Pour Your Heart into It PDF Book by Howard Schultz


Click here to Download Pour Your Heart into It PDF Book by Howard Schultz Language English having PDF Size 1.7 MB and No of Pages 296.

My father, Fred Schultz, was stuck at home with his foot up for more than a month. I’d never seen a cast before, so it fascinated me at first. But the novelty quickly wore off. Like so many others of his station in life, when Dad didn’t work, he didn’t get paid. His latest job had been as a truck driver, picking up and delivering diapers. For months, he had complained bitterly about the odor and the mess, saying it was the worst job in the world.

Pour Your Heart into It PDF Book by Howard Schultz

Name of Book Pour Your Heart into It
PDF Size 1.7 MB
No of Pages 296
Language English
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But now that he had lost it, he seemed to want it back. My mom was seven months pregnant, so she couldn’t work. Our family had no income, no health insurance, no worker’s compensation, nothing to fall back on. At the dinner table, my sister and I ate silently as my parents argued about how much money they would have to borrow, and from whom. Sometimes, in the evening, the phone would ring, and my mother would insist I answer it.

If it was a bill collector, she instructed me to say my parents weren’t at home. My brother, Michael, was born in March; they had to borrow again to pay the hospital expenses. Years later, that image of my father—slumped on the family couch, his leg in a cast, unable to work or earn money, and ground down by the world—is still burned into my mind. Looking back now, I have a lot of respect for my dad.

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He never finished high school, but he was an honest man who worked hard. He sometimes had to take on two or three jobs just to put food on the table. He cared a lot about his three kids, and played ball with us on weekends. He loved the Yankees. But he was a beaten man. In a series of blue-collar jobs—truck driver, factory worker, cab driver—he never made as much as $20,000 a year, never could afford to own his own home.

I spent my childhood in the Projects, federally subsidized housing, in Canarsie, Brooklyn. By the time I was a teenager, I realized what a stigma that carried. As I got older, I often clashed with my dad. I became bitter about his underachievement, his lack of responsibility. I thought he could have accomplished so much more, if he had only tried. After he died, I realized I had judged him unfairly.

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He had tried to fit into the system, but the system had crushed him. With low self-esteem, he had never been able to climb out of the hole and improve his life. The day he died, of lung cancer, in January 1988, was the saddest of my life. He had no savings, no pension. More important, he had never attained fulfillment and dignity from work he found meaningful. As a kid, I never had any idea that I would one day head a company.

But I knew in my heart that if I was ever in a position where I could make a difference, I wouldn’t leave people behind. My parents could not understand what it was that attracted me to Starbucks. I left a well-paying, prestigious job in 1982 to join what was then a small Seattle retailer with five stores. For my part, I saw Starbucks not for what it was, but for what it could be. It had immediately captivated me with its combination of passion and authenticity.

If it could expand nationwide, romancing the Italian artistry of espresso-making as well as offering fresh-roasted coffee beans, I gradually realized, it could reinvent an age-old commodity and appeal to millions of people as strongly as it appealed to me. I became CEO of Starbucks in 1987 because I went out, as an entrepreneur, and convinced investors to believe in my vision for the company. Pour Your Heart into It PDF Book

Over the next ten years, with a team of smart and experienced managers, we built Starbucks from a local business with 6 stores and less than 100 employees into a national one with more than 1,300 stores and 25,000 employees. Today we are in cities all over North America, as well as in Tokyo and Singapore. Starbucks has become a brand that’s recognized nationally, a prominence than gives us license to experiment with innovative new products.

Both sales and profits have grown by more than 50 percent a year for six consecutive years. But the story of Starbucks is not just a record of growth and success. It’s also about how a company can be built in a different way. It’s about a company completely unlike the ones my father worked for. It’s living proof that a company can lead with its heart and nurture its soul and still make money.

It shows that a company can provide long-term value for shareholders without sacrificing its core belief in treating its employees with respect and dignity, both because we have a team of leaders who believe it’s right and because it’s the best way to do business. I never planned to write a book, at least not this early in my career. I firmly believe that the greatest part of Starbucks’ achievement lies in the future, not the past. Pour Your Heart into It PDF Book

If Starbucks is a twenty-chapter book, we’re only in Chapter Three. But for several reasons, I decided that now was a good time to tell the Starbucks story. First, I want to inspire people to pursue their dreams. I come from common roots, with no silver spoon, no pedigree, no early mentors. I dared to dream big dreams, and then I willed them to happen. I’m convinced that most people can achieve their dreams and beyond if they have the determination to keep trying.

Second, and more profoundly, I hope to inspire leaders of enterprises to aim high. Success is empty if you arrive at the finish line alone. The best reward is to get there surrounded by winners. The more winners you can bring with you— whether they’re employees, customers, shareholders, or readers—the more gratifying the victory. I’m not writing this book to make money.

All my earnings from it will go to the newly formed Starbucks Foundation, which will allocate the proceeds to philanthropic work on behalf of Starbucks and its partners. This is the story of Starbucks, but it is not a conventional business book. Its purpose is not to share my life’s story, or to offer advice on how to fix broken companies, or to document a corporate history. Pour Your Heart into It PDF Book

It contains no executive summaries, no bulleted lists of action points, no theoretical framework for analyzing why some enterprises succeed and others fail. Instead, it’s the story of a team of people who built a successful enterprise based on values and guiding principles seldom encountered in corporate America. It tells how, along the way, we learned some important lessons about business and about life.

