• POUR YOUR HEART INTO IT• A Review of the Book• Since 1987, Starbucks’s star has been on the rise. It has grown

from 11 Seattle, US stores to more than 1000 worldwide. Its goals have grown, too. From the more modest to perfection.

• An exemplary success story, Starbucks shows innovative marketing strategies, employee-ownership programs and a product that has become a subculture.

• It doesn’t matter if you are an entrepreneur, a manager, a marketer or a curious Starbucks loyalist, Pour Your Heart into It will let you in its revolutionary business. CEO Howard Schultz tells you about the company’s rise in 24 chapters. Each of them shows values such as; “Winning at the expense of employees is not a victory at all.”

OVER 20.000 STORES

WORLDWIDE

OVER 150.000 EMPLOYEES

WORLDWIDE

OVER 70 COUNTRIES

TOTAL INCOME

IN 2012 $13.29 BILLION

A NEW STORE OPENING EVERY SINGLE BUSINESS

DAY!

DO YOU HAVE ANY IDEAS WHAT KIND OF A SUCCESS It IS?

IT’S THE SUCCESS OF A MAN POURING HIS HEART INTO HIS JOB

AS YOU CAN UNDERSTAND…IT IS THE SUCCESS OF HOWARD

SCHULTZ

Howard Mark Schultz (born July 19, 1953 in Brooklyn,New York) is an American businessman and writer. Schultz's family was poor, he saw an escape in sports such as baseball, football, and basketball. He

went to Canarsie High School, from which he graduated in 1971. In high school, Schultz excelled at sports and

was awarded an athletics scholarship to Northern Michigan University . He was the first person in his

family to go to college. As he says in his book:

‘’It is one thing to dream, but when the moment is right, you have got

to be willing to leave what’s familiar and go out to find your

own sound’’.Yes… He found his own sound by doing something different from

everyone around him.What about you?

Schultz received his bachelor's degree in Communications in 1975.

After graduating, he worked as a salesperson for Xerox Corporation.

Schultz joined Starbucks as director of retail operations and

marketing in 1982.

He tried to persuade the owners (including Jerry Baldwin) to offer traditional espresso beverages in

addition to the whole bean coffee, leaf teas and spices. On a buying trip to Milan, Italy for Starbucks, Schultz realized that there were coffee bars on every street. He learned that they both served excellent espresso

and served as meeting places or public squares. After a successful pilot of the cafe concept, the owners refused

to get into the restaurant business.Then…

He opened his own coffee shop, II Giornale, in 1985 with the idea of:

‘’ when you really believe- in yourself, in your dream- you just

have to do everything you possibly can to take control and make your

vision a reality. No great achievement happens by luck.’’

The first Starbucks location outside North America opened in Tokyo, Japan, in 1996.In 2002 Starbucks

entered into licencing agreements with national Fair Trade

Organizations to sell Fairtrade certified coffee in the countries where Starbucks does business.

There are 14 kinds of coffee in Starbucks and they try to respect the coffee traditions of different

countries,that’s why they also serve Turkish coffee.

While baristas,who typically work behind a counter, serving both hot drinks and cold alcoholic and non-alcoholic beverages, not a coffee-maker specifically,

are serving coffee, there is always music playing in the shops to create a nice atmosphere.Moreover, there is a

friendly atmosphere in the shops. After six months working, employees can become Starbucks

shareholders ,so they are called partners by their employers.

Now let’s have a look at the secrets behind this success…

According to Schultz if you want to be successful:

1-Don’t be threatened by people smarter than you.

2- Compromise anything but your core values.3- Seek to renew yourself even when you

are hitting home runs.4- Anything matters.