Howard Behar

Former President of Starbucks Coffee

Howard Behar champions the idea that if you regard employees and customers as human beings, everything else will take care of itself. Behar is the former president of Starbucks Coffee Company North America and Starbucks Coffee International. Initially serving as vice president of sales and operations, Behar grew one of the world’s most recognizable brands from 28 retail stores to more than 400 stores by the time he was named president of Starbucks Coffee in 1995. A frequent speaker on the topics of organizational and personal leadership, Behar is committed to exchanging ideas and creating dialogue around the ways we lead ourselves and others in organizations today.

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Howard Behar's career in business spans over 50 years, all in consumer oriented businesses covering several industries. He retired from Starbucks Coffee after 21 years where he led both the domestic business, as President of North America, and was the founding President of Starbucks International. During his tenure, he participated in the growth of the company from only 28 stores to over 15,000 stores spanning five continents. He served on the Starbucks Board of Directors for twelve years before retiring.

Howard now serves on several Boards including for-profit and non-profit organizations. They include Anna's Linens, Sterling Savings Bank, Wild Ginger Restaurants, EZ Grill, Inc. and the advisory board of Anthos Capital. His non-profit commitments are to the University of Washington Foundation, The Robert Greenleaf Center for Servant Leadership and the Washington Business Alliance.

Howard is committed to the development and education of our future leaders and has been a long time advocate of the Servant Leadership Model. He has also authored a book on leadership titled It's Not About the Coffee.

Howard lives in Mercer Island, Washington, with his wife Lynn, and enjoys spending time with his children and his five grandchildren.

10 Principles of Personal Leadership

1. Know Who You Are: Wear One Hat
Our success is directly related to our clarity and honesty about who we are, who we’re not, where we want to go, and how we’re going to get there. When organizations are clear about their values, purpose, and goals, they find the energy and passion to do great things.

2. Know Why You’re Here: Do It Because It’s Right, Not Because It’s Right for Your Resume
The path to success comes from doing things for the right reasons. You can’t succeed if you don’t know what you’re trying to accomplish and without everyone being aligned with the goal. Look for purpose and passion in yourself and the people you lead. If they’re not there, do something.

3. Think Independently: The Person Who Sweeps the Floor Should Choose the Broom
People are not “assets,” they are human beings who have the capacity to achieve results beyond what is thought possible. We need to get rid of rules–real and imagined–and encourage independent thinking in others and ourselves.

4. Build Trust: Care, Like You Really Mean It
Caring is not a sign of weakness but rather a sign of strength, and it can’t be faked—within an organization, with the people we serve, or in the local or global community. Without trust and caring we’ll never know what could have been possible. Without freedom from fear, we can’t dream and we can’t reach our potential.

5. Listen for the Truth: The Walls Talk
Put the time into listening, even to what's not said, and amazing results will follow. You’ll know what your customers want, you’ll know why the passion is missing from your organization, you’ll learn solutions to problems that have been sitting there waiting to be picked.

6. Be Accountable: Only the Truth Sounds like the Truth
No secrets, no lies of omission, no hedging and dodging. Take responsibility and say what needs to be said, with care and respect.

7. Take Action: Think like a Person of Action, and Act like a Person of Thought
Find the sweet spot of passion, purpose, and persistence. “It’s all about the people” isn’t an idea, it’s an action. Feel, think, do. Find the balance, but act.

8. Face Challenge: We Are Human Beings First
Use all the principles to guide you during the hardest times. If the challenge is too big, if you’re stuck, take smaller bites. But remember to put people first, and you’ll find the guidance you need.

9. Practice Leadership: The Big Noise and the Still, Small Voice
Leading can be the noisy, “I’m here!” kind of thing. But don’t ever forget that leaders are just ordinary human beings. Don’t let big noises crowd out the truth. Listen to your still, small voice. Let quiet be your guide.

10. Dare to Dream: Say “Yes,” the Most Powerful Word in the World
Big dreams mean big goals, big hopes, big joys. Say “yes” and enjoy all that you are doing, and help others to do the same.

I heard from so many folks how much they enjoyed your keynote – both in your delivery (YOU have great energy!) as well as the content, including: "Best opening keynote of a conference - ever" and "So timely and helpful.”

University of Washington
The CASE conferees were totally moved by your words, wisdom and rare authenticity. Those of us at the UW who claim you as our very own (i.e. basically, all of us), were popping buttons.

University of Washington
Thank you so very much for the awesome keynote speech you gave last weekend. It was very highly rated and it contained some key messages about how to treat people. I like to think I'm a ‘Wear One Hat’ kind of guy. The description of that Principle resonates with me the most.

1-800-Got-Junk
'Fantastic event'...'blockbuster speaker'...It's no surprise that Howard topped all our speakers this year.

Business Marketing Association of Colorado
You were a true shining light at the show. In one way or another, you touched everyone, specially me.

West Coast Bowling Convention
I listened intently to every word you had to say. Your gift to communicate and pull people into your stories and life experiences is extraordinary.

Starbucks Coffee Co / Licensed Stores
I continue to work at being aware of making sure I have my hat on as I continue to live the mission of service. Thank you so much for the inspiration.

Sophia Foundation

December 2007
It's Not About the Coffee: Leadership Principles from a Life at Starbucks
During his many years as a senior executive at Starbucks, Howard Behar helped establish the Starbucks culture, which stresses the importance of people over profits. It’s Not About the Coffee starts with the idea that if you regard employees and customers as human beings, everything else will take care of itself. If you think of your staff as people (not labor costs) they will achieve results beyond what is thought possible. And if you think of your customers as people you serve (not sources of revenue) you’ll make a deep connection with them, and they’ll come back over and over. Behar believes that as work becomes less hierarchical and as the world economy becomes more and more about relationships and connecting, the principles of personal leadership are more important than ever.

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