After stepping out of the day to day running of the Starbucks business, Howard Schultz famously wrote a critical memo in 2007 to his senior management team saying that "in the headlong rush for growth, Starbuck's had lost it's soul". Schultz suggests that growth and success can cover up issues and that the arrogant feeling that may come with success is not good either for an individual or organisation.
Schultz stepped back into the running of the organisation, ( after Starbucks experienced a tough time with the market and adverse publicity) to now re-establish the view that the organisation wants to be 'invited' into where they do business, he says "to be thoughtful and respectful as a brand and to earn the respect and trust from a community".
To listen to the complete interview join this link at 30:45 http://www.bbc.co.uk/iplayer/console/b010y30t Schultz has just launched his business strategy book titled 'Onward'.
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