Advice to Entrepreneurs: Starbucks’s Howard Schultz on How Customers Want Business to Win

For many entrepreneurs, the process of beginning a company begins with the “light bulb moment” when they envision a breakthrough idea for a new product or service. Here is advice from Howard Schultz on how customers want business to win. Howard Schultz is the chairman and CEO of Starbucks, the global coffee company and coffeehouse chain.

Howard Schultz, chairman and CEO of Starbucks What I learned, first off, is that our customers really wanted us to win. They had such respect for the company. There is a large reservoir of trust around the values of the company. Our customers know we provide healthcare for our people.

I also learned that despite the growth and ubiquity of the company, it was critical for us to be locally relevant.

'World Changers: 25 Entrepreneurs Who Changed Business as We Knew It' by John A. Byrne (ISBN 1591844509) Source: “World Changers: 25 Entrepreneurs Who Changed Business as We Knew It” by John A. Byrne. John Byrne, a former editor at BusinessWeek and Fast Company magazines, co-authored Jack: Straight from the Gut with Jack Welch, former General Electric Chairman and CEO. In “World Changers,” John Byrne presents potent advice on entrepreneurism and fascinating insights into what it takes to succeed as entrepreneurs from successful business luminaries such as Apple’s Steve Jobs to HARPO’s Oprah, from India’s Ratan Tata to Brazil’s Eike Batista. John Byrne deduces that the three essential characteristics that help entrepreneurs succeed are the ability to see opportunities where everyone else sees problems, problem with authority and status-quo, and an astounding ability to live with risk and the prospect of failure.

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