Brewed Success,
from struggle to STARBUCKS
“Howard Schultz, the name that brewed success called ‘Starbucks’ against struggle”
When the world majorly revolves around caffeine as a source of energy to smoothen schedules, Starbucks has been one of those eye-catching, high standard chain of coffee houses in the recent years. Having a Starbucks coffee has become one of those subtle means for people to show off or on the other hand a dream for many. But, what is more thoughtful is that, an empire is ultimately built by an emperor and the name, Howard Schultz will never be forgotten in history.
Behind the Brand
Howard D. Schultz, served as the Chairman and Chief Executive Officer of Starbucks for a total period of 24 years in different intervals of time. He was known as the “Ray Kroc of his era” as he developed Starbucks into one of the most significant brands in the market.
Salad Days
Once, his jewish parents never knew that the birth of their most valued son would be a gift for the future world. On July 19, 1953, in Brooklyn, New York, the trademark for the growth of Starbucks, took it to life. His family was poor but managed to give him a middle-class upbringing. Schultz graduated from Canarsie High School in 1971 and received a Bachelor of Arts in Communication from Northern Michigan University [1971-1975].
SET OFF
As the stimulus and the changemaker met in 1982 at 29, as the director of retail operations and marketing. On a purchase trip to Italy, Schultz was first introduced to espresso which moved him to start this business. He negotiated with a few business men in that field in Italy to offer him traditional espresso beyond retail items like coffee bean, spices.etc. Though they accepted, it took huge capital and involved risk as Americans were not familiar with coffee, hence Starbucks deployed his idea. But with pure determination he went up to 247 investors to pitch his idea wherein 217 rejected it. Starbucks and a local doctor together invested 250,000 dollars on his idea later.
IL Giornale
Howard Schultz quitted his job and started his own coffee house named ‘IL Giornale’, after a famous Italian newspaper. A couple of years later, Starbucks decided to sell its retail unit to him and IL Giornale for 3.8 million dollars.
Rebranding and Establishment
Once possessed, ‘IL Giornale’ and owned units of Starbucks together were branded under Starbucks’s name. They were established once after removal of all the relations with independent coffee houses. It received mixed responses from customers and were also asked to give customer education about the concept of its business motive. In 1990’s, Starbucks’s shares entered the stock market.
The Bow-Out
After his positional leadership for a few remarkable intervals, Schultz announced his bow-out when Laxman Narasimhan took over the post.
Policies with Politics
His strong belief in social responsibility and economic equality drove his deep involvement in political interests. Schultz consistently backed policies aimed at reducing income inequality and expanding access to healthcare. During his leadership at Starbucks, he made significant efforts to enhance employee benefits and increase wages, highlighting his dedication to selflessness. Recently, Schultz has actively participated in public discussions, advocating for solutions to tackle systemic issues. His political engagement has also extended to considering potential runs for public office, motivated by his aspiration to shape policy and confront the challenges faced by American society.
Schultz along Sports
Another noteworthy aspect of Schultz’s career is his involvement in sports, especially his ownership of the Seattle SuperSonics. In 2001, Schultz took over the team with the aim of enhancing its performance and expanding its community impact. Despite his endeavors to boost the team’s success and find a new arena, the SuperSonics encountered financial challenges and were ultimately purchased by a group that relocated them to Oklahoma City.
Man of the Pen
Howard Schultz is also a renowned author. His books, including “Pour Your Heart Into It” and “Onward,” provide vision on his experiences as a leader and his interests for corporate social responsibility. His personal philosophy and style are evident in these books, with a focus on values-driven leadership and creativity. Through his authorship, Schultz offers insight into his approach to business and his ideas on fostering positivity in the corporate world and society.
“In times of adversity and change, we really discover who we are and what we’re made of. Leadership is about doing the right thing, even when it’s hard.”
~ Howard Schultz
Culmination
Howard Schultz continues to inspire a lot of young entrepreneurs out there, professionally and personally being one of those role models who’s strategies and acts one would look up to.
~ S Keerthana Manasswini
