I grew up poor in the housing projects of Brooklyn, New York.
The word “no” has been said to me more than “yes”,
but I never let
that stop me from building the fifth largest food chain in the world.
I am now the 232nd richest person in the United States
with a net worth of $ 2.9 Billion dollars.
Guess Who? Their life from beginning to present.
I was born on July 19, 1953,
to a family that didn ’ t have a lot of money.
Money was a challenge
as my mother was a receptionist and my father was a World War II veteran
working as a diaper delivery driver.
They didn’t have a college education,
but they worked hard for the family, and they loved their work.
I don’t know if they were ever able to enjoy life.
When my father fractured his ankle while working,
it brought us to our lowest point.
Little money in our pockets, medical bills to pay,
we lived by the day.
It was difficult seeing hard working people struggle for survival.
I promised myself it wouldn’t happen to anyone else.
Most people work their first job at 18.
My first job was at 12 years old.
I sold newspaper and worked in a local cafe.
I guess you can say my childhood wasn’t really much
of a childhood except for playing sports.
I wasn’t a straight-A student or most voted to succeed,
but I was really good at American Football.
It was a way
for me to escape my world and enjoy something I was good at.
I worked hard and was awarded
a football scholarship to Northern Michigan University
where I became the first person in my family to go to college.
I always knew I wouldn’t become a professional football player,
but I did know I wanted to be educated.
I worked hard for it and became the first person
in my family to graduate from college.
I worked various jobs and have always been determined to succeed at my goals.
At 26 years old,
I became Vice President in charge of sales for a Swedish Houseware company – no,
it’s not IKEA if that’s what you’re thinking. In some people’s minds, this would be seen as”successful”.
I mean, Vice President isn’t an easy job title
at such a young age.
But not me.
I didn’t feel happiness, joy or fulfillment.
我不觉得幸福 高兴 或满足
Not until I visited a shop that was placing large orders for one of our items;
a drip coffeemaker.
At the time, the two owners were selling whole coffee beans, teas,
spices and coffee-making accessories.
I felt their passion and love for something as simple as coffee.
Can you believe it?
Keep in mind,
this was 1981 when coffee was a quick drink to get you through the workday.
I knew this was where I belonged.
I fell in love
with what they created and the passion they had for something that was overlooked.
For 1 year, I called, I asked,
I nagged and I visited asking
them to let me join their team.
I must have annoyed them really badly because later that year,
I became their Director of Marketing.
1 year into the job, I went on a business trip to Milan.
And what I saw was a complete difference from American coffee drinking culture.
People actually sat down and enjoyed their drinks.
It was more than a drink, it was a relationship –
a place where people went to meet, talk,
and appreciate a finely made coffee.
this was what we need I thought,this was my second Eureka moment.
I told the owners of my vision,
but they wanted to stay true to their current business
of selling bulk items, not individual drinks. I didn’t blame them.
Americans at the time didn’t even know what a latte was!
I decided I would create my own coffee shop.
The challenge was trying to raise $ 1.6 million dollars in 1 year.
I spoke to 242 people, and 217 said”no” – that’s a 90% no by the way.
我告诉了242个人 有217个人说了不 也就是说90％的人否定了我的想法
They’d tell me it wasn’t worth the money.
That it wouldn’t work.
That there was no real profit in such a business.
I won’t lie.
I was discouraged and I even questioned my idea.
But growing up poor, I wasn’t after profits or millions.
I was after my dreams to become a reality.
I didn’t get my full $1.6 million,
but I got what I needed to open my first shop,”Il Giornale”. I made many mistakes in that first store,
but I learned very quickly and picked myself up
until we were making annual sales of half a million dollars.
I was one step closer to my goal.
But something was still missing.
Remember that shop I had to be apart of and worked for?
well soon after, the owners decided to sell their business.
I had a deep relationship with that shop and I just couldn’t let it go.
I bought their 6 stores for $ 3.8 million dollars
and combined my stores with their 6 and became the CEO of Starbucks Coffee.
You heard it correctly.
Starbucks was that first coffee shop I walked into,
worked for, and eventually bought.
Although, it wasn’t the Starbucks you know today.
Over the years, I managed to transform it
into the drink shop I always imagined
that people said was”dumb”, a”bad idea”,”wouldn’t work”.
It’s grown to be a place that is more than specialty coffee drinks,
but a place to study, meet friends and feel comfortable.
还成为了学习 会友 休闲的好去处
There are now more than 26,736 Starbucks stores
in more than 75 countries employing over 300,00 people.
But that’s not where my successes lie.
I found my success when I was finally
able to give back to every Starbucks employee or,
partners is what I call them, with stock options,
free health care, dental care, retirement plans,
回馈他们股份 免费的医疗保险 牙科护理 退休福利
adoption assistance, and paid college tuition for all of our partners.
My father passed away before he could see what I’ve done.
But I think he’d be proud
to see Starbucks providing hard working class people
with benefits he wasn’t able to enjoy or provide.
No, I wasn’t the original founder of Starbucks Coffee Company.
But I had the goal to build a relationship between man and coffee,
and I made it into the Starbucks you know today.
Most of all,
I had the dream to build a company that my father was never able to work for.
A company that treated their employees
how my father and family wanted to be treated.
It was never about the money, the profits or the possible wealth.
It was about the people I would help.
That is my success.
That is my greatest achievement.
My name is Howard Schultz,
and I am the rags to riches who built Starbucks Coffee Company
into one of the world’s most recognizable brands.
I grew up poor in the housing projects of Brooklyn, New York.