Grounded in coffee

From humble beginnings in Seattle to a global phenomenon with thousands of outlets, Howard Schultz has masterminded the rise of Starbucks.

Grounded in coffee

Howard Schultz

In this edited interview with the founder of Starbucks, from the Marketing Society's recent event, Colin Cameron talks to Howard Schultz about the origins of the iconic coffee company and what it takes to stay brand leader in today's more competitive environment

Colin Cameron: I wondered if you could take us back to the beginning and tell us what inspired you to take hold of the company and begin to build what we know today.

Howard Schultz:The answer to the question is really twofold. There were two pivotal moments and...

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