Nov. 8, 2011 - The Jewish world is plunged into mourning with the untimely passing of Rabbi Nosson Tzvi Finkel, the Rosh Yeshiva of Mir in Jerusalem.
I grew up in federally subsidized housing in Brooklyn. I was part of a generation of families that dreamed about the American dream. My dad had a series of blue-collar jobs. An uneducated man, he was kind of beaten by the system. He was a World War II veteran who had great aspirations about America, but his dream was not coming true.
At the age of seven, I came home one day to find my dad sprawled on the couch in our two-bedroom apartment in a full-leg cast; he had fallen on the job and broken his leg. This was way before the invention of Pampers, and he worked as a delivery driver for cloth diapers. He hated this job bitterly, but on this one day, he wished he had it back. In 1960 in America, most companies had no workers' compensation and no hospitalization for a blue-collar worker who had an accident. I saw firsthand the plight of the working class.
That experience had a significant effect on how I see the world. When I got into a position of responsibility at Starbucks, what I wanted to try to do was build a kind of company that my father never got a chance to work for.
We at Starbucks have been trying to create an industry that did not exist, and a kind of brand that was very unusual. We said to ourselves that if we wanted to build a large enterprise and a brand that had meaning, relevance and trust for all its constituencies, then we first had to build trust with our employees. So we tried to co-author a strategy in which those who worked for the business were really part of something. As a result, in 1989 we began to provide equity in the form of stock options to our employees.
A successful business is built on authentic values.
When we did this, we had a couple hundred employees and fewer than 50 stores. Today, we have close to 50,000 employees, whom we call partners, and we will open up our 3,500th store at the end of this month. We have built, I think, an enduring business upon a premise that says the experience that we create inside our company will be the defining mechanism of building our brand. We said we must first take care of our people.
A business must be built on a set of values, a foundation that's authentic, so you can look in the mirror and be proud of what's going on.
Recently I was walking down a street in London that was a very high-fashion piece of real estate. It had one designer store after another. Expensive stores, expensive rents. Out of the corner of my eye, I saw a storefront that just did not fit. It was about 12 feet wide, and no more than a 500 square foot store. In the midst of all these fancy signs and fancy stores, this store had one word on top of the door: "Cheese." I couldn't figure out what it was, so, curious, I went in.
Behind the counter was a poorly dressed 70-year old guy, and I was the only customer. As soon as I walked in, he came to life. I said, "I don't know much about London, but it appears to me that this store really doesn't fit on this street." He replied, "Many people have said that to me, young man. But the truth is, it's been here over 100 years."
I said, "I'm sure you can make a lot more money on this store if you leased it or you sold your business." He replied, "Well, I wouldn't lease it because I own the building. The legacy, responsibility and pride that I have is to the generations of my family who have come before me. That is why I come to work every day to be a purveyor of cheese to honor the people who've come before me."
The cheese just came to life with his words.
Think about all our experiences every day. How often does anybody honor us as a consumer? Rarely. But when it does happen, the power of the human spirit really does come through. At the end of the day, when business is really good, it's not about building a brand or making money. That's a means to an end. It's about honoring the human spirit, honoring the people who work in the business and honoring the customer.
When I was in Israel, I went to Mea Shearim, the ultra-Orthodox area within Jerusalem. Along with a group of businessmen I was with, I had the opportunity to have an audience with Rabbi Noson Tzvi Finkel, the head of a yeshiva there [Mir Yeshiva]. I had never heard of him and didn't know anything about him. We went into his study and waited 10 to 15 minutes for him. Finally, the doors opened.
Rabbi Finkel was severely afflicted with Parkinson's disease. Our inclination was to look away.
What we did not know was that Rabbi Finkel was severely afflicted with Parkinson's disease. He sat down at the head of the table, and, naturally, our inclination was to look away. We didn't want to embarrass him.
We were all looking away, and we heard this big bang on the table: "Gentlemen, look at me, and look at me right now." Now his speech affliction was worse than his physical shaking. It was really hard to listen to him and watch him. He said, "I have only a few minutes for you because I know you're all busy American businessmen." You know, just a little dig there.
