As a cup behind a cup, Starbax was built. Read the book "How a cup for a cup built Starbucks" Online fully - Dory Jeng - MyBook

Dori Jones Jeng, Howard Schulz

How a cup of starbucks built over a cup

Transfer I. Matveyeva

Project Manager I. Gusinskaya

Corrector E. Chudinova

Computer layout A. Abramov

Art Director S. Timonov

Artist Cover R. Fedorin

© Howard Schultz, Dori Jones Yang, 1997

© Edition in Russian, Translation, Design. LLC "Alpina Publisher", 2012

© Electronic publication. LLC "LITRES", 2013

How the cup behind the cup was built Starbucks / Howard Schulz, Dori Jones Jeng; Per. from English - M.: Alpina Publisher, 2012.

ISBN 978-5-9614-2691-5

All rights reserved. No part of the electronic copy of this book can be reproduced in any form and any means, including accommodation on the Internet and in corporate networks, for private and public use without the written permission of copyright holder.

Show more care than others seems reasonable.

Risk more than others seems safe.

Dream more than others consider practical.

Expect more than others are considered possible.

The cold January morning of 1961, my father at work broke his ankle.

At that time it was seven years old, and the battle of snowballs in the backyard of the school in full swing, when the mother leaned out of the window of our apartment on the seventh floor and mad to me. I ran home.

"The misfortune happened to his father," she said. - I'm going to the hospital.

My father, Fred Schulz, lay at home with a backward foot of more than a month. I have never seen gypsum before, so at first he was something for me something. But the charm of novelty quickly disappeared. As with many others to his fellow social Regulations, Father did not pay when he did not work.

Before the accident, he worked as a truck driver who was collecting and delivering a diaper. For a long month, he bitterly complained about their smell and dirt, claiming that this work was the worst in the world. But now, when he lost her, apparently, he wanted to return. My mother was in the seventh month of pregnancy, so I could not work. The family had neither income, no insurance, nor trade union compensation - it was not for what.

I and my sister silently ate at the dinner table, and the parents argued about who and how much money they would have to borrow. Sometimes the phone rang in the evenings, and the mother insisted that I removed the tube. If they called about debts, I had to say that there is no parents at home.

My brother Michael was born in March, they had to take again to pay for hospital expenses.

Although many years have passed since then, the image of the Father is a prick on the sofa, with a foot in a plaster, which is not able to work - do not flush in my memory. Now, looking back, I penetrate deeply respect for my father. He did not graduate from high school, but was an honest man and was not afraid of work. At times, he had to work on two or three works only for the evening to put on the table. He took care of his children well, and on the weekend he even played with us in baseball. He adored yankees.

But he was a broken life man. One "Synery History" work was replaced by another: a truck driver, a working factory, a taxi driver, but could not earn more than $ 20,000 per year and could never afford to buy his own home. My childhood passed in Projects, houses subsidized by the state, in Canary, Brooklyn. I realized a teenager, what a shame was it.

Becoming older, I often got into the clashes with my father. I was intolerant to his failures, to a lack of responsibility. It seemed to me that he could achieve much more, if I just tried.

After his death, I realized that he was unfair to him. He tried to become part of the system, but the system crossed it. Possessing low self-esteem, he was unable to get out of the pit and somehow improve his life.

The day when he died (from lung cancer), in January 1988, was the saddest day in my life. He had no savings or pensions. Moreover, being confident in the significance of labor, he never once felt satisfaction and pride from his work performed.

In childhood, I had no idea that someday I will become the head of the company. But in the depths of the soul, I knew that I would never leave a man "overboard" if it would depend on me.

Parents could not understand what exactly attracted me to Starbucks. In 1982, I threw a well-paid, prestigious work for the fact that then there was a small network of five coffee shops in Seattle. But I saw Starbucks not as it was, and what could be. She instantly captured me with a combination of passion and authenticity. Gradually, I realized that if it breaks down to the whole country, romantizing the Italian art of cooking espresso and offering freshly fried coffee beans, it will be able to change the idea of \u200b\u200ba product that people have been familiar with many centuries, and you will like the millions as much as she loved me.

I became the Director General of Starbucks in 1987, since he made an entrepreneur and convinced investors to believe in my vision of the company. Over the next ten years, collecting the team of smart and experienced managers, we turned Starbucks from a landing company with six coffee shops and less than 100 employees in a national business with 1,300 coffee shops and 25,000 employees. Today we can be found in the cities of all over North America, Tokyo and Singapore. Starbucks has become a recognizable and recognized brand everywhere, which allows us to experiment with innovative products. Profit and sales increased by more than 50% per year for six years in a row.

But Starbucks is not just a story of growth and success. This is the story that the company can be built differently. About the company, absolutely not similar to those in which my father worked. This is a living proof that the company can live at the field of heart and cherish his spirit - and more than making money. This shows that the company is capable of providing shareholders to shareholders for a long time, without sacrificing its core principle - refer to employees with respect and dignity, because we have a team of leaders who believe that it is correct and because it is the best way to keep doing business .

Starbucks hurts an emotional string in human souls. People make a hook to drink morning coffee in our cafe. We have become such a characteristic symbol of modern American life that a familiar logo with a picture of green sirens often flashes in a television show and artistic films. In the 1990s, we brought new words to the American lexicon, and new rituals are in society. In some areas, Starbucks cafes have become the "third place" - a cozy corner for assessing and communicating aside from home and work, as if the continuation of the porch leading to the front door.

