You’ve worked hard over the years. You’re wiser now than ever before. Your title proves it. You’ve earned the right .. right? Wrong. Your title is as relevant to your brand as the name and identity of Dave is relevant to all Dave’s. You get out of your title exactly what you put into it.
Howard Schultz, CEO of Starbucks his goals: profitability above all – but his identity brand is “the leader who humanized coffee culture” and allowed his values-driven leadership to percolate for each and every employee of Starbucks.
Fun fact: he took a trip to Italy in 1983, where he became enamored with how coffee was sold and enjoyed. He was determined to bring what he discovered to the United States. “In each shop I visited, I began to see the same people and interactions, and it dawned on me that what these coffee bars had created, aside from the romance and theater of coffee, was a morning ritual and a sense of community.”
The emotional connection Schultz had with coffee culture in Italy left a great taste in his mouth – well beyond the bean. His leader brand embodied this – and everything he did was tied back to his quest for creating a community where people connected, before all else.
Scultz officially stepped down as (the company’s third time) CEO in March 2023, where he last served to transition the new leadership. Schultz then served on the board of directors until September 2023 as part of a phased transition of his exit strategy. He remains one of Starbucks’ largest shareholders.
Howard Schultz wasn’t just CEO of Starbucks. His leadership brand was all about humanizing coffee culture — creating “the third place” where people felt they belonged. He brewed values into every cup.
Now, your turn:
What’s in Your Blend?
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- Write down the top 3 ‘ingredients’ people taste when they experience your leadership (e.g., passion, empathy, trustworthiness, decisiveness, vision… )
- Are they intentional, or have they just been ‘grinded’ in by habit?
Remember – your title is like the cup — nothing more than a container. Your leadership identity is the flavor inside.
If the cup were plain, would your flavor still be unmistakable?