The word "no" has been said to me more than "yes"...

比起「好」，我更常聽到「不」。

But I never let that stop me from building the fifth largest food chain in the world.

但我從未讓這件事阻止我建立世界上第五大連鎖餐飲企業。

I am now the 232nd richest person in the United States with a net worth of $2.9 Billion dollars.

我現在是美國富人榜第 232 名，擁有 29 億美元的資本淨值。

Guess Who? Their life from beginning to present.

猜猜這是誰？成功人士至今的生命歷程。

I was born on July 19, 1953, to a family that didn't have a lot of money.

1953 年 7 月 19 日，我出生在家境清寒的家庭。

Money was a challenge as my mother was a receptionist.

金錢的匱乏是一大挑戰，我媽媽是一名總機小姐。

And my father was a World War II veteran working as a diaper delivery driver.

爸爸是二戰的退伍軍人，他後來成為尿布配送司機。

They didn't have a college education, but they worked hard for the family, and they loved their work.

雖然他們兩個都沒有上過大學，但是他們為了家庭認真工作，並且熱愛他們的工作。

I don't know if they were ever able to enjoy life.

我不知道他們有沒有真正享受過生活。

When my father fractured his ankle while working, it brought us to our lowest point.

當我爸因為工作而腳踝骨折時，我們家的狀況跌到了谷底。

Little money in our pockets, medical bills to pay, we lived by the day.

當時我們只剩一點錢，還要支付醫療費用，每天都過著沒有明天的生活。

It was difficult seeing hard working people struggle for survival.

看著辛勤工作的人為了生存而奮鬥是一件很痛苦的事。

I promised myself it wouldn't happen to anyone else.

我當時就對自己許下諾言，不再讓這樣的事發生在任何人身上。

Most people work their first job at 18. My first job was at 12 years old.

大多數人在18歲時開始第一份工作，而我則是12歲就開始了。

I sold newspaper and worked in a local cafe.

我賣報紙並在一家咖啡廳工作。

I guess you can say my childhood wasn't really much of a childhood except for playing sports.

我想你大可以說除了運動之外，我沒有度過真正的童年。

I wasn't a straight-A student or most voted to succeed, but I was really good at American Football.

雖然我不是全 A 資優生，也不是大多數人票選會成功的學生，但我很擅長美式足球。

It was a way for me to escape my world and enjoy something I was good at.

美式足球讓我逃離現實並讓享受我所擅長的事物。

I worked hard and was awarded a football scholarship to Northern Michigan University where I became the first person in my family to go to college.

我非常努力並拿到了北密歇根大學的足球獎學金，成為我家第一個上大學的人。

I always knew I wouldn't become a professional football player, but I did know I wanted to be educated.

我一直都知道自己不會成為專業的足球選手，但我一直都知道自己想接受教育。

I worked hard for it and became the first person in my family to graduate from college.

所以我很用功並成為我家第一個大學畢業生。

I worked various jobs and have always been determined to succeed at my goals.

我嘗試了許多不同的工作，也一直抱著要成功達到目標的決心。

At 26 years old, I became Vice President in charge of sales for a Swedish Houseware company.

我 26 歲的時候，成為一家瑞典家居公司的銷售副總。

No, it's not IKEA, if that's what you're thinking. In some people's minds, this would be seen as "successful".

不，不是你猜想的宜家家居。對一些人來說，這樣已經堪稱「成功」。

I mean, Vice President isn't an easy job title at such a young age. But not me.

畢竟，副總這個頭銜，對年輕人來說可不好勝任，但我並不滿足。

I didn't feel happiness, joy or fulfillment.

我沒有感受到幸福、快樂或成就感。

Not until I visited a shop that was placing large orders for one of our items, a drip coffeemaker.

直到我去拜訪大量訂購我們公司的濾滴咖啡機的那家店。

At the time, the two owners were selling whole coffee beans, teas, spices and coffee-making accessories.

當時，兩位店主在店裡販賣未研磨的咖啡豆、茶葉、香料和咖啡製作設備。

I felt their passion and love for something as simple as coffee. Coffee! Can you believe it?

我感受到他們對咖啡這樣單純的東西的熱愛，咖啡欸，你相信嗎？

Keep in mind, this was 1981 when coffee was a quick drink to get you through the work day.

記得，這可是 1981 年，當時咖啡只是一種幫助你度過工作日的速沖飲料。

I knew this was where I belonged.

我知道我屬於這裡。

I fell in love with what they created and the passion they had for something that was overlooked.

我愛上了他們創造的東西，愛上了他們對被忽視的事物的熱忱。

For one year, I called, I asked, I nagged, and I visited asking them to let me join their team.

後來整整一年，我不斷地打電話、洽詢、嘮叨並拜訪他們，希望能加入他們的團隊。

I must have annoyed them really badly because later that year, I became their Director of Marketing.

當時的我一定讓他們感到很厭煩，因為那年年底，我成為了他們的行銷總監。

One year into the job, I went on a business trip to Milan.

在那邊工作了一年後，我出差到了米蘭。

And what I saw was a complete difference from American coffee drinking culture.

我在那裡看到了與美國完全不同的咖啡文化。

People actually sat down and enjoyed their drinks. It was more than a drink, it was a relationship.

人們會真的坐下來享用咖啡，它不只是一種飲料，而是建立關係的橋樑。

A place where people went to meet, talk, and appreciate a finely made coffee.

咖啡廳是一個人們聚會、聊天並品嚐精緻咖啡的地方。

"This was what we need," I thought . This was my second eureka moment!

