A couple of years ago, I had the opportunity to meet the entrepreneur behind Starbucks, Howard Schultz, when he spoke to an entrepreneurs’ group in Southern California. Schultz was touring in support of his book, Onward: How Starbucks Fought for Its Life Without Losing Its Soul. He gave a prepared talk, describing how in the late 2000s he steered Starbucks out of its crisis of overexpansion and loss of identity.

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