This video is from April 5, 2011 in Los Angeles, CA taped at Zipper Hall at The Colburn School.

Starbucks CEO Howard Schultz in conversation with Sharon Waxman, Editor-in-Chief, TheWrap.com

How Starbucks Fought For Its Life Without Losing Its Soul

In 2008, Howard Schultz, the president and chairman of Starbucks, made the unprecedented decision to return as the CEO eight years after he stepped down from daily oversight of the company and became chairman. Concerned that Starbucks had lost its way, Schultz was determined to help it return to its core values and restore not only its financial health, but also its soul. In this exclusive Los Angeles appearance he shares the story of his return and the company’s ongoing transformation under his leadership, revealing how, during one of the most tumultuous economic times in history, Starbucks again achieved profitability and sustain ability without sacrificing humanity.

Schultz joined Starbucks in 1982 as director of operations and marketing when Starbucks had four stores. After visiting Italy, he had a vision to bring the Italian coffeehouse tradition back to Seattle, creating a third place between work and home. In order to pursue this dream, Schultz left Starbucks to start his own coffee company called Il Giornale and returned in August 1987 to purchase Starbucks with the help of local investors. Schultz went on to create two landmark programs for Starbucks partners (employees): comprehensive health coverage for part-time partners and equity in the company in the form of stock options.

From that foundation, Starbucks has grown to more than 16,000 stores in neighborhoods around the world.

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