The HB Way

Known simply as HB, Howard Behar has had an enduring and endearing impact at Starbucks.

Howard Schultz, Starbucks demigod, openly credits HB with making the company more customer-driven. My Starbucks Tribal Knowledge tells me it was HB that popularized the now often quoted line of: “Starbucks is not in the coffee business serving people. Starbucks is in the people business serving coffee.”

HB is also known for spreading the gospel of Servant Leadership throughout Starbucks. Last night while perusing the bookshelves at Barnes & Noble I noticed James Autry’s book, The Servant Leader, is now available in paperback and the foreword is written by Howard Behar.

For those not in the know, Servant Leadership eschews the classical definition of a leader being a stand-alone hero. Instead, Servant Leadership asks leaders to focus on creating a shared vision for all employees, fostering a spirit of interdependence, and managing with respect, honesty, and empathy.

In the foreword, HB shares the story of how in 2001, he returned to Starbucks to find the company leadership culture different than what he had experienced before.

“The pathway of Starbucks phenomenal achievement has been full of twists and hurdles, some of which were unwittingly created by the very partners (Starbucks employees) who were working so hard to make us successful! I retired from Starbucks in 1999, and was enjoying the good life – no meetings, no deadlines – it was great. But in 2001 there was a change in the leadership in our North American business unit, and Starbucks President and CEO Orin Smith asked me to come back to work on an interim basis as president of the business unit.

Orin had notice something different at Starbucks. The passion and values were still there, but sometimes we spent more energy on our individual or department goals than focusing on the greater good. Not just what we could do within the four walls of our offices or our stores, but the greater good that our now-expansive organization was binging to the world – how could we serve each other and people around the globe.

From an outsider’s perspective, there was nothing to complain about: the company’s financial achievements, growth and innovation were chugging ahead full steam, and partners devoted near-obsessive attention to quality and ethics. But could we sustain our success for the next 10, 20, 50 years without taking a hard look at our leadership practices? We didn’t think so.

Orin and I began to evangelize the principles of servant leadership … we held trainings, read books, and more importantly, we lived it. And we are still living it. You can see it today as people meet in the hallways. You can feel the power behind the change, and the power that servant leadership gives to everyone it touches, in every aspect of our lives. Servant leadership is truly alive at Starbucks.”

Besides spreading the gospel of Servant Leadership throughout Starbucks worldwide, HB is also known for spreading weathered truisms, known affectionately as HB-isms, throughout the company. Some of the more memorable HB-isms include:

We think rules make us safe. They don’t. Don’t give me rules, give me tools.

Where we have a problem, we have a problem leader.

Profit is what comes when you do everything else right.

Customers don’t think about rules. They want what they want.

Your customer will tell you whether you are right or wrong – just try it.

I’m not smart. I’m just not stupid – I learn.

Don’t be lulled into complacency – we will hit the wall.

There is no conflict with doing the right thing and making money.

Comments

[george]

Leaders who focus on ... creating a shared vision for all employees, fostering a spirit of interdependence, and managing with respect, honesty, and empathy.

I couldn't agree more.

Bravo HB, and thank you, John, for the great post.

[johnmoore (from brandautopsy)]

Thanks for the love George ... thanks for the love.

[Jodee Bock]

This is great stuff, as usual, John. A wonderful reminder, too, that leaders are readers. This is certainly a book I will add to my library. The wisdom I've seen in this post is the reason I'm building the career I'm building - and holding out hope that our corporations will begin to understand that the "soft stuff" (leadership, teambuilding, inspiration) will consistently pay off in "hard results" if we dedicate more of our time and resources in that direction.

Keep up the inspiring work, guys!

[johnmoore (from brandautopsy)]

Ah ... the softer side of business leading to harder and truer results. I like that thinking Jodee. Thanks for adding it and I hope all is well with you in Fargo!

[Matt]

Seeing as how the whole concept of the "servant leader" was introduced in the 1st century A.D., I wonder what else we could glean from the style of the most impactful leader in history?

I think if we are to lead, then servant, yet authoritative, leadership that makes a difference in the lives of people should be our number one priority.

Thanks for the food of thought, John.

[Manny]

John, while I agree that Howard Behar had crucial impact at Starbucks, it was the genius of Arthur Rubinfeld that led Starbucks' phenomenal expansion into a global empire. Both have very different styles of leadership. Coincidently, I believe, Arthur Rubinfeld is also coming up with a book this year.

[johnmoore (from brandautopsy)]

And I am sure Arthur will tell us all about how he did just that in the soon-to-be-released Built for Growth. (Click here for an excerpt.)

Arthur played a crucial role … no doubt about that. But he didn’t have the connection with the store partner, the real geniuses who played the MOST CRITICAL ROLE in Starbucks global expansion, that Howard Behar had.

Behar used to talk about how he could enter a Starbucks location and listen to the four walls to determine how well a store was managed. Starbucks store managers revered HB. He enjoys as much of a mystic 'Starbucks Culture Keeper' persona as does Dave Olsen.

[Blogger's bias ... I was once a Starbucks Barista in Dallas back in 1994.]

[shuba]

wow! i did read this book on how Starbucks was built, forget the name.. am sure this will be one book that's worth a good read! thanks for the pointer john!

[Brand Examiner Paul]

"Pour Your Heart Into It" by Howard Schultz

That's the book you're thinking of, Shuba.

[RS]

John, Thanks for pointing Arthur Rubinfeld's upcoming book. “Built for Growth” (which sound too much like "Built to Last", or is it just me??) looks like one of those rare non-fiction books you just can't put down. BUT(!) the sample chapter on Amazon reminded me of the hero in the classic Greek tragedy. The hero is always magnificent, but has a tragic flaw. This is a probably would be a MAGNIFICENT book, but a book with a tragic FLAW. While that chapter tells you marvelous things about companies that are admittedly highly growing and about some of the things that make some companies good at growing, that chapter ultimately left me with the nagging desire that the authors would have given me some "how to." Now, it was just one sample chapter, but I do have this feeling that Arthur Rubinfeld is going to miss this important factor.

[johnmoore (from brandautopsy)]

fyi -- I did not enjoy the excerpt from 'Built for Grwoth.'

I found the writing cloaked in too much business lexicon. And if the book follows the 30,000 foot arial snapshot view, then it will not give us anything actionable to use.

I'd much rather read "Double Digit Growth" by Michael Treacey.

[Alex]

I had a chance to read pre-released copy of "Built for Growth" through management club at Wharton and it is a well written, entertaining to read and outstanding book that show how top businesses achieve incredible growth and pass their peers. The analogies used in “Built for Growth” are excellent. Business is a lot like sports. You need more than just raw talent; you must also have passion for what you are doing---not just in it to make a buck. Like athletes, you must prepare and train and continue to improve lest you be left behind. Times are tough and I believe that a major reason for business failings is because they have an old athletes attitude. Are hanging on to old methodology that may have worked at one time, but is sorely out of date today. "Built for Growth" is a great book. If you enjoyed "Double Digit Growth" (which is my ALL TIME favorite book!), you will love "Built for Growth".

[johnmoore (from brandautopsy)]

Alex... thanks for the perspective. I'll be sure to compare notes after reading "Built for Growth."