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Business, Politics & Society

Overinvest in Culture

Howard Schultz

Lesson time 07:49 min

Howard defines what culture means to him and ways to maintain a healthy balance.

Howard Schultz
Business Leadership
Former Starbucks CEO shares lessons from nearly 40 years of leading one of the world’s top brands.
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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.

The MasterClass is highly authentic and backed by specific examples, and past real-life cases. Well-paced and clear in both learning topics and articulation.

I enjoyed this class. It was definitely a big picture overview of running a company. My one regret in reading this is how much shorter this class was compared to many of the others. Great speaker though.

It made very complex business ideas easy to understand

In this unusual time, the leading in crisis resonated with me. Being authentic, not being fearful of sharing the truth about financials and the hard decisions to come out of the hard times, survive and thrive.


Tanveer K.

Brilliant! Joules of wisdom and practical insights into establishing a successful and enduring business. His analogy of family culture underpins the signification he attaches to investing in the culture of a company...and how must it integrate with the brand equity of a company. Indeed a highly inspirational and humane story.

Cédric J.

Leçon 7 : Howard Schultz : Overinvest in Culture Le business d'y il y a 20 à 10 ans est devenu un : attrape-tout. Il est important de créer un Business qui dur. Individuellement ou collectivement : Façonner les croyances de l'organisation. Et les croyances sont les fondations : pour la culture de la compagnie, et l'ensemble des valeurs. Les clients c'est comme aidé un enfant qui tombe : tu l'aide à se relever. Les 2 équités : Établir de la confiance : avec votre équipe et vos clients. Ça doit être cela, pour 100% de notre temps, c'est ce que nous sommes. Les 2 équités de la marque sont ce qui reflète la culture de la compagnie. Poser 10 QUESTIONS à propos de la culture et des valeurs de la compagnie, il signe avec leur nom ou non. (À son équipe). À propos de la compagnie, du business, de l'environnement, du manager, les séniors et tu seras SURPRIS.

Ana Laura C.

I think the content of this lesson is very important for any organization, we have establish cultural values in order to appreciate our people inside the organization and let them know that they are part of something that is greater than themselves.

Fiores F.

Loved this lesson! Culture is an everyday thing. I have worked in different companies and more than once I lived the experience of being in a company with a set of values in the wall but VERY different practices that, with time, became the culture. It was very hard for me when I was meeting with a customer and I had to talk about the values in the wall knowing that the reality was different.

A fellow student

Valuable lessons learned especially how values affect business and its success. Also very important point is the role of investing in the wheel-being of our people in our business and treating them as family.

A fellow student

This lesson is particularly useful on the part Howard explains on culture audit, which is crucial in keeping our company going in the long term. In today's scenario, most importantly it also depends on the leader himself / herself, if the individual is willing to accept criticisms, reoriented company's goal when things are not working out. It would have been better if howard explains how does he deals with negative feedback or negative employees.

Sami A.

This class sessions is a masterpiece. Howard has passion and enthusiasm, loved and enjoyed what he was doing for his family, team members, and community. Such an inspiration.


More anecdotes. Get in the mud. Use examples more often to support your claims. These examples, anecdotes help viewers correlate concepts to their own challenges and opportunities.

Ekin Ö.

When I read about how Howard brought the Italian coffee shop concept to the US, I immediately noticed that the success behind Starbucks is culture. If the first thing I'm looking for in a new city is a Starbucks, it means that Starbucks is my second home. Whenever there is one around, I feel comfortable.

Harris G.

I wish I could have listened to Howard 25 years ago when I first started my own business. But then, I guess Howard would have liked to listen to Howard 25 years ago. I wish he would run for President. We need a guy like him: smart, kind-hearted, with his ego in check.