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Live Episode! Starbucks: Howard Schultz

How I Built This with Guy Raz

CHAPTER

The Name of the Company Is a Name No One Can Pronounce

i spoke to 200, forty two people to try and raise one million, 700 thousand dollars to form ildernaly. It reminded me of coal calling, lot of rejection. The name of the company is a name no one can pronounce. You're going to sell coffee for two to three dollars a cup of coffee in a paper cup with italian names that no one's ever heard of. And you want to give health care to your employees. So t is a tough cell.

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