howard behar: it’s not about the coffee

From the former president of Starbucks International, Howard Behar, comes It’s Not About the Coffee, a little red book on leadership that emphasizes the most important element of a successful visionary business – its people.

While Behar says a good product – in their case, coffee – is important for a business to succeed, what sustains and grows it are the people involved every step of the way. Through his years in retail – first in the furniture business, then in real estate, then Starbucks – he evolved ten guidelines for leadership.

He says, “…I can guarantee you that you won’t go wrong if you use these ten principles as a guiding force in leading yourself and, if it’s your goal, in leading others…”

1. Know Who You Are: Wear One Hat – Our success is directly related to our clarity and honesty about who are 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 the independent thinking of 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, within the people we serve… 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… You’ll know what your customers want, you’ll know why the passion is missing from your organization, and 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, do, think. 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 find yourself 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 the noise crowd out the truth…

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.

Behar shares many other tips that helped him mature personally and succeed as a leader. One of his habits was to frame quotations, pieces of advice, or other “words of wisdom” that he used “as guardrails for my journey” and display them on his office walls where he could see them everyday and internalize their lessons for practical application.

It’s a very helpful book for anyone who is interested in learning more about leadership. For me, it validates a principle that I hold dear and have always adhered to – that people come first. I wish I could give this book to a couple of bosses I’ve had who treat people as property. Sigh.

Here in Manila, this book is available at Starbucks outlets.