Part one: rediscovering coffee, the years up to 1987 Imagination, dreams, and humble origins A strong legacy makes you sustainable for the future To Italians, espresso is like an aria "Luck is the residue of design" Naysayers never built a great enterprise The imprinting of the company's values Part two: reinventing the coffee experience, the private years, 1987-1992 Act your dreams with open eyes If it captures your imagination, it will captivate others People are not a line item, Starbucks mission statement A hundred-story building first needs a strong foundation Don't be threatened by people smarter than you The value of dogmatism and flexibility Part three: renewing the entrepreneurial spirit, the public years, 1992-1997 Wall Street measures a company's price, not its value As long as you're reinventing, how about reinventing yourself? Don't let the entrepreneur get in the way of the enterprising spirit Seek to renew yourself even when you're hitting home runs Crisis of prices, crisis of values The best way to build a brand is one person at a time Twenty million new customers are worth taking a risk for You can grow big and stay small How socially responsible can a company be? How not to be a cookie-cutter chain When they tell you to focus, don't get myopic Lead with your heart
