This Day On The Street
Continue to site
This account is pending registration confirmation. Please click on the link within the confirmation email previously sent you to complete registration.
Need a new registration confirmation email? Click here

Sozzi: Watch What Happens When We Ask: Who IS Howard Schultz?

NEW YORK (TheStreet) -- Becoming an all-time great in any field requires a couple things. The most apparent is a work ethic that is never really at rest. Even when home on a Sunday afternoon BBQing with the family, the visionary's brain is thinking about the challenges of the business and ways to overcome them and win, win versus rivals and win the battles against one's own internal expectations. However, there are at least five not-so-obvious essential ingredients that characterize all-time greats, either in the business community or on the field of a major sport. Starbucks' (SBUX - Get Report) Howard Schultz displays a portfolio of winning traits.

Another hallmark of an all-time great? Everyone instantly knows who you are and why you are an all-time great. I would bet that many folks are aware of what Walmart's (WMT - Get Report) Sam Walton did, that Apple's (AAPL - Get Report) Steve Jobs created their mobile devices, and Mark Zuckerberg is the young man behind their photo posting obsession on Facebook (FB - Get Report) and Instagram. Apparently, though, Howard Schultz isn't as mainstream as I thought, which is the key takeaway from morphing into a man on the street in the above video.

Anyway, here is how I creepily decoded Schultz's winning characteristics.

Must Read: The Best Tax Day Freebies and Meal Deals

An Intense Innovative Mind

To be an all-time great, as Schultz clearly is, each aspect of the business has to create something that wasn't necessarily in the marketplace before. For example:

  • Schultz has trained an entire generation on why they need premium coffee, and shortly tea, in their lives 5-10x a week. In fact, a Starbucks loyalist on average visits the place 20x a month according to studies.
  • From new iced drinks to new foods, Starbucks is releasing products on a global scale that are not being sold elsewhere.
  • Starbucks stores are starting to take on the vibe of the local community. Cookie cutter they are not, and that is impressive due to the massive operation that is Starbucks.
  • Starbucks is so far ahead of its peers in the mall and off the mall on mobile payment it's laughable, and that will allow the company to be early beneficiaries of the looming wearable device and smart dashboard (car) movements.

A Larger Than Life Persona That Embeds Itself in the Stores

Poll a group of Starbucks employees on who Howard Schultz is, I guarantee each one has at least three talking points. Obviously that doesn't necessarily apply to folks not in the store or business community, but you get where I am coming from on this topic.

How has Schultz been able to penetrate lives? It's a function of the man himself:

  • A great, inspirational public speaker that has his every public comment tracked.
  • Comes across as an extremely passionate 4% owner/founder of Starbucks that you would enjoy having a latte with on a rainy Sunday afternoon.
  • People search out Howard Schultz quotes and plaster them on Twitter and Facebook hoping to secure retweets and likes by sharing the founder's inspiration.
  • With each cup of Starbucks, Schultz has connected himself to your daily life. Think on it for a second: Schultz has an intimate relationship with you!
-- By Brian Sozzi CEO of Belus Capital Advisors, analyst to TheStreet.

This article represents the opinion of a contributor and not necessarily that of TheStreet or its editorial staff.

At the time of publication, Sozzi held no position in the stocks mentioned.

Check Out Our Best Services for Investors

Action Alerts PLUS

Portfolio Manager Jim Cramer and Director of Research Jack Mohr reveal their investment tactics while giving advanced notice before every trade.

Product Features:
  • $2.5+ million portfolio
  • Large-cap and dividend focus
  • Intraday trade alerts from Cramer
Quant Ratings

Access the tool that DOMINATES the Russell 2000 and the S&P 500.

Product Features:
  • Buy, hold, or sell recommendations for over 4,300 stocks
  • Unlimited research reports on your favorite stocks
  • A custom stock screener
Stocks Under $10

David Peltier uncovers low dollar stocks with serious upside potential that are flying under Wall Street's radar.

Product Features:
  • Model portfolio
  • Stocks trading below $10
  • Intraday trade alerts
14-Days Free
Only $9.95
14-Days Free
Dividend Stock Advisor

David Peltier identifies the best of breed dividend stocks that will pay a reliable AND significant income stream.

Product Features:
  • Diversified model portfolio of dividend stocks
  • Updates with exact steps to take - BUY, HOLD, SELL
Trifecta Stocks

Every recommendation goes through 3 layers of intense scrutiny—quantitative, fundamental and technical analysis—to maximize profit potential and minimize risk.

Product Features:
  • Model Portfolio
  • Intra Day Trade alerts
  • Access to Quant Ratings
Real Money

More than 30 investing pros with skin in the game give you actionable insight and investment ideas.

Product Features:
  • Access to Jim Cramer's daily blog
  • Intraday commentary and news
  • Real-time trading forums
Only $49.95
14-Days Free
14-Days Free
AAPL $93.24 0.00%
FB $117.81 0.00%
SBUX $56.25 0.00%
WMT $67.21 0.00%
GOOG $701.43 0.00%


Chart of I:DJI
DOW 17,660.71 +9.45 0.05%
S&P 500 2,050.63 -0.49 -0.02%
NASDAQ 4,717.0940 -8.5450 -0.18%

Free Reports

Top Rated Stocks Top Rated Funds Top Rated ETFs