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<TABLE CELLSPACING=0 CELLPADDING=0><TR><TD>PROLOGUE</TD><TD WIDTH=40></TD><TD VALIGN=TOP>1</TD><TD VALIGN=TOP>(8)</TD></TR><TR><TD>PART ONE  REDISCOVERING COFFEE THE YEARS UP TO 1987</TD><TD WIDTH=40></TD><TD VALIGN=TOP>9</TD><TD VALIGN=TOP>(88)</TD></TR><TR><TD><TABLE CELLSPACING=0 CELLPADDING=0><TR><TD WIDTH=20></TD><TD>CHAPTER 1  Imagination, Dreams, and Humble Origins</TD></TR></TABLE></TD><TD WIDTH=40></TD><TD VALIGN=TOP>11</TD><TD VALIGN=TOP>(13)</TD></TR><TR><TD><TABLE CELLSPACING=0 CELLPADDING=0><TR><TD WIDTH=20></TD><TD>CHAPTER 2  A Strong Legacy Makes You Sustainable for the Future</TD></TR></TABLE></TD><TD WIDTH=40></TD><TD VALIGN=TOP>24</TD><TD VALIGN=TOP>(14)</TD></TR><TR><TD><TABLE CELLSPACING=0 CELLPADDING=0><TR><TD WIDTH=20></TD><TD>CHAPTER 3  To Italians, Espresso Is Like an Aria</TD></TR></TABLE></TD><TD WIDTH=40></TD><TD VALIGN=TOP>38</TD><TD VALIGN=TOP>(16)</TD></TR><TR><TD><TABLE CELLSPACING=0 CELLPADDING=0><TR><TD WIDTH=20></TD><TD>CHAPTER 4  "Luck Is the Residue of Design"</TD></TR></TABLE></TD><TD WIDTH=40></TD><TD VALIGN=TOP>54</TD><TD VALIGN=TOP>(11)</TD></TR><TR><TD><TABLE CELLSPACING=0 CELLPADDING=0><TR><TD WIDTH=20></TD><TD>CHAPTER 5  Naysayers Never Built a Great Enterprise</TD></TR></TABLE></TD><TD WIDTH=40></TD><TD VALIGN=TOP>65</TD><TD VALIGN=TOP>(15)</TD></TR><TR><TD><TABLE CELLSPACING=0 CELLPADDING=0><TR><TD WIDTH=20></TD><TD>CHAPTER 6  The Imprinting of the Company's Values</TD></TR></TABLE></TD><TD WIDTH=40></TD><TD VALIGN=TOP>80</TD><TD VALIGN=TOP>(17)</TD></TR><TR><TD>PART TWO  REINVENTING THE COFFEE EXPERIENCE THE PRIVATE YEARS, 1987--1992</TD><TD WIDTH=40></TD><TD VALIGN=TOP>97</TD><TD VALIGN=TOP>(80)</TD></TR><TR><TD><TABLE CELLSPACING=0 CELLPADDING=0><TR><TD WIDTH=20></TD><TD>CHAPTER 7  Act Your Dreams with Open Eyes</TD></TR></TABLE></TD><TD WIDTH=40></TD><TD VALIGN=TOP>99</TD><TD VALIGN=TOP>(11)</TD></TR><TR><TD><TABLE CELLSPACING=0 CELLPADDING=0><TR><TD WIDTH=20></TD><TD>CHAPTER 8  If It Captures Your Imagination, It will Captivate Others</TD></TR></TABLE></TD><TD WIDTH=40></TD><TD VALIGN=TOP>110</TD><TD VALIGN=TOP>(13)</TD></TR><TR><TD><TABLE CELLSPACING=0 CELLPADDING=0><TR><TD WIDTH=20></TD><TD>CHAPTER 9  People Are Not a Line Item</TD></TR></TABLE></TD><TD WIDTH=40></TD><TD VALIGN=TOP>123</TD><TD VALIGN=TOP>(17)</TD></TR><TR><TD><TABLE CELLSPACING=0 CELLPADDING=0><TR><TD WIDTH=40></TD><TD>Starbucks Mission Statement</TD></TR></TABLE></TD><TD WIDTH=40></TD><TD VALIGN=TOP>139</TD><TD VALIGN=TOP>(1)</TD></TR><TR><TD><TABLE CELLSPACING=0 CELLPADDING=0><TR><TD WIDTH=20></TD><TD>CHAPTER 10  A Hundred-Story Building First Needs a Strong Foundation</TD></TR></TABLE></TD><TD WIDTH=40></TD><TD VALIGN=TOP>140</TD><TD VALIGN=TOP>(13)</TD></TR><TR><TD><TABLE CELLSPACING=0 CELLPADDING=0><TR><TD WIDTH=20></TD><TD>CHAPTER 11  Don't Be Threatened by People Smarter Than You</TD></TR></TABLE></TD><TD WIDTH=40></TD><TD VALIGN=TOP>153</TD><TD VALIGN=TOP>(11)</TD></TR><TR><TD><TABLE CELLSPACING=0 CELLPADDING=0><TR><TD WIDTH=20></TD><TD>CHAPTER 12  The Value of Dogmatism and Flexibility</TD></TR></TABLE></TD><TD WIDTH=40></TD><TD VALIGN=TOP>164</TD><TD