How a cup of starbucks built over a cup

Howard Schulz

Dori Jones Yeng.

Howard Schulz Chairman of the Board of Directors and CEO Starbucks Coffee Company and Dori Jones Jeng

Stockholm School of Economics in St. Petersburg Stockholm School Of Economics In Saint Petersburg

Dream of dream

This book is the story of a passionate person. One of those who begin to love, not yet finding an object of desire, because for them the meaning of life is to be in love. A person who is neglected by what is considered to be a blessing - money, status, stability, position in society, for the sake of dreaming and passionately to love life.

Howard Schulz was looking for something to hit the imagination, deprive sleep and make dreams. He found coffee.

And many people responded with reciprocity, because it lacks communication, warmth, understanding. People are very lonely in this carrying somewhere in a huge world, I want to just sit down and block the aromatic coffee, turn into a nouro phrase, catch someone's eyes and ... to dream.

Understanding this simple human desire gave the world another legend uniting millions of people.

Anna Matveyeva, Creator and Director of the coffee shop network "Perfect Cup"

The cold January morning of 1961, my father at work broke his ankle.

At that time it was seven years old, and the battle of snowballs in the backyard of the school in full swing, when the mother leaned out of the window of our apartment on the seventh floor and mad to me. I ran home.

With his father happened misfortune, she said. - I'm going to the hospital.

My father, Fred Schulz, lay at home with a backward foot of more than a month. I have never seen gypsum before, so at first he was something for me something. But the charm of novelty quickly disappeared. Like many others to his collections on social status, the father did not pay, when he did not work.

Before the accident, he worked as a truck driver who was collecting and delivering a diaper. For a long month, he bitterly complained about their smell and dirt, claiming that this work was the worst in the world. But now, when he lost her, apparently, he wanted to return. My mother was in the seventh month of pregnancy, so I could not work. The family had neither income, no insurance, nor trade union compensation - it was not for what.

I and my sister silently ate at the dinner table, and the parents argued about who and how much money they would have to borrow. Sometimes the phone rang in the evenings, and the mother insisted that I removed the tube. If they called about debts, I had to say that there is no parents at home.

My brother Michael was born in March, they had to take again to pay for hospital expenses.

Although many years have passed since then, the image of the Father is a prick on the sofa, with a foot in a plaster, which is not able to work - do not flush in my memory. Now, looking back, I penetrate deeply respect for my

father. He did not graduate from high school, but was an honest man and was not afraid of work. At times, he had to work on two or three works only for the evening to put on the table. He took care of his children well, and on the weekend he even played with us in baseball. He adored the Yankees 1.

But he was a broken life man. One "Synery History" work was replaced by another: a truck driver, a working factory, a taxi driver, but could not earn more than $ 20,000 per year and could never afford to buy his own home. My childhood passed in Projects, houses subsidized by the state, in Canary, Brooklyn. I realized a teenager, what a shame was it.

Becoming older, I often got into the clashes with my father. I was intolerant to his failures, to a lack of responsibility. It seemed to me that he could achieve much more, if I just tried.

After his death, I realized that he was unfair to him. He tried to become part of the system, but the system crossed it. Possessing low self-esteem, he was unable to get out of the pit and somehow improve his life.

The day when he died (from lung cancer), in January 1988, was the saddest day in my life. He had no savings or pensions. Moreover, being confident in the significance of labor, he never once felt satisfaction and pride from his work performed.

In childhood, I had no idea that someday I will become the head of the company. But in the depths of the soul, I knew that I would never leave a man "overboard" if it would depend on me.

How a cup of starbucks built over a cup Howard Schulz, Dori Jeng

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Title: How the cup behind the cup was built Starbucks
Author: Howard Schultz, Dori Jeng
Year: 2012.
Genre: sectoral publications, business popular, foreign business literature

About the book "How a cup for a cup built Starbucks" Howard Schulz, Dori Jeng

Howard Schultz became the Director-General Starbucks in 1987 and over the following years turned Starbucks from a small firm with six coffee shops in an international business operating in 50 countries of the world. But Starbucks history is not just success story. This is a story about the team of passionately lovers in coffee people who built a huge company based on such values \u200b\u200band principles that are rarely found in the corporate world, and while maintaining an individual approach to each employee and each client.

On our site about books Website you can download free without registration or read online book "As a cup behind a cup, Starbucks" Howard Schulz, Dory Jeng in Epub, FB2, TXT, RTF, PDF formats for iPad, iPhone, Android and Kindle. The book will give you a lot of pleasant moments and the true pleasure of reading. You can buy the full version from our partner. Also, we will find the latest news from the literary world, find out the biography of your favorite authors. For novice writers there is a separate section with useful advice and recommendations, interesting articles, thanks to which you yourself will be able to try your hand in literary skill.

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How a cup of starbucks built over a cup

Howard Schulz

Dori Jones Yeng.

Howard Schulz Chairman of the Board of Directors and CEO Starbucks Coffee Company and Dori Jones Jeng

Stockholm School of Economics in St. Petersburg Stockholm School Of Economics In Saint Petersburg

Dream of dream

This book is the story of a passionate person. One of those who begin to love, not yet finding an object of desire, because for them the meaning of life is to be in love. A person who is neglected by what is considered to be a blessing - money, status, stability, position in society, for the sake of dreaming and passionately to love life.

