Starbucks President: It’s Not about the Coffee, Leadership Lessons from Scaling Starbucks from 28 to 1,500 Locations | Howard Behar

Howard Behar barely graduated high school and spent just two years in community college. Yet, he became a key leader at Starbucks soon after joining the company. From the start, he saw that Starbucks was not just about coffee but about people. With no formal business degree or global experience, he relied on persistence and a deep belief in servant leadership to guide him. He rose to president of Starbucks International and helped transform the brand from a small regional chain into a global powerhouse while ensuring its people-first culture remained at its core.

Howard Behar is a longtime advocate of values-driven leadership. His book, It’s Not About the Coffee, explores the principles that helped build Starbucks into a people-first company. He is also a sought-after speaker and mentor, helping leaders develop cultures of trust, integrity, and purpose.

In this episode, Dart and Howard discuss:
- How Starbucks scaled while staying true to its values
- Servant leadership in action
- Why leaders must listen to employees at every level
- Persistence over credentials in leadership
- Hardest lessons from leading an international brand
- Why Howard rejects the word "customers"
- The business case for dignity and respect
- What companies get wrong about inclusion
- And other topics…

Howard Behar is a leadership expert, former Starbucks president, and a champion of servant leadership. Serving as president of Starbucks North America and Starbucks International, he played a key role in expanding Starbucks beyond the U.S., leading its first global expansion into Japan and later into Europe and Asia. His leadership was rooted in a deep belief that business is about serving people first. He wrote It’s Not About the Coffee to share his insights on leadership, culture, and values-driven business. After retiring, he has dedicated his time to mentoring, public speaking, and serving on nonprofit and corporate boards.

Resources Mentioned:
It’s Not About the Coffee, by Howard Behar: https://www.amazon.com/Its-Not-About-Coffee-Starbucks/dp/1591842727

The Magic Cup, by Howard Behar: https://www.amazon.com/Magic-Cup-Business-Parable-Putting/dp/1455538973

Servant Leadership, by Robert Greenleaf: https://www.amazon.com/Servant-Leadership-Legitimate-Greatness-Anniversary/dp/0809105543

Good to Great, by Jim Collins: https://www.amazon.com/Good-Great-Some-Companies-Others/dp/0066620996

The Seven Habits of Highly Effective People by Stephen Covey: https://www.amazon.com/Habits-Highly-Effective-People-Powerful/dp/0743269519

Built to Last by Jim Collins: https://www.amazon.com/Built-Last-Successful-Visionary-Essentials/dp/0060516402

The Experience Economy by Joseph Pine and James Gilmore

Leading Through by Kim Clark, Jonathan Clark, and Erin Clark

Connect with Howard:
Phone: 206-972-7776
Email: hb@howardbehar.com

Work with Dart:
Dart is the CEO and co-founder of the work design firm 11fold. Build work that makes employees feel alive, connected to their work, and focused on what’s most important to the business. Book a call at 11fold.com.