New York City it's a blazing hot Monday in July nineteen? Eighty one: twenty two year old, Howard Schulz heaves his way through a revolving door and trudges toward the elevator, as he hits the up button a code grew spots him in Russia's over. They work together, The company that manufacturers plastic household objects George squeezes adores clothes, shorts straight ahead. We avoid the repetitive Chechen outward how'd you weekend, by not do shabby hung up the pool and the Hamptons knows yeah. It was great short, tries to sound upbeat and sociable, but he can't deny it. The life is built feel dull and unrewarded, as if he he's,

the loft style apartment on Manhattans Upper EAST side with its tasteful salmon colored walls he's got to pay see car the heavily salary, the generous expense account the prestige he's emerged from a difficult, impoverished childhood, where ringing phone almost always announced a bill collector and he's the and his family, to go to college. Now six years after graduation he's a genuine moroccan success. But some things missing show is the kind of guy who needs a mission. A purpose and frittering away his weakens in the hamptons. Isn't it he makes his way into his office and stares out the window wishing he be anywhere else He even trade places with a guy on the street below selling peanuts from a push cart. He stirs is weak coffee, after all, as daydreaming, it's cold and

That's when he remembers last week he It is an odd billing pattern. He digs through is Cabinet for the invoice he studies it. There to be an error a small retailers in Seattle is placing unusually large orders for a plastic drip, coffee maker, the name of the company Starbucks Coffee tea and spice Few minutes later, his wife calls Hi Howard. How are you just thought? I'd say hello hi sweetie, I'm ok, I can't believe it's only Monday, I know well, in one or two structure too much just wanted to hear your voice, so you at home we listen, I have to tell you about something strange: there's this retailer in Seattle that has just for stores, but placing larger orders for our coffee maker than Macy's. Really. Why are there so many? I don't know.

Gotta figure out. What's going on at this company, hang out there myself. His curiosity is about up in his life, soon our shops we'll find his mission securing it won't be easy. Business, worse is sponsored by Light Box ever heard of lab grown diamonds lab grown diamonds or essentially chemically identical to natural ones, just made in a lab at Light Box, they ve hacked the process to grow gorgeous stones. Every time it starts with a tiny piece of lab grown diamond. Heated up at a plasma reactor to temperatures nearly as hot is the sun. After about two weeks, those laws- seeds grow into full stones. Now, here's where it gets really interesting Light box lab grown diamond Archest made the same every time there also price to the same each care. It is eight hundred dollars, mind blown

maybe even cracked, the science of color. So you can sparkling pink white and blue check him out at Light Box, jewelry doc, Calm, slash be w and make sure to use code be w for twenty five dollars off that Light Box, Elijah Hd B, o ex dot com, Slash D, W don't forget code, be W were twenty five dollars off. From wondering, I'm David Byrne and this business wars.

Every wildly successful company needs of visionary leader Duncan nuts have theirs. In the smiling determined bill Rosenberg and now his son Bob As of nineteen. Eighty one Duncan doughnuts has been successful for more than three decades in part, because the never faced major competition, but Howard Schulz is about to descend on Seattle and once he does Duncan doughnuts will finally have a worthy rival. This is episode to mission espresso, Schultz arrives in Seattle and Autumn Day in nineteen. Eighty one. Clean air is so sharp. It makes his lungs ache. He can't wait to get to the Starbucks door. Its located in Seattle. The original farmers market, the famous pike place, more, shields, makes his way through the enormous market he's never seen anything like he walked

stall where freshly caught salmon is displayed on beds of ice. He takes and the delicious aroma baking bread when he fell only reaches the Starbucks door. He surprised eyes by how small and unassuming it is a young violinist at the doors playing Mozart. Schulz up some change and is open case and enters the store. Deep fragrant scent of coffee beans practically overwhelms him. He gazed at the dozens of large bins full of beans. Behind the worn wooden counter there played on long shelves that reach up to the ceiling there are being from Kenya, Costa Rica, Madagascar beans from plantations on the indonesian Island of Sumatra, in the center of the store short sees a mysterious gleaming metal machine with a large train, the fraud cheerful man wearing a red bandanas, pulling a metal scoop from it. This machine do as is poster we,