Howard Schulz was looking for something to hit the imagination, deprive sleep and make dreams. He found coffee.

And many people responded with reciprocity, because it lacks communication, warmth, understanding. People are very lonely in this carrying somewhere in a huge world, I want to just sit down and block the aromatic coffee, turn into a nouro phrase, catch someone's eyes and ... to dream.

Understanding this simple human desire gave the world another legend uniting millions of people.

Anna Matveyeva, Creator and Director of the coffee shop network "Perfect Cup"

Prologue

The cold January morning of 1961, my father at work broke his ankle.

At that time it was seven years old, and the battle of snowballs in the backyard of the school in full swing, when the mother leaned out of the window of our apartment on the seventh floor and mad to me. I ran home.

"The misfortune happened to his father," she said. - I'm going to the hospital.

My father, Fred Schulz, lay at home with a backward foot of more than a month. I have never seen gypsum before, so at first he was something for me something. But the charm of novelty quickly disappeared. Like many others to his collections on social status, the father did not pay, when he did not work.

Before the accident, he worked as a truck driver who was collecting and delivering a diaper. For a long month, he bitterly complained about their smell and dirt, claiming that this work was the worst in the world. But now, when he lost her, apparently, he wanted to return. My mother was in the seventh month of pregnancy, so I could not work. The family had neither income, no insurance, nor trade union compensation - it was not for what.

I and my sister silently ate at the dinner table, and the parents argued about who and how much money they would have to borrow. Sometimes the phone rang in the evenings, and the mother insisted that I removed the tube. If they called about debts, I had to say that there is no parents at home.

My brother Michael was born in March, they had to take again to pay for hospital expenses.

Although many years have passed since then, the image of the Father is a prick on the sofa, with a foot in a plaster, which is not able to work - do not flush in my memory. Now, looking back, I penetrate deeply respect for my

father. He did not graduate from high school, but was an honest man and was not afraid of work. At times, he had to work on two or three works only for the evening to put on the table. He took care of his children well, and on the weekend he even played with us in baseball. He adored the Yankees 1.

But he was a broken life man. One "Synery History" work was replaced by another: a truck driver, a working factory, a taxi driver, but could not earn more than $ 20,000 per year and could never afford to buy his own home. My childhood passed in Projects, houses subsidized by the state, in Canary, Brooklyn. I realized a teenager, what a shame was it.

Becoming older, I often got into the clashes with my father. I was intolerant to his failures, to a lack of responsibility. It seemed to me that he could achieve much more, if I just tried.

After his death, I realized that he was unfair to him. He tried to become part of the system, but the system crossed it. Possessing low self-esteem, he was unable to get out of the pit and somehow improve his life.

The day when he died (from lung cancer), in January 1988, was the saddest day in my life. He had no savings or pensions. Moreover, being confident in the significance of labor, he never once felt satisfaction and pride from his work performed.

In childhood, I had no idea that someday I will become the head of the company. But in the depths of the soul, I knew that I would never leave a man "overboard" if it would depend on me.

Parents could not understand what exactly attracted me to Starbucks. In 1982, I threw a well-paid, prestigious work for the fact that then there was a small network of five stores in Seattle. But I saw Starbucks not as it was, and what could be. She instantly captured me with a combination of passion and authenticity. Gradually, I realized that if it breaks down to the whole country, romantizing the Italian art of cooking espresso and offering freshly fried coffee beans, it will be able to change the idea of \u200b\u200ba product that people have been familiar with many centuries, and you will like the millions as much as she loved me.

I became CEO2 Starbucks in 1987, because I made an entrepreneur and convinced investors to believe my company's vision. Over the next ten years, collecting the team of smart and experienced managers, we turned Starbucks from a place of the company with six shops and less than 100 employees to a national business with 1,300 coffee shops and 25,000 employees. Today we can be found in the cities of all over North America, Tokyo and Singapore. Starbucks has become a recognizable and recognized brand everywhere, which allows us to experiment with innovative products. Profit and sales increased by more than 50% per year for six years in a row.

But Starbucks is not just a story of growth and success. This is the story that the company can be built differently. About the company, absolutely not similar to those in which my father worked. This is a living proof that the company can live at the field of heart and cherish his spirit - and more than making money. This shows that the company is capable of providing shareholders to shareholders for a long time, without sacrificing its core principle - refer to employees with respect and dignity, because we have a team of leaders who believe that it is correct, and because it is the best way business.

Starbucks hurts an emotional string in human souls. People make a hook to drink morning coffee in our cafe. We have become such a characteristic symbol of modern American life that a familiar logo with a picture of green sirens often flashes in a television show and artistic films. In the 1990s, we brought new words to the American lexicon, and new rituals are in society. In some areas, Starbucks cafes have become a third place - a cozy corner for assessing and communicating aside from home and work, as if the continuation of the porch leading to the front door.

People are found in Starbucks, because the meaning of our activity is close to them. It is more than great coffee. It is a romance of sensations from coffee, a feeling of warmth and community that people are experiencing in the Starbucks cafe. The tone is asked for our barista: while espresso is boiled, they tell about the origin of different types of coffee. Some come to Starbucks, having no more experience than my father, and yet they create this magic.

If there is an achievement in Starbucks, which I am proud of most, this is perhaps the relationship of confidence and confidence between people working in the company. This is not an empty phrase. We took care of this thanks to conducive to prompt programs, such as health protection program, even for employees engaged in part, and stock options, giving each opportunity to become a co-owner of the company. We treat workers' warehouses and the youngest sellers and waiters with such respect, what majority of companies only exhibit to the highest management.

