6 mins read . by Sandeep Mahagaonkar . July 21, 2018
It’s late at night and Howard cannot sleep. How could he? He has a big meeting the next day, one that is going to decide the outcome of a proposal that he has meticulously planned and painstakingly worked to go in his favour. It’s taken Howard nearly a year to convince Jerry Baldwin to hire him in his company as the head of marketing to oversee all the retail stores. Jerry, the president of the company seems receptive to the idea, but needs to consult his partners Gordon Bowker and Steve Donovan before a decision is made.
It seems like an easy win, given all the discussions Howard has had with Jerry in the past – understanding the vision of the company and then sharing his list of ideas to expand the business that is aligned with the vision – it has to work. It was a sound plan, atleast on paper. Howard tries to sleep, but his thoughts don’t subside keeping him awake. The meeting is planned the next day and a final decision is to be made that will seal the fate of a long standing judgement.
The year is 1982 and place is San Francisco. The company in question – Starbucks!
Morning arrives what seems to have taken an eternity. The meeting however is scheduled over dinner. Another lifetime, Howard thinks.
Howard arrives at the venue, an Italian restaurant, uphill from the financial district. He circles the block once to pump up his confidence and be at his impressive best. He has to impress Gordon and Steve. A lot is at stake. Howard has decided to quit his $75,000 a year job with superior benefits and join Starbucks at a much lower pay. A cloud of uncertainly prevails on this new career choice as coffee is not popular in America, yet! Also, he has to move from New York to the west coast. Stay back in your current job, his mother has offered. Howard has ignored this well intended advice, for his heart now belongs to Starbucks. The romance has been brewing for a year and two gentlemen are to decide the fate of this marriage. A heartbreak is likely, but Howard doesn’t consider that as a potential outcome.
Passion is a great thing. It adds to the sweetness of life. However add more sugar than what is necessary, the dish no longer appeals to the palate. Was Howard soon to realise this fact?
The meeting goes well. Howard charms the Starbucks team with his youthful energy and enthusiasm. He argues that Starbucks has the potential to become a national phenomenon and expand beyond the 4 stores that it currently has. You’ve got a real jewel, he tells them. He sells stories of how he’s served Starbucks coffee to his friends and how enthused they’ve been by its dark, rick taste. If New Yorkers love Starbucks coffee, so would people in Chicago, Boston, Washington, everywhere, he contends.
Steve and Gordan seem to nod in approval and appear inspired by Howard’s vision for the company. Jerry’s eye twinkle with a glimmer of hope. Howard senses he’s nailed it. Coffee is served and Howard drinks it with relish. The aroma of Italian coffee fills the air. The aroma of victory, Howard thinks. The meeting concludes with handshakes and Howard congratulates himself on a job well done. He calls his girlfriend Sheri and informs her everything is on track as planned.
Howard returns to New York and awaits Jerry to telephone him the next day. Howard cannot wait to hear the Starbucks team has considered his candidature. Those words have been ringing in his ears all night long. He has visualised how his new home would be, how he and Sheri would get married when he is in Starbucks, everything in picturesque detail. Starbucks has him in its spell. The two lovers are virtually inseparable and no force could potentially separate them. At least Howard thinks so, if not for the partners at Starbucks.
Jerry calls as promised. Howard raises from his seat in anticipation. I have bad news, Jerry informs. The Starbucks team believes it’s too risky to change too much. Howard is told that his plans are great, but the vision for Starbucks is different. Howard sinks back into his seat.
Passion has turned poison. Instead of charming them, Howard had alarmed them. Disruption appears to challenge the slow pace of growth that the partners have planned for Starbucks and decide to back off from the offer. Howard is devastated. He cannot believe what Jerry just said and is not willing to take ‘no’ for an answer.
What does one do when said no? What does one do when his/her ideas are rejected? What do most of us do? Resign to fate perhaps, and say it was not meant to be! Accept the higher order and look for an alternative route to a new, unplanned destination? It seems logical and practical to give up and embark on something new as luck was not on our side. But strong willed people like Howard challenge the decision. They summon every ounce of persuasion and perseverance to make things happen.
“When you really believe – in yourself, in your dream – you just have to do everything you possibly can to take control and make your vision a reality”
-Howard Schultz
The next day Howard calls Jerry. He informs him that he is making a terrible mistake. He speaks his heart out about the passion he has for Starbucks, for coffee, and about the opportunity to serve. Jerry confides that the partners were worried that committing to Howard was committing a new direction for the company, to the culture, to the style of entrepreneurship. Bringing in Howard was to grant a license to change that could potentially shake the very foundation of the company. And this the partners were not prepared.
Howard silently listens. He still can give up. Many would. There is nothing he can do to change this perception. Or can he? Howard then decides to use the last of his ammunition to win the battle. The battle is not against an enemy. It is against a belief that needs to be annihilated before it becomes a pervasive truth.
This is not about me, Jerry, but about the fate of Starbucks, Howard protests. It’s your company. It’s your vision. Someone needs to be courageous here, and it’s you. Don’t let anyone talk you out of something that you believe in your heart.
Jerry promises that he will rethink and sleep on it. Howard cannot. He is awake for third night in a row. With every passing hour his hope seems to diminish slightly. Can I pull this through, he asks Sheri. She doesn’t say anything. Silence sometimes can mean anything and Howard recognises it. Another night, he thinks. Another long night!
Jerry calls up the next morning and informs that Starbucks is going ahead with him for the job and that he has his commitment on the matter. When can you join us, Howard?
This was the beginning of what Starbucks was to become. Howard Schultz would go on to buy Starbucks in the next few years and become the CEO of the company – thereby scripting one of the dramatic stories on self-belief, passion and perseverance.
P.S: This blog was written by Sandeep in Starbucks as a tribute to a legend.
P.P.S: This story is reconstructed by Sandeep and is taken from the autobiography by Howard Schultz – Pour your heart into it. (a must read!)
