NY Times interviews Howard Schultz: a spot-on chat
Q. What is your advice to an entrepreneur who asks you: “I’m just starting a company. How do I create a culture?”
A. I would say that everything matters — everything. You are imprinting decisions, values and memories onto an organization. In a sense, you’re building a house, and you can’t add stories onto a house until you have built the kind of foundation that will support them. I think many start-ups make mistakes because they are focusing on things that are farther ahead, and they haven’t done the work that has built the foundation to support it.