Such policies and attitudes are contrary to the tradition convened in the business world. The company focused on the benefits of the shares holders, considers its employees with "consumables", costs. The leaders actively reducing positions are often rewarded by a temporary raising price for their shares. However, in the future, they, thereby not only undermine the morality, but sacrificed innovation, the spirit of entrepreneurship and the sincere dedication of those most people who could raise the company to large heights.

Many businessmen do not understand that this is not a game with zero result. A benevolent attitude towards employees should be considered not additional costs that reduce profits, and a powerful source of energy that can help the enterprise will smuggle to such a scale that its leader could not even dream about. Starbucks people are less inclined to leave, they are proud of their work. Personnel fluidity in our cafes are threatening two times lower than the industry average that not only saves money, Noah strengthens communication with customers.

But the benefits are even deeper. If people are tied to the company in which they work if they are connected with her emotional thread and share her dreams, they will give their heart to make it better. When employees have self-esteem and self-esteem, they can do more for their company, family and around the world.

Without intentions on my part, Starbucks has become an embodiment of memory of my father.

Since not everyone is able to take fate into their hands, the authorities are responsible for those, thanks to whose daily work, the company lives, the bosses should not only steer in the right direction, but also to be confident that no one left behind.

I did not plan to write a book at least not at such an early age. I firmly believe that the greatest part of Starbucks achievements is still ahead, and not in the past. If Starbucks was a book of 20 chapters, we would only be in the third.

But for several reasons, I decided that now it's time to tell the story Starbucks.

First, I want to inspire people to follow their dreams. I'm from a simple family, without a pedigree, without wealth, I did not have nannies in early childhood. But I dared to dream, and then wished to realize my dreams. I am convinced that most people are able to achieve their dreams and even go further if they don't intend to give up.

Secondly, and this is even more important, I hope to inspire managers to more high goal. Success is nothing if you come to the finish line alone. The best reward is to come to the finish line surrounded by the winners. The more winners come to you - whether it is employees, customers, shareholders or readers, the more satisfaction will bring you a victory.

I write this book not to earn. All funds received from its sale will go to the newly founded Starbucks Foundation, which will give them to charitable events conducted on behalf of Starbucks and its partners.

This is the story of Starbucks, but this is an unusual business book. Her goal is not a story about my life and not advice, how to repair a broken company, and not a corporate history. It does not have guidance, action plans, theoretical model analyzing why some enterprises achieve success, and others fail.

On the contrary, this is a story about the team of people who built a successful company on the basis of such values \u200b\u200band leading principles that are rarely found in corporate America. It says how we learned several important lessons of business and life. They, I hope, will help those who build their business or implements the dream of their lives.

My ultimate goal of writing a book "Pour your heart into it" was to inspire people the courage to be persistent, following the villages of their heart, even when they laugh above them. Do not let the pessimists break themselves. Do not be afraid to try, even if the chances are negligible. What were the chances of me, the boys from the poor quarter?

You can build a big company without losing passion for business and individuality, but it is possible only when

everything is aimed at profit, but on people and values.

Keyword - heart. I am pouring a heart into each cup of coffee, my partners in Starbucks are also received. When visitors feel it, they answer the same.

If you put your heart to work that you do, or in any worthwhile business, you can embody such dreams that others seem impossible. That's what makes life standing.

Jews have a tradition, it is called yahrzeit. On the eve of the anniversary of the death of his beloved person, close relatives light a candle and leave her burn within 24 hours. I light such a candle every year in memory of my father.

I just do not want this light to go out.

Part 1. Re-opening coffee. Company until 1987.

Chapter 1. Imagination, dreams and modest origins

Correctly see can only with your heart. Important invisible to the eyes.

Antoine de Saint-Exupery. Little Prince

Starbucks, in the form of it now, in reality, the child of two parents.

One - the original Starbucks, founded in 1971, passionately devoted world-class coffee and dedicated himself to bring to visitors what excellent coffee.

The second is a vision and value that I brought into it: a combination of competitive casing and strong desire to help each member of the organization come to a common victory. I wanted to mix coffee with romance, try to achieve what it seems to others impossible, fight difficulties with the help of new ideas and do it all elegant and with style.

It is truth to say to become what it is today, Starbucks needed the influence of both parents.

Starbucks flourished for ten years before I discovered it for myself. I learned about the history of the first years of her life from the founders, and retake this story in the second chapter. In this book, she will tell in that sequence, in which I learned it, starting with early years My life, since many of the values \u200b\u200bdetermined by the company's development were formed in that crowded apartment in Brooklyn, New York.

Modest origin can serve as a stimulus and instill compassion

I noticed one feature in romantics: they try to create a new one, the best world away from the sermost of everyday life. Such a goal is Starbucks. We are trying to create an oasis in our coffee houses, a small place next door to your home, where you can stay, listen to jazz and reflect on world and personal problems or think something eccentric over a cup of coffee.

What kind of person should be to dream of such a place?

Based on personal experience, I would say than unpretentious your origin, the higher the likelihood that you often develop imagination by caring into worlds where everything seems possible.

In my case, this is exactly the case.

