Onward (46 page)
If done right—and it had to be done right—the leadership conference in New Orleans would raise our company's level of personal accountability, passion, and performance.
Top: Howard in New Orleans with guest Bono, lead singer of U2 and activist, announcing the partnership between (RED) and Starbucks.
In the early stages of Starbucks’ transformation, people from throughout the organization came together in large and small working groups to reconnect with our values and identify business priorities. From these sessions two key documents emerged: Starbucks’ new mission statement, which articulated our guiding principals, and the Transformation Agenda, which identified our goals.
What does it mean to reinvent an icon?
Starbucks partners sign an enlarged copy of Starbucks’ new mission statement, which begins, “To inspire and nurture the human spirit.”
Upon returning as Starbucks’ ceo, I wanted to reawaken our entrepreneurial spirit and remind our partners of the excitement that comes from assaulting the status quo and trusting yourself and your coworkers, and above all from creating truly great products. The results—unexpected beverages, new store designs, engaging digital experiences—are reigniting the emotional connection we share with our customers.