One would suppose that such a book would focus on business, and it did, but in a pleasant twist of thought, I also realized Schultz’ advice is applicable to the “transformation” theme I’ve adopted so far this year. From spirit, to motivation, to execution, Schultz provides revelations that are easily transferable to everyday life.
Surprised at the impact of the book, I find myself all-at-once inspired, motivated and in awe. Who knew that a fellow Brooklyn-born entrepreneur could not only achieve the ubiquity that Starbucks has, but also motivate so many thousands of people in the process?
Schultz is unique as a CEO, in that he not only built the business Starbucks is today from a vision and passion cultivated from practically the moment he discovered the coffee, but also in that, all these years later, he still embodies the same drive and dedication that led him to “pound pavement” looking for investors for this unique venture. That passion led him to make the rare decision to reclaim Starbucks’ helm after having passed the torch almost a decade prior.
Speaking to a packed audience at the University of Denver’s Cable Center (and a couple more remote locations on the DU campus, where the talk was piped in), Schultz gave insight to why he made the decision: “Other than my family, there isn’t anything I would not do to defend this company and its standing in the marketplace,” he announced.
On its own, the statement may seem to be the edict of a man hell-bent on business. But, surprisingly, it feels like for Schultz, Starbucks is more about family. Truth be told, I have never heard a CEO, or any other corporate tycoon, refer to their business with affection, using words like “love.” In the book, and in his presence, however, it’s easy to see that there is true love here, and when listening to stories like that of his father being hurt on the job when Schultz was a young boy. “I was witnessing at the age of seven literally the fracturing of the American dream,” he recounted, painting a picture of coming home to dad laying on the couch with a cast from ankle to hip after having slipped and fallen on ice while working his unenviable job as a diaper collector (In the days when diapers WERE NOT disposable). Back then, there was no workman’s compensation and no health insurance – the Schultz family would have to figure out how to survive with its breadwinner immobilized for months on end.
Like a father to his children, Shultz seems to consider the thoughts, feelings and attitudes of his staff above all else – this is key to his vision of making sure the company is considered “the undisputed authority on coffee.” Also key to that vision is making sure customers always are top of mind, almost viewing Starbucks as an extension of home; along with ethically sourcing and providing for coffee-growing partners and other vendors around the world. Caring father – family, upholding family values and caring for one-another – do you see a theme here?
In essence, what Schultz held close – forgoing the “market’s” need for growth, and investors’ calls to cut essential items in order to increase profitability – was the belief that if you hold to what’s important and stand by your beliefs, in the end you will prevail. Instead of taking the short cuts often demanded to present immediate success, Schultz bravely embarked on an agenda to make the deep, often difficult changes that must come from within in order to create lasting, sustainable change and long-term success. In less than two years, he was able to turn the company around, prove nay-sayers wrong, and build a team committed to the people who make Starbucks’ success possible.
So what must you do to create lasting success and sustainable change necessary for what’s important to you? Take the time to create your own Transformation agenda – I’m sure you won’t be disappointed with the results.
Doni Luckutt is a lifestyle expert who believes by enhancing interpersonal connection, we can stop simply living, and become Simply Alive! If you have a suggestion on what brings you to life, connect with her on Twitter @SimplyAlive, via email Doni@SimplyAliveWorld.com or on her blog: www.SimplyAliveWorld.com/Blog.
