I think many start-ups make mistakes because they are focusing on things that are farther ahead, and they haven't done the work that has built the foundation to support it.
Interpretation
Start-ups often fail because they neglect foundational work while pursuing ambitious goals.
Howard Schultz's quote emphasizes the importance of laying a solid foundation before aiming for greater achievements. Many entrepreneurs focus on future aspirations without ensuring they have the essential groundwork in place, which can lead to failure in their ventures.
In practice
This quote can be used in a business seminar to advise entrepreneurs.
The rules of engagement around building a brand have changed significantly over the past 10 to 15 years. Where companies at one time could spread their message through traditional marketing, consumers now seek an enduring emotional connection with the companies they patronize. The foundation of that connection is the most important characteristic of building a world-class brand: trust. Trust with your people and trust with your customers.
The future of America is not an entitlement. We have been given a treasure chest of gifts and opportunities, but some people are being left behind, and success is not sustainable unless it is shared.
Starbucks is not an advertiser; people think we are a great marketing company, but in fact we spend very little money on marketing and more money on training our people than advertising.
While their service is ending, our responsibility is just beginning!
In life, you can blame a lot of people and you can wallow in self-pity or you can pick yourself up and say listen, I have to be responsible for myself.
When I first discovered in the early 1980s the Italian espresso bars in my trip to Italy, the vision was to re-create that for America - a third place that had not existed before. Starbucks re-created that in America in our own image; a place to go other than home or work. We also created an industry that did not exist: specialty coffee.
I've done everything I've wanted to do. I have three children, I have grandchildren, I have books, I did movies, I've directed movies; I've done almost everything I've wanted to do.
Believe passionately in what you do, and never knowingly compromise your standards and values. Act like a true professional, aiming for true excellence, and the money will follow.
I certainly wanted my name in lights. I wanted my name on a marquee. I wanted recognition on Broadway.
If you do everything that everyone else does in business, you're going to lose. The only way to really be ahead, is to 'be different'.
It's a great, great experience to finally get the reception that you know you rightfully deserve.
It's really rare for people to have a successful start-up in this industry without a breakthrough product. I'll take it a step further. It has to be a radical product. It has to be something where, when people look at it, at first they say, 'I don't get it, I don't understand it. I think it's too weird, I think it's too unusual.'
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