The keynotes by Howard Schultz discuss the branding behind Starbucks and what it takes to build an equally successful company. Currently, Schultz serves as the Chairman, CEO and President of the iconic coffee brand. He received his bachelor's degree in communications at Northern Michigan University. Upon graduating, he began working for Xerox corporation as a salesperson.
After a buying trip to Italy for Starbucks, he was inspired to create a new mantra for the company. Excited by the communal and cultural vibes that existed in Italian cafes and neighborhoods, as well as the high number of coffee shops, he came hope with hopes to transform the company.
He became the CEO of the company in 2000 and after a eight year break, he assumed the position again in 2008. The keynotes by Howard Schultz are fascinating and insightful and often refer to his book 'Pour Your Heart Into It: How Starbucks Built a Company One Cup at a Time.'