the beans for a long time until the green coffee beans turn a deeper out The man stands by the machine, leaning toward it coming his ear. Are you listening for for the beast twice that's whither done short shakes his head in disbelief. For him is for every one else. He knows. Coffee comes from a can, not being those buck cells. Only beans customers are offered small samples of brute coffee children, The steaming cup of Sumatra, coffee the intense aroma fills is knows. He takes a small step. Wow too much were nowhere, just surprising, he takes another ship. Now the flavors are fully striking him You say this is Sumatra, coffee, folks, like it I could see why it's got body in packs. A punch, I never tasted anything with such a strong earthy flavour.

Another thing that makes it so good is brewing it in those coffee makers. We sell everyone who buys our beans also buys more those. This is why the coffee maker orders are so big, built realises that all the coffee he's been drinking. His whole life has been nothing but swill. Before she came to Seattle, he set up a meeting. The companies owners. Now heads upstairs to introduce himself to the two men. Schulz can immediately see that their both at least ten years older than him. Mary Baldwin is reserved and formal. He run Starbucks full time. Gordon backer is off, beat an hour He divides his time between the store and his advertising agency, shelters, impressed they're, both so intelligent, engaging and well travelled and that they both an undying passion for coffee, When opens a bag of vagabond straight from Java grab them and bruised two cups. In a french coffee Press

This job is a rich buttery, brew smell. That is no which delicate floral notes in a sweet aroma. I hadn't. Idea. There was so much variety and taste and why is it so important arose? The beans dark that differentiate, Starbucks from everyone else. The fight beans can withstand the heat. Are you wrote them? The more flavour you get coffee is simple, just water and ground beans, but when you the perfect means It's one of the world's special pleasures shots nods. These envious, Baldwin's passion for the beans it board on obsession and Schulz has to It did. Although he likes his job there's nothing magical about plastic products on the plane. I back to new York- he can't stop thinking about Starbucks. He thinks maybe just maybe

By the time the plane lands Howard Show. Knows what he wants to do with his life. The next day he his mother to lunch in Midtown Manhattan, mom You know, I haven't been completely satisfied lately. Well, I have go I want to leave New York to Seattle and become part of this great news. Copy store. It's called Starbucks. You're doing well, you have a future don't give up. Everything you the for a company, nobody ever heard of, but bite his moms warning. He can't get the idea out of his head a few weeks later. On a cool and rainy Seattle morning, Jerry, one is in the Starbucks store unpacking anew shipment of kenyan beans, the phone rings. He sighs as a feeling who's calling? You said kid from me work. Again.

Hello again? Howard is the third time I'm sure it's called this week. I don't mean to be a past, I'm just Oh sure, I'd be a perfect addition to Starbucks, but we have a position for you I'll do anything just to get my foot in the door I understand Howard, but my answer is still. No Shoulda tries time and again to get a job at Starbucks Duncan, CEO, Bob Rosenberg, is basking in his company success. They now have more than one thousand franchises throughout. The northeast, though, is, other bill. Rosenberg is no longer ceo. He's the company most knowledgeable and respected adviser where He goes for business or pleasure. He looks for Central new store locations, or x out, existing stores, builds developed appointment to scout the best locations for new stores. It gives credit for visibility, traffic count for traffic.

