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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.

More Than Anything Else, Technology Will Pave The Way For Innovative Change At Starbucks. The Bulk Of Starbucks' Innovation Over The Next Several Years Will Be Technology-focused.

Customers Don't Always Know What They Want. The Decline In Coffee-drinking Was Due To The Fact That Most Of The Coffee People Bought Was Stale And They Weren't Enjoying It. Once They Tasted Ours And Experienced What We Call "the Third Place" ... A Gathering Place Between Home And Work Where They Were Treated With Respect.. They Found We Were Filling A Need They Didn't Know They Had.

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.

Success Is Best When Its Shared