In Chapter 1, “The Starbucks Connection,” Joseph reminds us of Starbucks’ mission, Howard Schultz’s “Transformation Agenda”, and its tactical “seven bold moves” which are focused on long-term viability. The Transformation Agenda is detailed in Onward: How Starbucks fought for its Life without Losing Its Soul.
Mission: “To inspire and nurture the human spirit”
Transformation Vision: “To become an enduring, great company with one of the most recognized and respected brands in the world, known for inspiring and nurturing the human spirit.”
The seven bold moves:
- Be the undisputed coffee authority.
- Engage and inspire our partners.
- Ignite the emotional attachment with our customers.
- Expand our global presence — while making each store the heart of the local neighborhood.
- Be the leader in ethical sourcing and environmental impact.
- Create innovative growth platforms worthy of our coffee.
- Deliver a sustainable economic model.
Consider the elegance of nurturing the “human spirit” to create an “enduring, great company” by being an authority  and leader with impact  while inspiring partners  and emotionally connecting with customers  through an innovative growth platform  that fosters presence  and is founded on a sustainable economic model .
Then consider: Are you an authority?  Are you having an impact?  Are you inspiring partners?  Are you emotionally connecting with customers?  Are you fostering an innovative growth platform?  Are you achieving presence  atop a sustainable economic model ? Fundamentally, how are you catalyzing the human spirit into an enduring, great company?