The ease of getting in and out of the store, plus points for damage ethnic diversity. How many people nearby, how well near by supermarkets, are doing even the number of key bikes as an indicator. Kids eat more What's that adult baby Duncan doughnuts franchises in places that receive at least seven points, and these price locations can be anywhere later Duncan doughnuts franchise stores have been cropping up outside the: U S, many of them in Asia. The fall of nineteen. Eighty one Rosenberg in his wife visit done. Don't stores in Singapore in Hong Kong, business is booming. Their next stop is Bangkok, Thailand, the biggest Duncan donut store in the world. Rosenberg in his wife, gingerly cross, the street in Siam Square. A popular nothing district motorcycles and buses go quizzing by the streets or pay

with small shops and restaurants, install selling food and candy its eight. A m in the stores already bustling. Well look at. That one hundred thirty seeds and every one of them failed at the counter young shop, girls wearing trendy black outfits stand next, this man in suits cool musicians who been up all night and are making their final stopped before they go to bed there. All drinking coffee out of Duncan doughnuts signatures, styrofoam cups, with a name written out in bright orange and pink and they're. Happy devouring, the special donut geared to tie tastes Additional glazed are not top with dried, shredded chicken and tie Chile paste and bird looks on smile on his face he's out of the Sadie way Duncan doughnuts has adapted its menu to its locations around the world. It's a smart move that let them quickly gain a solid foothold overseas from there

Rosenberg goes to Japan, where the fur international Duncan doughnuts, open and nineteen. Seventy most of the time franchises are running smoothly, but to his perfect, She is die. What store stands out here? the franchise owner aside, your car he's cold can damage is famous for its coffee. It's the best. There is You can meet my standards. I warn you I'll shut down your store. We do better. I promise against now. My good name depends on you doing your job Point of these toys is to share the joy of great doughnuts in great coffee. You can celebrate. Anything less rosenbergs I pulled him aside. You are tough on that man. I need to be Duncan. Its success is based and attention to detail. We affording sloppy a lazy, so them successful. We become the more vigilant again

and Rosenbergs vigilance is legendary from the reverse store. He's made sure that coffee is brewed in small tin cups. I Lex pots to preserve its freshness, after eighteen minutes in the pot. Coffee is thrown away it. Expensive, but Rosenberg doesn't care after the old. PS toss beans or freshly ground for the next batch. It's his way of assuring the customers receive a uniform, dependable experience. He know Who said it's this insistence on excellent. That's made his fortune winter, one thousand nine hundred and eighty two New York City, Howard Schultz, is totally frustrated. Months have passed since he visited Starbucks, yet he can't keep him from calling Jerry Baldwin again and again. Jerry. You gotta know that Starbucks has tremendous potential

I am sure this is I've ever been of anything, and I know I could play a huge role in helping you reach that potential, but we don't care about potential our for us. The company's mandate is to sell coffee beans, coffee makers and a few small stores. Don't you Ever dream of making its something more well, to tell you the truth: I sometimes wonder if we could expand a bit beyond Seattle. You could Jerry added, could dream. Finally, in this ring of nineteen. Eighty two Baldwin I should like to join him in Gordon Backer for dinner in San Francisco. Schulz is good. De with anticipation before the dinner show, is in his hotel room dressing in his best suit, new shirt and tie he bought for the occasion he's mean the Starbucks crew at Donna Telos an upscale in restaurants. He arrives early The light rain falling, but he walks around

entire blocked. A pop up is confidence ass. He walked he tells himself I've waited entire career. For this dinner he's already. Table when ball, when in Baku arrive there dressed casually in sports jack. It's no ties. Shorts wonders if he's made a mistake with his formal attired than he thinks they're both older than I am I'm dress to show respect, but his main goal is to charm them once their seated. He launches was pitch. You got a real jewel in Starbucks in new When I serve your coffee, you, my friends, they love it when people all over America react the same way. You can do stores throughout the United States and Canada, share your knowledge and passion with so many people, as Bob backer. Listen there, com expressed. In stone change made by the end of the meal Schulz

