Why Starbucks Doesn’t Put Shareholders First And Why That Matters

In Conscious Capitalism

CEO Of Starbucks Howard Schultz regularly courts controversy for not just speaking his mind about society’s ills but by aligning the business of Starbucks with these beliefs. Though shareholders perceive his investments in social causes and community projects as distractions, they have also enjoyed a great return on their investment over the years.

In this video we discuss why it is important to not put shareholders first in your business.

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Barry Chandler is the co-founder of Storyforge, a strategy company focused on helping companies discover their purpose, forging their unique story, building preference and driving margin.

Barry has been building award winning businesses since launching his first company in Ireland in 2003. His last company, a digital marketing agency, was acquired in 2012 by a California-based publicly traded entertainment company which then hired him as Chief Marketing Officer. It is his belief that the greatest brands seek to change the world, improving the lives of their associates, partners, and customers.