Why Starbucks Keeps Taking A Stand And Profiting

In Culture, Leadership, Purpose, Mission & Values

Starbucks CEO Howard Schultz is not one to shy away from taking a stand. Be it related to employee welfare, broader societal issues or quality control, and it pays. In this video, we’ll talk about why Schultz continues to take a stand, often despite shareholder objections, and how that impacts the company.


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BarryBarry Chandler is the co-founder of Storyforge, a strategy company focused on helping companies discover their purpose allowing them to achieve their vision, build preference and drive 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.