I was three years old when, in 1956, my family moved from a grandmother's apartment to Bayivo quarter. The quarter was located in the center of Canary, at the Yamaican Gulf, fifteen minutes from the airport and fifteen from Horse Island. At that time, he was not a place that leads to all horror, and a friendly, extensive and green area with a dozen new eight-story brick houses. Primary School, P. S. 272, was right in the quarter, there were playgrounds for games, basketball courts and an asphalt school courtyard. And yet it did not occur to anyone to be proud of life in this quarter; Our parents were those who are now called "job poor people."

And yet, in childhood I had a lot of happy moments. Life in the poor quarter formed a well-balanced system of values, as it made me get along with the most different people. About 150 families lived in our house alone, and all had one tiny elevator. All apartments were very small, and the one in which our family began to live, was also cramped, with all two bedrooms.

My parents took place from workers who lived in the eastern district of Brooklyn for two generations. Grandfather died with a young, and his father, who was then a teenager, had to quit school and go to work. During World War II, he was an army physician in the South Pacific region, in New Caledonia and Saipan, where he infected with yellow fever and malaria. As a result, he had weak lungs, and he often caught up. After the war, he replaced a number of works related to physical labor, but did not find himself, did not define plans for life.

My mother was a powerful woman with a strong character. Her name is Elaine, but everyone called her Bobby. She worked as secretary in the reception, but when we, the three of her children, were small, her strength and care were completely given to us.

My sister, Ronnie, almost my peer, in childhood was experiencing the same heavy tests as me. But her brother, Michael, I managed to some extent to protect against the economic difficulties that experienced himself; I led them as they could not lead their parents. He accompanied me wherever I go. I called him a shadow. Despite the eight-year difference in age, we have a very close relationship with Michael, and where he could, I was instead of my father. I proudly watched how he became an excellent athlete, a strong student and, finally, seeks success in a business career.

As a child, I played sports games with the guys from neighboring courtyards from dawn to sunset every day. Father joined us always, when he could, after work and on the weekend. Every Saturday and Sunday, at 8 am, hundreds of children gathered in the school yard. I had to be strong because if you lost, then dropped out, and then I had to sit for hours, watching the game before it appeared to return to the game. So I played to win.

Fortunately, I was an athlete from nature. Whether it is a baseball, basketball or football, I rushed to the site and played diligently until it sought good results. I organized baseball and basketball matches of team teams, which included all the children of the Jewish district, Italians, negros. No one has never read us lectures on the diversity of biological species; We learned it in real life.

I always penetrated the unrestrained passion for everything that I was interested. Baseball became my first passion. At that time, in all areas of New York, any conversation began and ended with baseball. Relations with people and obstacles between them were not created because of a race or religion, but in accordance with what team they were sick. Dodgers then just moved to Los Angeles (they smashed the heart of my father, he never forgot them), but we still had a lot of baseball "stars". I remember how I returned home and listened to detailed in the match radioports, who came from open windows of the courtyard.

I was a passionate fan of Yankees, and my father and my brother visited many matches. We have never had good places, but it did not matter. We have captured the spirit from the very presence. My cumier was Mickey Mentle. I wore it number 7, on all T-shirts, sneakers, on everything that belonged to me. Playing a baseball, I made up the poses and gestures of Mickey.

When Mick left the sport, it was impossible to believe that everything was over. How could he stop playing? Father led me on both days of Mickey Mentla at the Yankie Stadium, September 18, 1968 and June 8, 1969. Watching how he is given to honors and say goodbye to him, listening to his speech, I plunged into deep longing. Baseball has become for me no longer that before. Mickey was so inherently attended in our life, which many years later, when he died, I called and talked words of condolences to the old school friends, from which the decades were not Westa.

Coffee has occupied a slight place in my childhood years. Mom saw soluble. For guests, she bought coffee in a tin jar and took old coffee pot. I listened to his grumbling and watched the glass cap until the coffee went into it as the galloping grains.

But I did not realize how limited was the family budget, until he became older. Occasionally we went to the Chinese restaurant, and parents began to discuss what to order dishes, proceeding only from how much cash was that day in the father's wallet. I was tormented by anger and shame when I found out that a children's camp, where I was sent for the summer, was a subsidized camp for the poor. More I did not agree to go there.

By the beginning of study in high school, it became clear to me what to celebrate the person living in the poor quarter. The secondary school in Kanarsi was less than a mile from the house, but the road was led along the streets on which small houses were lined up on one or two families. I knew that people who lived there looked at us down.

Once I invited a girl from another part of New York on a date. I remember how the expression of her father gradually changed during the conversation process with me:

Where do you live?

We live in Brooklyn, "I replied.

Quarter Baivey.

In his reaction, an unspoken opinion was about me, and I was annoyed, catching him.

As the eldest of three children I had to grow quickly. I started earning pretty early. In the twelve I sold the newspapers, later worked for the counter in the local cafe. In sixteen, after graduating from school, I got a job in the shopping area of \u200b\u200bManhattan, in the store of fur, where animals should stretched. The work was a terrible and left thick corn in the big fingers. In one roast summer, I looked for pennies on a knitting factory, having sipped yarn. Part of the earnings, I always gave my mother - not because she insisted, but because the position of the parents caused bitterness from me.

And yet in the 1950s and in the early 1960s everyone lived "American Dream", and we all expected on her piece. Mother drove it into our heads. She herself never graduated from high school, and her greatest dream was higher education For all her three children. Wise and pragmatic on your, rude and stubborn way, she brought in me huge confidence. Again and again brought the brightest examples again, pointing to people who achieved something in life, and insisting on the fact that I can also achieve everything I wish. She taught me to challenge himself, creating uncomfortable situations to then overcome difficulties. I do not know where she came from this knowledge, because she herself did not live according to these rules. But for us she craves success.