Then he asked, "Who can tell me what the lesson of the Holocaust is?" He called on one guy, who didn't know what to do -- it was like being called on in the fifth grade without the answer. And the guy says something benign like, "We will never, ever forget?" And the rabbi completely dismisses him. I felt terrible for the guy until I realized the rabbi was getting ready to call on someone else. All of us were sort of under the table, looking away -- you know, please, not me. He did not call me. I was sweating. He called on another guy, who had such a fantastic answer: "We will never, ever again be a victim or bystander."
The rabbi said, "You guys just don't get it. Okay, gentlemen, let me tell you the essence of the human spirit.
"As you know, during the Holocaust, the people were transported in the worst possible, inhumane way by railcar. They thought they were going to a work camp. We all know they were going to a death camp.
"After hours and hours in this inhumane corral with no light, no bathroom, cold, they arrived at the camps. The doors were swung wide open, and they were blinded by the light. Men were separated from women, mothers from daughters, fathers from sons. They went off to the bunkers to sleep.
Am I going to push the blanket to the other people, or am I going to pull it to stay warm?
"As they went into the area to sleep, only one person was given a blanket for every six. The person who received the blanket, when he went to bed, had to decide, 'Am I going to push the blanket to the five other people who did not get one, or am I going to pull it toward myself to stay warm?'"
And Rabbi Finkel says, "It was during this defining moment that we learned the power of the human spirit, because we pushed the blanket to five others."
And with that, he stood up and said, "Take your blanket. Take it back to America and push it to five other people."
(22) Anonymous, November 16, 2011 7:27 PM
Good life lesson . thank you for sharing .what did mr sshultz think it meant. Did he feel he was already sharing.we applaud him.
(21) Anonymous, November 16, 2011 6:42 PM
Addendum to Starbucks Chairman’s Thoughts On Rav Nosson Tzvi Finkel zt”l
Addendum to Starbucks Chairman’s Thoughts On Rav Nosson Tzvi Finkel zt”l Someone I know attended a shiur given by Rabbi Dovid Orlovsky this past Wednesday here in Ramat Beit Shemesh. He mentioned the article which has been circulating about Howard Schultz, the Chairman of Starbucks, and his meeting with Rav Nosson Tzvi Finkel, zt"l. Rabbi Orlovsky then proceeded to tell us the following story, witnessed by Rav Nosson Tzvi's gabbai. Apparently Mr. Schultz later returned to Israel and visited Rav Nosson Tzvi again. He pulled out a blank check, signed it and told Rav Nosson Tzvi to fill it out for whatever he wants. Rav Nosson Tzvi asked him, "I can fill out this check for whatever I want?" Mr. Schultz answered in the affirmative. Rav Nosson Tzvi picked up his pen, wrote out the check for $1400, gave it back to Mr. Schultz, and told him to take it across the street to the sofer, use it to buy himself a pair of tefillin, and promise to put it on every day. His yeshiva was millions of dollars in debt, and Rav Nosson Tzvi worked very hard to raise money for the yeshiva, but he thought about this fellow Jew first.
(20) Carrie, November 15, 2011 2:41 PM
So few words, such a big message.
(19) An Alumnus, November 15, 2011 3:30 AM
wise, warm and caring
I spoke to him on a few occasions, yet each time I walked away feeling like he was a loving father. Spasms and all, he was aristocratic, wise and above all warm and caring. I miss him.
(18) howard newman, November 13, 2011 11:38 PM
the American Dream
I only disagree with one thing in this article and that is Howard in the fullness of time your father did realize the American Dream
(17) Jon, November 13, 2011 9:26 PM
I beg to differ
With all due respect to the late Rabbi, the lesson of the Holocaust ought not to be sharing with and sacrificing for our fellow beings. Our first priority, always, is to save ourselves from evil by destroying it before it destroys us. Until that is accomplished, any talk about kindness to others is besides the point. G-d did not put us here to be kind and cowardly.
ellen, November 16, 2011 5:40 PM
torah, anyone
Jon, I don't know if you are going to read this reply, but I am SURE that most like almost everyone dropped their jaws at your comment. Torah is all about chesed and that is why Hashem put us here on His earth, to be like him, kind and merciful. And certainly, kindness is NOT synonymous with cowardice. I hope that you are not basing your outlook on any negative experience, if so I am sorry. But look more closely into Torah and you will feel much better.
