Starbucks Chief Executive Howard Schultz has learned his lesson of the implications of ‘retirement’ after his mistake in stepping down in 2000. Financial results plummeted and Schultz made a return in 2008.
He was quoted in an interview stating that the unperceived failures were his fault, but he’s back to make a change. This ‘change’ is evident due to the customer loyalty Starbucks now holds as well as a set brand position in customers minds as a luxury drink company, at specialty drinks that go up to $4.15 for a tall.
He credits the success of the international brand to his first venture into international markets in, you guessed it, Vancouver! Schultz emphasized how much the expansion taught him about global markets and what strategies worked, and what did not. He credits these experiences for the ever growing success of the coffee company giant Starbucks. 
Now, this situation sounds oddly familiar to one of the Comm classes about on entrepreneurship, because failure is inevitable, and perhaps even invited. Failure and mistakes teaches a valuable lesson, and risks are what makes true companies. Vancouver was that risk for Starbucks, and Schultz’s retirement was their mistake.
But surely Schultz hasn’t had his last cup of premium brewed coffee, it’ll be a long while before he’s ready pass the cup.
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