Many years later, during one of her visits to Seattle, I showed my new offices in the Starbucks center. We wandered around its territory, passing different departments and working corners, watching people talking on the phone and print on computers, and I saw just how her head was spinning from the scale of this action. Finally, she approached me closer and whispered in my ear: "Who pays all these people?" It was beyond her understanding.

As a child, I never dreamed of my own business. The only entrepreneur I knew is my uncle, Bill Farber. He had a small paper factory in the Bronx, which he later hired Father Brigadier. I did not know how in the end I will do, but I knew exactly that I should avoid that struggle for the survival, which my parents led daily. I had to break out of the poor quarter, from Brooklyn. I remember lay at night and thought: what if I had a crystal ball and could I see the future? But I quickly drove this idea from myself, because it was too scary to think.

I was known only one way out: sport. Like children from the movie "Basketball Dreams" (hoop dreams), I and my friends believed that it was the sport to be a ticket to best life. In the high school, I was engaged in lessons only when it was nowhere to go, because everything we taught me at school seemed unimportant. Instead of lessons, I played football clock.

I will never forget that day when I created a team. As a sign of Honor, I was launched a big blue letter "C", who said that I was a full athlete. But the mother was not on the pocket of the jacket with this letter at the price of $ 29, and she asked to wait a week or so until the father would give a salary. I was outside myself. Each student at school planned to wear such a jacket in one beautiful, predetermined day. I could not appear at school without a jacket, but I didn't want the mother to feel even worse. Therefore, I lent money to the jacket at the buddy and on the appointed day put it on her, but hid from my parents until they could afford to buy this purchase.

My greatest triumph in high school was the defender's place, which made me authority among the 5,700 high school students in Canary. The school was so poor that we didn't even have a football field, all our games took place outside of its territory. Our team did not differ in high level, but I was one of the best players.

Once the agent, looking for an attacker, came to our match. I did not know that he was there. However, a few days later, a letter came from the place that seemed to me another planet - from the North Michigan University. They gained a football team. Did this offer interest me? I shook and shouted with joy. This event was as luck as an invitation to the selected match in NFL4.

In the end, the North Michigan University suggested a football scholarship - all that they suggested me. I can not imagine how without it I could realize my mother's dream about college.

During the last school spring holidays, parents took me into this incredible place. We drove almost a thousand miles to Marketta, on the upper peninsula of Michigan. We have never moved from New York before, and this adventure fascinated them. We drove through the rocks of the mountain, endless plains and fields, past the huge lakes. When we finally arrived, the university town seemed to me America, which I knew only on the films, with a kidney scattering on the trees, laughing with students flying disks.

Finally I was not in Brooklyn.

By random coincidence, in the same year in Seattle, which at that time I was even more difficult to imagine, Starbucks was founded.

I adored the freedom and open college spaces, though he felt at first lonely and not in his plate. I started several close friends in the first year and for four years lived with them in the same room, in the university town and beyond. Twice I sent for my brother, and he came to visit me. Once, on Mother's Day, I got a hitchhiking to New York to make her surprise.

It turned out that I was not such a good football player, which myself seemed, and after a while I stopped playing. To continue their studies, I took loans, worked on Polfesta and in the summer. At night I worked as a bartender, and sometimes I even handed the blood for money. Nevertheless, it was for the most part of the fun years, irresponsible time. Having a call number 3325, I did not need to worry about sending to Vietnam.

My specialty was communications, and I passed the course of oratory and interpersonal communication. IN last years College I also chose several business courses, because I started worrying about what I would do after graduation. I managed to finish with the middle score "in" 6, making efforts only when it was necessary to pass the exam or prepare a report.

Four years later I became the first graduate of the college in our family. For my parents, this diploma was the main prize. But I did not have further plans. No one ever told me how valuable knowledge was. Since then, I often joke: if someone guided me and led me, I would really achieve something.

Years passed before I found the passion for the whole of my life. Each step after this discovery was a big jump in an unbearable, more and more risky. But the fact that I got out of Brooklyn and got a higher education, gave me the courage to continue to dream.

For many years I hid that grew up in Projects. I did not lie, just did not mention this fact, since he was not best Recommendation. But no matter how I tried to deny it, the memory of early experiences is indelible imprinted in my mind. I would never have been able to forget what

it is to be on the other side, to be afraid to see the crystal ball.

In December 1994, the article on the success of Starbucks in New York Times mentions that I grew up in the poor quarter in Canary. After her appearance, I received letters from Baivev and other slum quarters. They wrote their own part of their mother who brought up persistence in children, they said that my story would give hope.

The chances of getting out of the medium in which I grew up, and to achieve today's position, it is impossible to even measure. So how did it happen?

I first led me fear to fail, but as I coped with the next difficulty, the fear was replaced by growing optimism. As soon as you overcome, it seemed, insurmountable obstacles, the remaining problems are already smaller than you. Most people are able to fulfill their dream if they are persistence. I would like everyone to have a dream for you to lay good foundation, absorbed information like a sponge, and were not afraid to challenge a generally accepted opinion. If no one has done no time before, it does not mean that you should not try.

