When we began Starbucks, what I wanted to try to do was to create a set of values, guiding principles, and culture.

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.

We think of Starbucks not as a coffee company but a media company.

Starbucks represents something beyond a cup of coffee.

Starbucks has a role and a meaningful relationship with people that is not only about the coffee.

Starbucks is in my blood. It is such a part of me that letting it unravel simply was not an option.