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12 February 2024

Howard Behar: Former Starbucks President Reveals How Starbucks Grew to 15,000 Stores

9Frameworks
8Insights

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Frameworks in this episode

Mindset3 steps

Bet Your Job Every Day

Be willing to risk your job daily by challenging leadership; operate out of courage, not fear.

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Leadership4 steps

Hire For Character, Teach The Skill

You can teach anyone to make coffee; you can't teach them to care about people, so hire for that.

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Sales4 steps

Just Say Yes

When a customer asks for something small, just say yes; 99.9% of people never ask for more than you can give.

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Communication4 steps

Only The Truth Sounds Like The Truth

In a crisis, tell your people the whole truth immediately; only the truth sounds like the truth.

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Leadership4 steps

People Business Serving Coffee

You're never in the coffee business; you're in the people business that happens to sell coffee.

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Self-Mastery4 steps

Personal Leadership: Lead Yourself First

The most difficult and important person you'll ever lead is you; write your mission, values, and six P's.

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Leadership4 steps

Servant Leadership Three-Step

Grow your people as humans, then as professionals, then help them reach their goals, and they'll want to help you.

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Leadership4 steps

The Person Who Sweeps The Floor Should Choose The Broom

The people doing the work know best how to do it, so give them the authority to decide.

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Self-Mastery3 steps

Wear One Hat

Be the same person with the same values everywhere; one hat defines who you are, come hell or high water.

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Insights & moments

The myth-busts, hot takes, explainers, and tools worth keeping.

Myth Buster· 1

Myth Buster01:00

Why Cortisol Isn't Making You Fat

The guest clarifies a common misconception about cortisol and weight gain, explaining that while cortisol is often blamed for belly fat, the reality is more nuanced. Stress and lifestyle factors play a bigger role than the hormone alone.

  • Cortisol does not directly cause belly fat accumulation.
  • Chronic stress impacts metabolism and behavior, indirectly influencing weight.
  • Focusing solely on cortisol levels misses the bigger picture of hormonal balance.

“Cortisol does not cause belly fat.”

Host · 01:00
#hormones#weight-loss#myth-busting

Hot Take· 1

Hot Take00:30

Starbucks Isn't in the Coffee Business — It's in the People Business

Howard Behar argues that Starbucks' success wasn't due to coffee, but to its focus on human connection. He emphasizes treating customers as people, not transactions, which built loyalty and repeat business.

  • The core insight: 'We’re not in the coffee business serving people — we’re in the people business serving coffee.'
  • Employees were encouraged to know customers by name and preferences.
  • This philosophy drove customer retention and brand loyalty more than product alone.

“We’re not in the coffee business serving people — we’re in the people business serving coffee.”

Guest · 00:30
#leadership#company-culture#customer-experience

Explainer· 1

Explainer00:00

How Sleep Apnea Wrecks Testosterone

The guest explains how untreated sleep apnea disrupts deep sleep cycles, which are critical for testosterone production. Even with healthy diet and exercise, poor sleep quality can significantly lower hormone levels.

  • Sleep apnea interrupts REM and deep sleep stages essential for hormone regulation.
  • Low testosterone is often misattributed to aging when it's actually due to poor sleep.
  • Treating sleep apnea can restore natural testosterone levels without supplements.

“Sleep apnea wrecks testosterone by disrupting the sleep cycles when it's produced.”

Guest · 00:00
#sleep#testosterone#men's-health

Story· 1

Story00:00

How the Frappuccino Was Born Against Company Rules

A Starbucks manager pushed to create a coffee drink inspired by customer demand, despite leadership resistance because 'we're in the coffee business.' The Frappuccino eventually became a $4 billion product line.

  • The idea came from customers wanting a blended coffee drink.
  • Leadership initially rejected it, citing brand identity.
  • Persistent advocacy from a store manager led to a test launch.
  • It defied internal rules and became one of Starbucks’ most successful products.

“This manager kept pushing and finally we kind of broke the rules and we put it in — it became a $4 billion business.”

Guest · 00:00
#innovation#customer-feedback#product-development

Q&A· 1

Q&A67:00

Why Starbucks Fired for Attitude, Not Performance

When asked about hiring, Howard explains that technical skills can be taught, but character cannot. The fastest way to get fired at Starbucks was mistreating people.

  • Service excellence starts with how employees treat others.
  • Skills like making coffee can be trained; empathy cannot.
  • He prioritized questions about relationships and values in interviews.

“The quickest way to get fired at Starbucks was to screw with the people.”

Guest · 68:00
#hiring#company-culture#leadership

Tool· 1

Tool70:30

Let the Doers Decide the Tools

Howard shares a leadership philosophy: empower frontline workers to make decisions about their work. If someone sweeps floors, they should choose the broom — because they know what works best.

  • Frontline employees have insights leaders lack.
  • Empowerment increases engagement and innovation.
  • The Frappuccino succeeded because a manager listened to her team.

“The person who sweeps the floor should choose the broom.”

Guest · 70:30
#leadership#empowerment#decision-making

Takeaway· 2

Takeaway21:00

Only the Truth Sounds Like the Truth

After a leaked layoff plan threatened morale, Howard chose full transparency. His team responded with support, teaching him that honesty — even in hard times — builds trust and loyalty.

  • A leaked document forced early disclosure of layoffs.
  • Instead of downplaying it, he addressed 1,500 employees directly.
  • His honesty was met with standing ovations and long-term loyalty.
  • He adopted 'Only the truth sounds like the truth' as a personal commandment.

“Only the truth sounds like the truth.”

Guest · 22:30
#leadership#transparency#crisis-management
Takeaway74:00

Think Like a Person of Action, Act Like a Person of Thought

Howard shares a personal motto: balance reflection with decisiveness. Overthinking leads to inaction; acting without thought leads to mistakes. The key is thoughtful action.

  • Most people get stuck in analysis paralysis.
  • Good decisions come from reflection plus courage to act.
  • You don’t need to bet the farm — just make the call.

“Think like a person of action and act like a person of thought.”

Guest · 74:00
#decision-making#leadership#productivity