From Howard Schultz's MasterClass

Don't Pioneer. Disrupt.

Howard shares his thoughts on a question he gets from entrepreneurs: Should I disrupt an existing category or start a new one?

Topics include: Reducing the Risk of Failing


Howard shares his thoughts on a question he gets from entrepreneurs: Should I disrupt an existing category or start a new one?

Topics include: Reducing the Risk of Failing

Howard Schultz

Business Leadership

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Build a Business That Lasts

Former Starbucks CEO Howard Schultz rose from a childhood in public housing to leading a company that revolutionized the way the world drinks coffee. With no formal business education, he relied on his values while growing a 13-store chain into a global brand with more than 250,000 employees. In his 90-minute video series, Howard shares what he’s learned about business leadership and being an entrepreneur.


Students give MasterClass an average rating of 4.7 out of 5 stars.

Good insights for a newbie like myself! Smart advices. No wonder Starbucks made it that far.

Great Insight and valuable learning experience.

GREAT class! I'm a new entrepreneur and still have time to shape many aspects of the company I'm building. This class excavated many concepts I've intuitively felt or understood but never crystalized. It helped tremendously to hear the words and ideas take such powerful shape. Grateful to Mr Schultz for sharing so transparently.

Dear Howard Schultz - Please run for President. I liked how you matched business to your always made sure the business was profitable but then committed it to a giving culture as much as was reasonable. - A Blue Dog Democrat who laments the widening gap between left and right in America


Marty F.

Yes I felt too disrupt is better. Possibly before even deciding on a sector and even product like myself research info info competitors. Although as you mention identifying a high future growth potential sector will possibly tilt the odds slightly more in your favour to succeed. Glad I came to a great place for info. Gather gather information and possibly why you are deciding register your brand trademark in more than one territory with a special consideration for China and the US as the market sector is large.

Dianna Z.

Great ideas! I really like this format for this topic too, like sitting in a cafe with a mentor, just soaking up everything he's saying.

Carol D.

Thanks, Howard! This lesson gave me a few super important insights for a work assignment I have taken up. I would have totally overlooked some of these crucial elements, otherwise.

Bob B.

From my many years in business I can’t over emphasize how important it is too pick the right market, the right people and differentiate your offer based on a clear understanding of what your potential customer values and desires.

A fellow student

This seems great advice, rather than spending so much time, effort, and investment in a 'pioneering' approach, try to do something better than what already exists.

A fellow student

From what I have heard, we probably have political differences, but it's not apparent in his lectures. Very interesting!

A fellow student

Guys, I'm 21 years old but I'm working on my ideas of being an entrepreneur someday. So, I'd like to learn about things that I can anticipate in the future when you have your own business. After hearing Howard discuss asking as much as possible, I figure that I should put myself out there more.

Tom B.

There are so many businesses out there making it in may other markets. One of our clients rebuilds and repairs kilns and the parts needed to run the for the cement industry! Others are fabrication companies, machine shops, specialized computer mfg., most just compete some know how to disrupt things and they are the most fun to work with!

Roberta Artemisia C.

ok, everybody is saying in all courses oh how great ... but there is no real discussion of content... just some awe inspired considerations... it's a bit frustrating. I'd like to discuss - about different industries about different niches - how to figure out what people like or want and why etc

Michael W.

Great points regarding disrupting an industry, market, or category. Excellent advice. Howard Schultz shares great ideas for new entrepreneurs and companies to create their own opportunities for innovation and differentiation.