“In the 1960s, if you introduced a new product to America, 90% of the people who viewed it for the first time believed in the corporate promise. Then 40 years later if you performed the same exercise, less than 10% of the public believed it was true. The fracturing of trust is based on the fact that the consumer has been let down.”

American businessman and author

Howard D. Schultz is an American businessman and author. He led Starbucks as chairman and chief executive officer from 1986 to 2000, returned to those roles from 2008 to 2017, and later served as interim CEO from 2022 to 2023. He is best known for his long association with Starbucks and for helping guide the company over several decades. He also owned the Seattle SuperSonics basketball team from 2001 to 2006, adding sports ownership to a career built in business and writing.