeniable presence in communities, on the ground across America. I always tried to spend as much time as I could on that ground and in our stores, talking to partners and customers — and listening more than I spoke. Among the things I’ve learned is that the cliché is true: most people do share the same desires — to be valued, to be understood, to be loved, to have a chance to go after our dreams, however humble or audacious those dreams may be. Beyond that, I’ve come to believe that the majority of people have potential that is easy to overlook, but that when tapped is boundless. Most people I have met in America want to be in control of their own fate. They just need a chance.
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There are moments in our lives when we summon the courage to make choices that go against reason, against common sense and the wise counsel of people we trust. But we lean forward nonetheless because, despite all risks and rational argument, we believe that the path we are choosing is right and best thing to do. We refuse to be bystanders, even if we do not know exactly where our actions will lead.
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"Protect and preserve your core customers," he [Jim Sinegal, cofounder and CEO of Costco] told our marketing team when I invited him to speak to us. "The cost of losing your core customers and trying to get them back during a down economy will be much greater than the cost of investing in them and trying to keep them."