Anonymous, November 16, 2011 5:45 PM
P.S.
And why do you think there is evil- not enough gestures, displays,or outlooks of kindness. Read the bio on the great Rabbi in either Hamodia or Ya-Ted (Nov 11), I forgot which and then see if you can "respectfully' even thinking about disagreeing with the Rabbi.
(16) Anonymous, November 13, 2011 8:24 PM
Thank you, Mr. Shultz ...
I was one of your original partners in 1993 who helped open a store in Colorado. I was between jobs ... journalism to barista to middle school teacher. Thank you for reminding me we were somewhat a select group. As I write this, I am fighting to keep my job, much like your father must have tried. My son is 23 and on his way to making his own life, one I hope will be easier for him than mine has been. Thank you for reminding me, too, how precious the small, sweet glimpses into what really matters can transform even a bleak situation. I'm sipping my Starbucks right now, and wishing you all the best.
(15) Bud Wolf, November 13, 2011 4:35 PM
What we must learn in America
Unfortunately those with the blanket in America do not share it but rather think about taking away the clothes from those who can barely afford them!
(14) Anonymous, November 13, 2011 4:17 PM
Probably an exception
Two months ago I had a coffee at one of the downtown Starbucks shops in Santiago Chile. Some of the employees were loudly complaining outside of the shop due to low wages and evil work conditions & making a hell of a din. This might or might not be true - I didn't enquire further. I just thought Starbucks might after all not be such a fine company, if it is unable to solve these labor related complaints in some other way.
Margarita, November 13, 2011 11:16 PM
complaining is not an indication
it makes me sad to see how quick are people to complain all the time. there is no time to stop and say something nice to each other, but complain - no problems. i am lucky enough to have nice people around me most of the time. when i stop to say thank you for a nice pattern on my coffee foam the reaction i get is sad - first question is "is anything wrong madam?" maybe we are using negative reinforcement too much, maybe this "i object" and "give me now" attitude should not be reinforced by putting wages higher, but rather try to encourage good behaviour of people who come to work each day and do what is required. so maybe it's not a company at fault - just a thought
(13) Anonymous, November 13, 2011 3:32 PM
MI KEAMCHO YISRAEL -- who is like your nation israel!
Thank you G-D that you created me as a human being that can comprehend such concepts.
Anonymous, November 13, 2011 11:17 PM
Amen
Amen
(12) ruth housman, November 13, 2011 2:09 PM
"Down" Comforters
Even in the midst of death, facing extinction, there was an ethical dimension. This is truly a profound story, and it shakes me, too. I actually believe, G_d was very much "there" in the camps. I happen to believe in Promises, and that there is a cosmic story that surrounds ALL stories that is going to provide light, amazing light, on ALL that has happened to us all, by way of suffering, atrocities, and that meaning as we know it, certainly in the hear and the ow and the NOW of it, has everything to do with the E motion that brings us to realize, we're all in this together, and that tikkun loam itself is imbued with the meaning of being gifted, this consciousness. There is an arrow to evolution, as within the word itself backwards is, love, and that arrow is moving us into an age of cosmic consciousness, in which the compass, the true North, is compassion itself. Hold on. This ride is not over, even when it seems it is, over. As to coffee it seems to ground so many of us, meaning keep us going. A little morning jolt. I go to Starbucks often, and I see in the stars, and in the music of the spheres, something of deep amazement, that will bring us all Home. I just bought a Starbucks mug, with this beautiful goddess on it, with a wreath in her hair, reminding me of what's light, and of Santa Lucia Day in Sweden, a celebration of LIGHT. We are all partners, in this, a co-created universe. And yes, LOVE is where it's at.
(11) Avrom Miller, November 13, 2011 2:03 PM
The Most Moving Tribute of a Real Tsadik
The most profound lesson in Judaism of what life is all about! Taking the most unimaginably horrible experience and turning it into an expression of humanistic kindness and compassion. That takes real Emunah, Courage and Strength.
Bessie Segal, November 13, 2011 7:12 PM
The Truth
This is the absolute truth.; a lesson for humanity and sums up how we act when we emulate Hashem.
