Risk more than others think safe.

Care more than others think wise.

Expect more than others think possible.

We have a big opportunity in China. We think the number of stores here can rival the number in North America.

Starbucks represents something beyond a cup of coffee.

Success in the United States is not an entitlement in China. You have to go there and earn it, and earn it the right way.

Dream more than others think practical.

China traditionally has been a tea-drinking country but we turned them into coffee drinkers.

I believe life is a series of near misses. A lot of what we ascribe to luck is not luck at all. It's seizing the day and accepting responsibility for your future. It's seeing what other people don't see And pursuing that vision.

Europe has always represented a major strategic opportunity to achieve our goal of creating and building an enduring global brand.

Risk more than others think safe.

A great business has to have a conscience. You have to know who you are and who you are not.

America's leaders need to put their feet in the shoes of working Americans.

Americans reading the paper, listening to the news every single day, and all you hear is things are getting worse and worse. And that has a psychological effect on consumer confidence. That's what consumer confidence is.

Any business today that embraces the status quo as an operating principle is going to be on a death march.

Anybody can leverage celebrity for profit.

At an early age, my mother gave me this feeling that anything is possible, and I believe that.

Beverages have to be created. And they're created by looking at what trend is in, say, the fashion industry - what color's hot right now.

Business leaders cannot be bystanders.

Certainly the caffeine in coffee, whether it's Starbucks or generic coffee, is somewhat of a stimulant. But if you drink it in moderation, which I think four or five cups a day is, you're fine.

Companies should not have a singular view of profitability. There needs to be a balance between commerce and social responsibility... The companies that are authentic about it will wind up as the companies that make more money.

Cutting prices or putting things on sale is not sustainable business strategy.

Cutting prices or putting things on sale is not sustainable business strategy. The other side of it is that you can't cut enough costs to save your way to prosperity.

Do I take criticism of Starbucks personally? Of course I do.

Don't buy preground coffee.

Even though people are under economic pressure, they still want to support those brands with values that are compatible with their own.

Everyone must have a shot at the American Dream.

For Starbucks, there will be no shortage of the highest-quality arabica beans. I suspect that for some others there could potentially be a problem, not in the near term, but over time.

Great companies that build an enduring brand have an emotional relationship with customers that has no barrier. And that emotional relationship is on the most important characteristic, which is trust.

Great opportunities can be and have been created during tough economic times.

I always saw myself wanting to do something deemed successful and good at the same time.

I am concerned about any attrition in customer traffic at Starbucks, but I don't want to use the economy, commodity prices or consumer confidence as an excuse.

I am concerned about any attrition in customer traffic at Starbucks, but I don't want to use the economy, commodity prices or consumer confidence as an excuse. We must maintain a value proposition to our customers as well as differentiate the Starbucks Experience. That is the key.

I can't imagine a day without coffee. I can't imagine!

I could've just walked away but I never could have forgiven myself to allow Starbucks to drift into mediocrity or not be relevant. I just couldn't be a bystander.

I despise research. I think it's a crutch.

I do feel, in a sense, the rules of engagement for citizenship has changed, and we must encourage other people to speak up and to take action.

I love being the underdog.

I never took classic business classes in college, so I don't have the background that any of the people running large companies have.

I never wanted to be on any billionaires list. I never define myself by net worth. I always try to define myself by my values.

I probably have about four or five cups of coffee a day. I make myself an espresso macchiato when I wake, which is a shot of espresso and just a dollop of steamed milk. Then, if I'm going to do some work at home, I would make myself a French press. It's the best way to make conventional coffee.

I really believe that you cannot use the stock market as a proxy for the economy.

I think Starbucks created a platform and, ultimately, a runway for many other companies to emulate. I suspect if we had not achieved what we have, there would have been many regional brands that would have succeeded. But I'm not sure there would have been a national brand of the scope of Starbucks.

I think if you're an entrepreneur, you've got to dream big and then dream bigger.

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.

I think my whole life, because of where I came from, I had a fear of failure.

I think people will walk into the Starbucks store and overnight recognize the significant difference between what Starbucks represents day-in and day-out and all the other coffee companies that have been serving coffee in India for so many years.

I think the currency of leadership is transparency. You've got to be truthful. I don't think you should be vulnerable every day, but there are moments where you've got to share your soul and conscience with people and show them who you are, and not be afraid of it.

I think the most important thing that I think everyone in America must have is belief that wherever they live, whatever station they have in life, that the American dream is alive and well. I think the fracturing of trust and confidence is in the American dream.