convinced he's one them over with his youthful enthusiasm and energy. He calls his wife get ready to move to Seattle, I'm about to be hired throughout the night. Tosses and turns he's too excited to sleep at eleven a m the next morning hotel room phone finally rings its Jerry Baldwin. I'm sorry, Howard, we're just not going to hire you what one eyed it's too risky, too much change. Oh no! shops things my enthusiasm didn't impress them spooked them. He pacing the room, He has to do something to change their minds, but what a few minutes later he calls Baldwin back Jerry. You're, making a terrible mistake destiny of Starbucks, is at stake. I that you know how great it can be ball when is about

blurred another stronger version of no The catches himself. Shelters wearing him down what gets him most is shot his faith in Starbucks. He asks himself. Does it make sense to turn away a person with so much conviction. Alright, Howard will hire you You'll be our director of retail operations in marketing, but look don't get any big ideas were keeping Starbucks as it is. We ve got four stores. We import coffee beans, we wrote them Seldom that's all thanks! You're, you won't be sorry, but deep down show knows he won't settle, and soon he'll get a massive jolt of inspiration on a trip overseas. Meanwhile, can doughnuts hits the jackpot The dynamite at that

features of beleaguered Baker. Here's a question, what do companies like ring hint and covers all have in common the answer? They all use nets sweet to accelerate their growth successful companies note in order to grow faster, you gotta have the right tools. If you wanna take your car, from two million to ten million or ten million to hundreds of millions in revenue. Net sweet by Oracle gives you the tools to turbo charger growth with nets. We you get a full picture of your business. Finance inventory. Hr customers and more its everything you need to grow all in one place right there from your phone or computer. You see net sweet the world's number one cloud business system trusted by more than nineteen thousand companies last system. You'll ever need and it'll give you the visibility and

troll. You need to make the right decisions and grow with confidence nets. Wheat business grows here. Schedule were free product to a right now and receive your free guide, sick, ways to run a more profitable business. That's it net, sweet dot, com, slash wars, net, sweet dot, com, slash wars, I'll give you one more time: net, sweet dot, com, slash wars Business wars is supported by male chip, so you want to grow your business now. What you know most businesses hit that now, what moment at some point or another they want to grow where they ve launched a new product, or here sales plateau, well male chimps. All in one marketing platform is the solution. It helps businesses get to the next milestone by helping the market smarter that's because it allows you to manage more of your marketing activities from one place, so you can market smarter and grow faster. It eliminates the need for multiple

by giving you everything you need to create, publish manner, any measure, multi channel campaigns, plus its power a marketing crm, so you can collect, organise, understand and act on all your audience. Data now, oh you'll know who to talk to what to say when to say it and the best channel to deliver the message. Male chimps, complete marketing platform has everything you need to start marketing your business today and they'll be there to help as your business grows. Now, what Melchior that's? What learn more male chip dot com springtime. Nineteen. Eighty three million ITALY Howard Schulz feels like he's on top of the world he's here on earth.

Of Starbucks to check out new coffee makers at an international housewares show, as he Ex jauntily down a narrow street? He passes small espresso bar and decides to duck inside the counter talkative man is pressing down on the metal bar that releases a thick cloud of steam. The man hands a demi toss cup of espresso to one of the customers lined up the counter. Next, he a cappuccino topping it off with thick white foam, the burmese state keeps making various types of coffee all the while chatting, customers to shows its great theatre, and all the while he's breathing a blend of enticing aromas summer fruity other. Spicy, still, others are woody or sweet. There are not like sense deep sense that remind him of fine wine. It's a for the senses? Shorts goes to the counter,

have an. Please are you in Eric. How can you tell your accent I'm used to it. We had a lot of Americans in here and Let the coffee they crazy. They say they can't get anything like it at home, A man hand shops his espresso. As he drinks it. He feels like you sipping CUP of ambrosia, its seductively thick enrich the caffeine jolts him. Leaving the store he notices, one espresso bar after another, all packed with customers inside shops customers sit at small round tables summer, hawking away, gesturing dramatically with her hands others seated alone are engrossed in a book or the newspaper still, others stand at the counter chatting to other customers as they wait for their orders. That night he calls his wife. The Italians are so passionate about coffee they