These insights, I hope, will help others who are building a business or pursuing a life’s dream. My ultimate aim in writing Pour Your Heart into It is to reassure people to have the courage to persevere, to keep following their hearts even when others scoff. Don’t be beaten down by naysayers. Don’t let the odds scare you from even trying. What were the odds against me, a kid from the Projects?

A company can grow big without losing the passion and personality that built it, but only if it’s driven not by profits but by values and by people. The key is heart. I pour my heart into every cup of coffee, and so do my partners at Starbucks. When customers sense that, they respond in kind. If you pour your heart into your work, or into any worthy enterprise, you can achieve dreams others may think impossible. Pour Your Heart into It PDF Book Download

That’s what makes life rewarding. There’s a Jewish tradition called the yahrzeit. On the eve of the anniversary of a loved one’s death, close relatives light a candle and keep it burning for twentyfour hours. I light that candle every year, for my father. I just don’t want that light to go out. If you’re building an organization, you realize quickly that you can’t do it alone.

You’ll build a much stronger company if you can find a colleague you trust absolutely, someone who brings different strengths to the mix but who still shares your values. Dave gets exhilarated at the top of Mt. Kilimanjaro. I get energized by the excitement at a basketball game. He can rhapsodize over a flavorful coffee from Sulawesi; I can fire up a roomful of people because of my heartfelt commitment to the future of the company.

Dave Olsen and I came from different worlds. He grew up in a quiet Montana town, and in his Levis, T-shirts, and Birkenstocks, was already running a little café while I was making sales calls in midtown Manhattan skyscrapers for Xerox. Dave’s love affair with coffee started in 1970, during a visit to a friend in Berkeley. While on a walk he came upon Peet’s, then an offbeat coffee store on Vine Street. Pour Your Heart into It PDF Book Download

He bought a little stovetop espresso maker and half a pound of dark Italian roast from the Dutchman himself and started fiddling. The espresso he brewed that day captivated him so much that he began regularly experimenting with the taste to get it just right. The Army moved him to Seattle, where he worked as a carpenter. One day in 1974 he quit his job, loaded up his bicycle, and pedaled to San Francisco, nearly a thousand miles.

There, he discovered the cafés of North Beach, Italian restaurants with atmospheres that were operatic, bohemian, noisy, eclectic, and stimulating. They treated espresso-making as one of many fine Italian arts. Dave began parking his bike against the windows of a number of restaurants and talking to their owners about food and wine and coffee. Lots of people dream about opening a coffee house.

Few actually do. But that’s precisely what Dave Olsen did when he got back to Seattle in the fall of 1974. He rented a space in Seattle’s University District, in the garage of a former mortuary, on an alley just opposite the busiest entrance to campus. Café Allegro became a shrine to espresso, with a shiny espresso machine front and center. Few Americans knew the term caffè latte in those days. Pour Your Heart into It PDF Book Free

He made a similar drink and called it café au lait. Dave searched Seattle for the best coffee beans and quickly found Starbucks, then selling only coffee by the pound. He got to know the founders and the roasters, and tasted coffee with them. He worked with them to co-develop a custom espresso roast that suited his palate, just a shade darker than most of Starbucks’ other coffees, but a shade lighter than the darkest coffees they offered.

That espresso roast, developed for Café Allegro, is still sold in Starbucks stores today, and it’s used in every espresso drink we serve. That’s how closely integrated Dave Olsen is to the legacy of Starbucks. As different as our backgrounds were, when Dave and I started Il Giornale in 1985, we had one undeniable connection: our passion for coffee and for what we wanted to accomplish in serving it.

We took on different roles, but no matter whom we talked to or what situation we were involved in, we broadcast exactly the same message, each in a way that reflected our individual styles. There were two voices, but one point of view. The linkage, the alignment, and the common purpose that Dave and I have had is as rare in business as it is in life. Pour Your Heart into It PDF Book Free

When I first met him, Dave owned only one sports coat, and that was because his wife worked for an airline that required a coat and tie for employees’ relatives flying on free airline passes. Today, he is as amazed as anyone that he is an executive in a $1 billion company, though he retains the spirit of an artist or inventor. One day, Christine was negotiating with Solo, the huge paper cup supplier, trying to get a lower price.

As we were hardly a major client, they saw no reason to give us a break. “We’ll be your biggest customer someday,” Christine told them. I doubt they believed it, but I’m sure she did. We all had such faith in the enterprise that none of us ever questioned our ability to become a world-class company. We were, in many respects, like a family. I used to invite everyone to my house for pizza, and they watched as my son learned to crawl and walk.

On my thirty-third birthday, they ordered a cake and presented it to me as a surprise in the store. The customers gathered around and joined the baristas in singing “Happy Birthday,” embarrassing me, but filling me with gratitude that with all of our hard work, we were still able to create some fun for each other. We opened a second store just six months after the first, in another downtown high-rise, the Seattle Trust Tower at Second and Madison. Pour Your Heart into It PDF Book Free

For the third store, however, we went international, and picked a site in Vancouver, British Columbia, in the SeaBus Terminal, which opened in April 1987. That might have seemed an illogical choice for a venture with only two stores. But I figured that, given my desire to grow to 50 stores and given my investors’ doubts about my ability to expand outside Seattle, I needed to demonstrate quickly and decisively that my plan was feasible. I couldn’t afford to wait till the tenth store to make my move. I had to do it soon

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