I can not offer you any secret, a recipe for success, a perfect road plan to the top of the business world. But my own experience suggests that starting from scratch and achieve even more than what you dreamed about, it is quite possible.

Being recently in New York, I returned to Canary to take a look at Baivev for the first time in almost twenty years. He looks good, except for the hole from the bullet in the front door and fire traces on the phone shield. When I lived there, there were no iron stans on our windows, and we also had no air conditioners. I saw several children who played in basketball, as I once, and a young mother who walked with a carriage. A tiny boy looked at me, and I thought: who of these children would break through and embody his dream?

I stopped at high school in Kanarci, where the football team was training. Warm autumn air, blue shape and gaming shouts hit me the flow of memories about the had fun and inspiration. I asked where the coach. A little figurine appeared from the tallest of massive spin and shoulders in the red hood. To my surprise, I faced face to face with Mike Camardis, a guy who played in my team. He told me the story of the team until today, told about how school finally managed to get his own football field. By the random coincidence that Saturday, they planned the ceremony, during which they would call a field with the name of my old coach Frank Morojello. For this case, I decided to take on a five-year commitment to support the team. Where would I be now without the support of the coach of Morojello? Perhaps my gift will allow some athlete to obsessed as I once, jump above my head and achieve what others can not even imagine.

Correctly see can only with your heart.
Important invisible to the eyes.

Antoine de Saint-Exupery.
Little Prince

S Tarbucks In the form of what she is now, in reality, the child of two parents.

One - the original Starbucks, founded in 1971, passionately devoted world-class coffee and dedicated himself to convey to visitors, what is excellent coffee.

The second is a vision and value that I brought into it: a combination of competitive casing and strong desire to help each member of the organization come to a common victory. I wanted to mix coffee with romance, try to achieve what it seems to be impossible, to deal with difficulties with the help of new ideas and do it all elegant and stylish.

It is truth to say to become what it is today, Starbucks needed the influence of both parents.

Starbucks flourished for ten years before I discovered it for myself. I learned about the history of the first years of her life from the founders and retell this story in the second chapter. In this book, it will tell in that sequence, in which I learned it, starting from the early years of my life, since many of the values \u200b\u200bthat have determined the development of the company were formed in that overpopped apartment in Brooklyn, New York.

Modest origin can serve as a stimulus and instill compassion

I i noticed one feature in romantics: they try to create a new one, the best world away from the Suminess of everyday life. Such a goal is And from Starbucks. We are trying to create an oasis in our coffee houses, a small place next door to your home, where you can stay, listen to jazz and reflect on world and personal problems or think something eccentric over a cup of coffee.

What kind of person should be to dream of such a place?

Based on personal experience, I would say than unpretentious your origin, the higher the likelihood that you often develop imagination by caring into worlds where everything seems possible.

In my case, this is exactly the case.

I was three years old when, in 1956, my family moved from a grandmother's apartment to Baven's quarter. The quarter was located in the center of Canary, on the Yamaican Gulf, fifteen minutes from the airport and fifteen from Koni Island. At that time, he was not a place that leads to all horror, and a friendly, extensive and green area with a dozen new eight-story brick houses. The elementary school was right in the quarter, there were playground for games, basketball courts and an asphalt school courtyard. And yet it did not occur to anyone to be proud of life in this quarter; Our parents were those who are now called "job poor people."

And yet, in childhood I had a lot of happy moments. Life in the poor quarter formed a well-balanced system of values, as it forced me to get along with the most different people. About 150 families lived in our house alone, and all had one tiny elevator. All apartments were very small, and the one in which our family began to live, was also cramped, with all two bedrooms.

My parents took place from workers who lived in the eastern district of Brooklyn for two generations. Grandfather died with a young, and his father, who was then a teenager, had to quit school and go to work. During World War II, he was an army physician in the South Pacific region, in New Caledonia and Saipan, where he infected with yellow fever and malaria. As a result, he had weak lungs, and he often caught up. After the war, he replaced a number of works related to physical labor, but did not find himself, did not define plans for life.

My mother was a powerful woman with a strong character. Her name is Elaine, but everyone called her Bobby. She worked as secretary in the reception, but when we, the three of her children, were small, her strength and care were completely given to us.

My sister, Ronnie, almost my peer, in childhood was experiencing the same heavy tests as me. But her brother, Michael, I managed to some extent to protect against the economic difficulties that experienced himself; I led them as they could not lead their parents. He accompanied me wherever I go. I called him a shadow. Despite the eight-year difference in age, we have a very close relationship with Michael, and where he could, I was instead of my father. I proudly watched how he became an excellent athlete, a strong student and, finally, seeks success in a business career.

As a child, I played sports games with the guys from neighboring courtyards from dawn to sunset every day. Father joined us always, when he could, after work and on the weekend. Every Saturday and Sunday, at 8 am, hundreds of children gathered in the school yard. I had to be strong because if you lost, then dropped out, and then I had to sit for hours, watching the game before it appeared to return to the game. So I played to win.

Fortunately, I was an athlete from nature. Whether it is a baseball, basketball or football, I drove on the site and played hard until I was achieving good results. I organized baseball and basketball matches team teams, which included all the children of the district - Jews, Italians, negros. No one has never read us lectures on the diversity of biological species; We learned it in real life.