elevated it to a whole new level, there's a romance and a ritual to it on the way home he formulates what he shores a brilliant idea to openness I so bars in the United States. While Howard Shorts flies home members of Duncan donuts advertising agency gather around a conference table, their leader rubbed his hands together. In anticipation he's about to pursue, The company ceo Bob Rosenberg, with their idea for that but he's first major television ad, he's a concept, a baker, stop at three in the morning. He dragged himself out of bed saying time to make the donuts What are you trying to say with a line Duncan that is in every man, company right, absolutely delicious products. Everyone can afford exactly so the ad dramatize as a routine. All working people go through

up in the morning and going to work like our baker yeah I like you even the beggar, a name and every man name, Fred, Fred, the Baker, s good. Auditions for the role of bread, the Baker start a week later, but the casting call quit we run into trouble the admin quietly. Worried to each other. We ve seen more than two hundred guys, none of them right. There are two perky When someone with the weight of the world on his shoulders he's exhausted, because workers rely on and for their fresh, don't and coffee. Every morning that afternoon there addition and unknown actor named Michael veil. He's party with a hand the expression in a bumbling walk, A shows up at the audition in the right costume pajamas. I'm telling you this. The guy the one workers can relate to the first Fred, the Baker,

airs and nineteen. Eighty to it. A sensation, to make them down and Duncan doughnuts are always I made that we make them at least by day, to make him. Don't you guys, like supermarkets, to make the don't make me down condone acceptable to do the rioting spray stated Fred. The baker instantly became Duncan doughnuts mascots and a beloved figure were He goes people clamour for his autograph when he shows up at Duncan don't stores were promotions, customers, chow and his name with it but he's newly raised profile. Demand increases for Duncan doughnuts classic pairing of doughnuts in coffee by the next year, Nineteen, eighty three: they ve got more than twelve

hundred stores in Malta in shopping centres and rest stops throughout the northeast when new stores open Founder bill, Rosenberg is their beaming. Is he that's the ribbon and offers free coffee to customers. He feels the king of coffee has no way of knowing that are, rivalry. Brewing on the other side of the country, but first Howard Schulz has to convince the owners of Starbucks that aspire. So bars, or a great idea. It'll be the biggest battle he's ever had in our next episode, a tiny, coffee shop morphs into a multi million dollar moneymaker, an ugly, between father and son becomes costly from laundry This is business wars. We hope you in

with this episode and we invite you to subscribe on apple pie, gases, Spotify, Google, com, gas. Did your eye heart radio, aware regulation upon guests you'll find a link on the episode notes, just tamper swipe over the cover our and you'll see some offers more sponsors there. We hope you will support our show by supporting them, Like what you heard, we would love it if you give us a five star waiting until your friends have subscribed, there's another way, support is just answer. Lord survey, it wondering dot com, slash survey and tell us what this war stories. You'd like to hear a quick note conversations in this episode. We can't know exactly what was said at the time, but this dialogue is based on our best research. If you to learn more about Starbucks. We recommend pour your heart into it. By Howard, shows I'm your host David Brown Elizabeth K, wrote this story Karen Low. Is our senior producer and editor editing? by Emily, frost, sound designed by Kyle Randal, our exit producers are Jenny, Lauer, Batman and Martial Louie created

or non Lopez for wondering shopping on Road day, o drive and flying on private planes that glamorous life of the rich and famous, or at least that's what they want you to think even the rich is a new pod cast from wondering it gives you the real inside scoop on the drama that keeps famous families like the Royals Emma card. Actions in the spotlight, I'm broke and I'm a ratio and where the house of even the rich are show is about a world where the stakes are high and the rules don't apply. Even the rich is that on March, tenth on Apple podcast, Spotify or wherever you're listening right now,