Onward (46 page)

Read Onward Online

Authors: Howard Schultz,Joanne Lesley Gordon

Tags: #Non-fiction

BOOK: Onward
13.22Mb size Format: txt, pdf, ePub

If done right—and it had to be done right—the leadership conference in New Orleans would raise our company's level of personal accountability, passion, and performance.

 
 

Top: Howard in New Orleans with guest Bono, lead singer of U2 and activist, announcing the partnership between (RED) and Starbucks.

 
Reimagining our future

In the early stages of Starbucks’ transformation, people from throughout the organization came together in large and small working groups to reconnect with our values and identify business priorities. From these sessions two key documents emerged: Starbucks’ new mission statement, which articulated our guiding principals, and the Transformation Agenda, which identified our goals.

 

What does it mean to reinvent an icon?

 
 

Starbucks partners sign an enlarged copy of Starbucks’ new mission statement, which begins, “To inspire and nurture the human spirit.”

 
Innovation

Upon returning as Starbucks’ ceo, I wanted to reawaken our entrepreneurial spirit and remind our partners of the excitement that comes from assaulting the status quo and trusting yourself and your coworkers, and above all from creating truly great products. The results—unexpected beverages, new store designs, engaging digital experiences—are reigniting the emotional connection we share with our customers.

Other books

Suds In Your Eye by Mary Lasswell
Blue Moon Rising (Darkwood) by Green, Simon R.
Ready for Dessert by David Lebovitz
The Right Bride? by Sara Craven
Florence and Giles by John Harding
The Sonnets and Other Poems by William Shakespeare
The Virtuous Woman by Gilbert Morris
J'adore Paris by Isabelle Lafleche