Everyone Must Have A Shot At The

Mass Advertising Can Help Build Brands, But Authenticity Is What Makes Them Last. If People Believe They Share Values With A Company, They Will Stay Loyal To The Brand.

Post-9/11, We Saw An Immediate Uptick In The Amount Of People In Our Stores, All Over The Country. People Wanted That Human Connection. We Are Not Going To Fracture The Starbucks Experience.

I Think We Are Living In A Time Where The Consumer Has Lots Of Choices, Whether It's Coffee, Newspapers Or Whatever It Is. And There Is Parity In The Market Place And As A Result Of That The Consumer Is Beginning To Make Decisions, Not Just On What Things Cost And The Convenience Of It.

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.

I Think That Sometimes The Difference Between Winning And Losing, Success And Failure, Is This Gray Line Between Will, Passion And Self-belief That Says, 'i'm Going To Do This'.