Howard Schultz Former Starbucks CEO Howard Schultz is not my favorite corporate boss, after all he sold out the Seattle Supersonics! However, personal feelings aside, in terms of media relations Schultz knows what he’s doing. He wins this interview by showing emotion and comes across as honest and relaxed as a CEO can when talking about layoffs and store closings. He listens intently and gives candid answers with personal examples. Instead of citing facts and figures to justify the layoffs he TELLS A STORY! He talks about the “people not the stores” which engenders sympathy. FYI, the location sends the same message, they’re in a Starbucks, not some lifeless boardroom or in front of some generic studio backdrop.

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