I always penetrated the unrestrained passion for everything that I was interested. Baseball became my first passion. At that time, in all areas of New York, any conversation began and ended with baseball. Relations with people and obstacles between them were not created because of a race or religion, but in accordance with what team they were sick. Dodgers then just moved to Los Angeles (they smashed the heart of my father, he never forgot them), but we still had a lot of baseball "stars". I remember how I returned home and listened to detailed meadow radioports, who came from the open windows of neighbors.

I was a passionate fan of Yankees, and my father and my brother visited many matches. We have never had good places, but it did not matter. We have captured the spirit from the very presence. My cumier was Mickey Mentle. I wore it number 7, on all T-shirts, sneakers, on everything that belonged to me. Playing a baseball, I made up the poses and gestures of Mickey.

When Mick left the sport, it was impossible to believe that everything was over. How could he stop playing? Father drove me on both days by Mickey Mentla at the Yankees stadium, September 18, 1968 and June 8, 1969. Watching how he is given to honors and say goodbye to him, listening to his speech, I plunged into deep longing. Baseball has become for me no longer that before. Mickey was so inherently attended in our life, which many years later, when he died, I called and talked words of condolences to the old school friends, from which the decades were not Westa.

Coffee has occupied a slight place in my childhood years. Mom saw soluble. For guests, she bought coffee in a tin jar and took old coffee pot. I listened to his grumbling and watched the glass cap until the coffee went into it as the galloping grains.

But I did not realize how limited was the family budget, until he became older. Occasionally we went to the Chinese restaurant, and parents began to discuss what to order dishes, proceeding only from how much cash was that day in the father's wallet. I was tormented by anger and shame when I found out that a children's camp, where I was sent for the summer, was a subsidized camp for the poor. More I did not agree to go there.

By the beginning of study in high school, it became clear to me what to celebrate the person living in the poor quarter. The secondary school in Kanarsi was less than a mile from the house, but the road was led along the streets on which small houses were lined up on one or two families. I knew that people who lived there looked at us down.

Once I invited a girl from another part of New York on a date. I remember how the expression of her father gradually changed during the conversation process with me:

Where do you live?

We live in Brooklyn, "I replied.

Canary.

Quarter Baivey.

In his reaction, an unspoken opinion was about me, and I was annoyed, catching him.

As the eldest of three children I had to grow quickly. I started earning pretty early. In the twelve I sold the newspapers, later worked for the counter in the local cafe. In sixteen, after graduating from school, I got a job in the shopping area of \u200b\u200bManhattan, in the store of fur, where animals should stretched. The work was a terrible and left thick corn in the big fingers. In one roast summer, I looked for pennies on a knitting factory, having sipped yarn. Part of the earnings, I always gave my mother - not because she insisted, but because the position of the parents caused bitterness from me.

And yet in the 1950s and in the early 1960s everyone lived "American Dream", and we all expected on her piece. Mother drove it into our heads. She herself did not graduate from high school, and her greatest dream was a higher education for all her three children. Wise and pragmatic on your, rude and stubborn way, she brought in me huge confidence. Again and again brought the brightest examples again, pointing to people who achieved something in life, and insisting on the fact that I can also achieve everything I wish. She taught me to challenge himself, creating uncomfortable situations to then overcome difficulties. I do not know where she came from this knowledge because herself she did not live according to these rules. But for us she craves success.

Many years later, during one of her visits to Seattle, I showed my new offices in the Starbucks center. We wandered around its territory, passing different departments and working corners, watching people talking on the phone and print on computers, and I saw just how her head was spinning from the scale of this action. Finally, she approached me closer and whispered in my ear: "Who pays all these people?" It was beyond her understanding.

As a child, I never dreamed of my own business. The only entrepreneur I knew is my uncle, Bill Farber. He had a small paper factory in the Bronx, which he later hired Father Brigadier. I did not know how in the end I will do, but I knew exactly that I should avoid that struggle for the survival, which my parents led daily. I had to break out of the poor quarter, from Brooklyn. I remember lay at night and thought: what if I had a crystal ball and could I see the future? But I quickly drove this idea from myself, because it was too scary to think.

I was known only one way out: sport. As children from the movie "Basketball Dreams" (Hoop Dreams), I and my friends believed that it was the sport that was a ticket for a better life. In the high school, I was engaged in lessons only when it was nowhere to go, because everything we taught me at school seemed unimportant. Instead of lessons, I played football clock.

I will never forget that day when I created a team. As a sign of Honor, I was launched a big blue letter "C", who said that I was a full athlete. But the mother was not on the pocket of the jacket with this letter at the price of $ 29, and she asked to wait a week or so until the father would give a salary. I was outside myself. Each student at school planned to wear such a jacket in one beautiful, predetermined day. I could not appear at school without a jacket, but I didn't want the mother to feel even worse. Therefore, I lent money to the jacket at the buddy and on the appointed day put it on her, but hid from my parents until they could afford to buy this purchase.

My greatest triumph in high school was the defender's place, which made me authority among the 5,700 high school students in Canary. The school was so poor that we didn't even have a football field, all our games took place outside of its territory. Our team did not differ in high level, but I was one of the best players.

Once the agent, looking for an attacker, came to our match. I did not know that he was there. However, a few days later, a letter came from the place that seemed to me another planet, from the North Michigan University. They gained a football team. Did this offer interest me? I shook and shouted with joy. This event was as luck as an invitation to the qualifying match in NFL.

In the end, the North Michigan University suggested a football scholarship - all that they suggested me. I can not imagine how without it I could realize my mother's dream about college.