我心想：「這正是我們所需要的」。這是我第二次頓悟。

I told the owners of my vision, but they wanted to stay true to their current business of selling bulk items, not individual drinks. I didn't blame them.

我將我的想法告訴了老闆，但他們想要忠於目前的業務，繼續販賣成散裝商品，而不是單杯飲料，我不怪他們。

Americans at the time didn't even know what a latte was!

當時的美國人甚至不知道拿鐵是什麼！

I decided I would create my own coffee shop.

我決定要開一家自己的咖啡廳。

The challenge was trying to raise $1.6 million dollars in 1 year.

當時遇到的挑戰是要在一年內募到 160 萬美元。

I spoke to 242 people, and 217 said "no" - that's a 90% no by the way.

我當時去找了 242 個人，其中 217 個人都回答「不」。順帶一提，這表示有九成的人都說「不」。

They'd tell me it wasn't worth the money. That it wouldn't work.

他們告訴我不值得花這些錢，這樣是不會成功的。

That there was no real profit in such a business. I won't lie.

這樣的生意是不會賺到錢的。我不會騙你們。

I was discouraged and I even questioned my idea. But growing up poor, I wasn't after profits or millions.

當時的我深深被打擊，甚至開始懷疑自己的想法，但是從貧困的環境中長大，我並不追求利益或是百萬收入。

I was after my dreams to become a reality. I didn't get my full $1.6 million.

我追求的是化夢想為現實。最後我還是沒有完全募到 160 萬。

But I got what I needed to open my first shop, "Il Giornale." I made many mistakes in that first store.

但我已經得到夠多錢，可以開第一家店 Il Giornale 。我在這第一家店中犯了很多錯。

But I learned very quickly and picked myself up until we were making annual sales of half a million dollars.

但我學習的很快並重整旗鼓，直到我們創造了 50 萬的年收入。

I was one step closer to my goal. But something was still missing.

我離自己的目標又更近了一步，但還是缺了什麼。

Remember that shop I had to be apart of and worked for?

還記得那間我曾經待過的店嗎？

Well, soon after, the owners decided to sell their business.

不久之後，老闆們決定要賣掉他們的生意。

I had a deep relationship with that shop and I just couldn't let it go.

而我對那家店有很深的感情，不可能就這樣讓它被賣掉。

So, in 1987, I bought their 6 stores for $3.8 million dollars.

所以我在 1987 年的時候用 380 萬買下了他們 6 家店面。

And combined my stores with their 6 and became the CEO of Starbucks Coffee. You heard it correctly.

我自己的店加上他們的 6 家店，我成為了星巴克咖啡的執行長。是的，你沒有聽錯。

Starbucks was the first coffee shop I walked into, worked for, and eventually bought.

星巴克就是那家我第一次走進去，在裡面工作並最後將它買下的咖啡廳。

Although, it wasn't the Starbucks you know today. Over the years...

雖然當時還不是你今天所知的星巴克，但過了幾年後...

I managed to transform it into the drink shop I always imagined.

我成功地將它們改造成我夢想中的咖啡廳。

That people said was "dumb", a "bad idea", "wouldn't work".

從經被人們說是「愚蠢的」、「壞主意」和「不會成功」的咖啡廳。

It's grown to be a place that is more than specialty coffee drinks.

它成為了一個不只是販賣咖啡的地方。

But a place to study, meet friends and feel comfortable.

而是一個可以念書、與朋友碰面和讓人感到舒適的地方。

There are now more than 26,736 Starbucks stores in more than 75 countries employing over 300,000 people.

現在已經有超過 26736 間星巴克門市分布在 75 個國家，擁有超過 30 萬名員工。

But that's not where my successes lie.

但我的成功並不建立在這些上

I found my success when I was finally able to give back to every Starbucks employee, or...

我的成功建立在自己終於能回饋給每位星巴克員工，

Partners is what I call them, with stock options, free health care, dental care, retirement plans...

或是我口中的夥伴，股票選擇權、免費醫療照護、牙齒保健、退休計畫、

Adoption assistance, and paid college tuition for all of our partners.

育兒津貼和大學學雜費補助

My father passed away before he could see what I've done. But I think he'd be proud.

我爸爸在能看到我做的這一切前就過世了，但我想他一定會很驕傲地

To see Starbucks providing hard working class people with benefits he wasn't able to enjoy or provide.

看著星巴克提供這些福利給辛勤的勞工階級們，而這些福利都是當時他無法享受到或是提供的

No, I wasn't the original founder of Starbucks Coffee Company.

不，我並不是星巴克企業最初的創辦者

But I had the goal to build a relationship between man and coffee.

但我立志於建立起人與咖啡之間的連結

And I made it into the Starbucks you know today.

然後我打造了你今天所知的星巴克

Most of all, I had the dream to build a company that my father was never able to work for.

最重要的是，我一直夢想著建立這樣一家公司，一家我爸爸從不曾工作過的公司

A company that treated their employees how my father and family wanted to be treated.

這家公司以我爸爸和我的家人所希望被對待的方式，來對待這裡的員工

It was never about the money, the profits or the possible wealth.

對這家公司來說最重要的不是錢、不是利益、更不是潛在的財富

It was about the people I would help.

最重要的是我能幫助的人

That is my success.

這才是我的成功

That is my greatest achievement.

這才是我最大的成就

My name is Howard Schultz, and I am the rags to riches who built Starbucks Coffee Company.

我的名字叫 Howard Schultz ，我從一貧如洗到今日的豐衣足食，將星巴克企業

Into one of the world's most recognizable brands.

打造成當今世界上最知名的品牌之一