VALIGN=TOP>(13)</TD></TR><TR><TD>PART THREE  RENEWING THE ENTREPRENEURIAL SPIRIT THE PUBLIC YEARS, 1992--1997</TD><TD WIDTH=40></TD><TD VALIGN=TOP>177</TD><TD VALIGN=TOP>(162)</TD></TR><TR><TD><TABLE CELLSPACING=0 CELLPADDING=0><TR><TD WIDTH=20></TD><TD>CHAPTER 13  Wall Street Measures a Company's Price, Not Its Value</TD></TR></TABLE></TD><TD WIDTH=40></TD><TD VALIGN=TOP>179</TD><TD VALIGN=TOP>(11)</TD></TR><TR><TD><TABLE CELLSPACING=0 CELLPADDING=0><TR><TD WIDTH=20></TD><TD>CHAPTER 14  As Long As You're Reinventing, How About Reinventing Yourself?</TD></TR></TABLE></TD><TD WIDTH=40></TD><TD VALIGN=TOP>190</TD><TD VALIGN=TOP>(15)</TD></TR><TR><TD><TABLE CELLSPACING=0 CELLPADDING=0><TR><TD WIDTH=20></TD><TD>CHAPTER 15  Don't Let the Entrepreneur Get In the Way of the Enterprising Spirit</TD></TR></TABLE></TD><TD WIDTH=40></TD><TD VALIGN=TOP>205</TD><TD VALIGN=TOP>(10)</TD></TR><TR><TD><TABLE CELLSPACING=0 CELLPADDING=0><TR><TD WIDTH=20></TD><TD>CHAPTER 16  Seek to Renew Yourself Even When You're Hitting Home Runs</TD></TR></TABLE></TD><TD WIDTH=40></TD><TD VALIGN=TOP>215</TD><TD VALIGN=TOP>(15)</TD></TR><TR><TD><TABLE CELLSPACING=0 CELLPADDING=0><TR><TD WIDTH=20></TD><TD>CHAPTER 17  Crisis of Prices, Crisis of Values</TD></TR></TABLE></TD><TD WIDTH=40></TD><TD VALIGN=TOP>230</TD><TD VALIGN=TOP>(13)</TD></TR><TR><TD><TABLE CELLSPACING=0 CELLPADDING=0><TR><TD WIDTH=20></TD><TD>CHAPTER 18  The Best Way to Build a Brand Is One Person at a Time</TD></TR></TABLE></TD><TD WIDTH=40></TD><TD VALIGN=TOP>243</TD><TD VALIGN=TOP>(24)</TD></TR><TR><TD><TABLE CELLSPACING=0 CELLPADDING=0><TR><TD WIDTH=20></TD><TD>CHAPTER 19  Twenty Million New Customers Are Worth Taking a Risk For</TD></TR></TABLE></TD><TD WIDTH=40></TD><TD VALIGN=TOP>267</TD><TD VALIGN=TOP>(8)</TD></TR><TR><TD><TABLE CELLSPACING=0 CELLPADDING=0><TR><TD WIDTH=20></TD><TD>CHAPTER 20  You Can Grow Big and Stay Small</TD></TR></TABLE></TD><TD WIDTH=40></TD><TD VALIGN=TOP>275</TD><TD VALIGN=TOP>(17)</TD></TR><TR><TD><TABLE CELLSPACING=0 CELLPADDING=0><TR><TD WIDTH=20></TD><TD>CHAPTER 21  How Socially Responsible Can a Company Be?</TD></TR></TABLE></TD><TD WIDTH=40></TD><TD VALIGN=TOP>292</TD><TD VALIGN=TOP>(14)</TD></TR><TR><TD><TABLE CELLSPACING=0 CELLPADDING=0><TR><TD WIDTH=20></TD><TD>CHAPTER 22  How Not to Be a Cookie-Cutter Chain</TD></TR></TABLE></TD><TD WIDTH=40></TD><TD VALIGN=TOP>306</TD><TD VALIGN=TOP>(12)</TD></TR><TR><TD><TABLE CELLSPACING=0 CELLPADDING=0><TR><TD WIDTH=20></TD><TD>CHAPTER 23  When They Tell You to Focus, Don't Get Myopic</TD></TR></TABLE></TD><TD WIDTH=40></TD><TD VALIGN=TOP>318</TD><TD VALIGN=TOP>(12)</TD></TR><TR><TD><TABLE CELLSPACING=0 CELLPADDING=0><TR><TD WIDTH=20></TD><TD>CHAPTER 24  Lead with Your Heart</TD></TR></TABLE></TD><TD WIDTH=40></TD><TD VALIGN=TOP>330</TD><TD VALIGN=TOP>(9)</TD></TR><TR><TD>ACKNOWLEDGMENTS</TD><TD WIDTH=40></TD><TD VALIGN=TOP>339</TD><TD VALIGN=TOP>(2)</TD></TR><TR><TD>INDEX</TD><TD WIDTH=40></TD><TD VALIGN=TOP>341</TD><TD></TD></TR></TABLE>

The chairman and CEO of Starbucks relates how he and his team built a small Seattle company into a nationwide business phenomenon

Pour your heart into it : how Starbucks built a company one cup at a time