Howard Schultz: belief

Transcript context

…My understanding from our research is that the Robusta market really developed (as you say) with the instant coffee market, and that was a product of World War II. It was like, hey, we got to get the troops this product to survive. We just need a lot of beans, and we need to ground them up and create this instant product. I believe Maxwell House was involved in inventing. You’re exactly right. It was just fuel, bitter, acidic. I think World War II and the GIs were the impetus for that quality coffee, or not quality coffee to exist and have any run after the war. So you show up at Starbucks, you know a little bit about the market because you’ve been a supplier of theirs, but you happen to be a pretty talented salesman from your time at Xerox. I want to make a tie here. Our previous episode was the Microsoft episode, or at least Microsoft Volume I. You were selling word processors made by Xerox. Tell me what word processors were in the mid-70s.…

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