(10) lisa frank, November 13, 2011 4:35 AM
amazing story what a kiddush hashem
(9) joshua, November 9, 2011 10:31 PM
paradigm shift
May God change my way of thinking so i may remember the 5 others.When I am in need, there is always someone who may need more than I do.
(8) Ana, November 9, 2011 1:27 PM
My family has been in this coffee business for nearly a century. B"H Our lands cultivate one of the most precious coffees in the world also known as Geisha and no, we are not in Indonesia. We are in the highlands of Panama in a town that has become one of the best places to retire in the world. No, it is not Eretz and I did not gave it the title. A few years ago, Forbes Magazine and others did. If you visit Panama, Boquete is about 8 hours trip by car. You will still find a Shommer Shabbat with a place where you could have a Kosher meal on Shabbos and daven in Hebrew. Boquete is in the Province of Chiriqui. Just before Boquete there is the City of David, with a 7 story hospital, a state university the legacy from the proceeds of coffee. Most of the downtown of Boquete is also a gift. In or around 1940's my greatgrandfather Mair Sitton was wounded by a bullet, he was tended by a doctor. In return for his health, a gift of 4200 acres of land was given. That gift is the Town of Boquete. When Forbes Magazine listed Boquete as one of the places to reside in the world, thousands of people came to town to buy land. A short glance at real estate in Boquete could yield hard to find an acre of land for less than $100K. Boquete produces the precious Geisha Coffee Bean, one ot the most expensive in the world reaching prices of $170.00 per lbs at auction. In considering all of these, I have to choose between moving to this land and continue a family tradition and the conversion of the children I adopted. It is not a hard decision. Mr. Schultz, I enjoy your article, because it is said in Panama that our business, Cafe Sitton is the "Starbuck's" Panama. Please come to visit, before is gone. There is no such thing as coincidence.... Mr. Schultz, I
Rachal, November 10, 2011 12:18 PM
adopted, converted, loves coffee, lives in Israel.
wow it sounds so beautiful where you live; a hard place to leave. I was adopted at three days old by a Jewish family in New York. At nineteen I had an orthodox conversion and now live in Israel raising seven amazing Israeli children. Good luck on your journey. I could almost smell the coffee from here. I just built a tiny little business in Israel. You can check out the on-line site. www.HebrewTshirts.co.il
(7) lisa, November 9, 2011 11:26 AM
The world now has a void without Rabbi Finkel z"l
So, Mr. Schultz.....did you push it to 5 other poeple??
(6) Anonymous, November 8, 2011 10:08 PM
Support a pillar in the Jewish world
With the sudden passing of one of the leaders of the Yeshiva world, it should be noted that the Mir Yeshiva of Jerusalem, of which Rabbi Nosson Zvi Finkel zt"l was the head, is in a very difficult financial predicament. The Mir Yeshiva in Jerusalem is in great debt - it is a 8 figure sum debt. Rabbi Finkel was actively involved and travelled himself to raise funds. Supporting Torah institutions is a great honour that merits tremendous reward. Help Yeshivas Mir in Yerushalayim, and encourage others to give their financial support to an insitituion that is one of the pillars of the Jewish world.
Ann Brady, November 12, 2011 3:07 PM
Blessed be the good Rabbi's memory
Better Torah than coffee! Thank you for putting this in proper perspective.
(5) Anonymous, November 8, 2011 7:15 PM
This rabbi passed away suddenly this morning, which is why this article is here, as a tribute.
(4) colleen gagnon, February 17, 2002 12:00 AM
Humble Businessman
How wonderfully refreshing to hear from a businessman who has spirituality and ethics which he uses in the work force. Lucky employees!
(3) emma jackson, February 15, 2002 12:00 AM
brilliant!!!
i thoroughly enjoyed reading your story!!!
(2) steven fox, February 13, 2002 12:00 AM
Starbucks pushes blankets to their employees
In an age where health care is of concern to all, Starbucks gives it to their employees.
(1) deborah womack, February 12, 2002 12:00 AM
it brought tears to my eyes
i want to meet this rabbi......how profound is his perspective.....we can all learn so much by his comments