Sublime

Schultz formed a strategic hypothesis—the Italian espresso experience could be re-created in America and the public would embrace it.

For us, that means doing our best to treat everyone with respect and dignity, from coffee farmers and baristas to customers and neighbors. I understand that striving to achieve profitability without sacrificing humanity sounds lofty. But I have always refused to abandon that purpose—even when Starbucks and I lost our way.

“To inspire and nurture the human spirit – one person one cup and one neighborhood at a time.” Schultz vowed to “transform the Starbucks experience” with main goals that included improving the current state of the US business, reigniting the brand’s emotional attachment with customers, and planning for the future while expanding its presence around

Schultz told the pair that Amazon had a big problem and that Starbucks could solve it. “You have no physical presence,” the lanky Starbucks founder said as he brewed coffee for his guests. “That is going to hold you back.” Bezos disagreed. He looked right at Schultz and told him, “We are going to take this thing to the moon.”