Schultz admits that managing a highly ethical company isn't easy. The outside world holds up a magnifying glass to their environmental principles and their treatment of coffee plantations. One has to spend a lot of time and money to deal with issues that competitors needn't concern themselves with. But it's a burden Starbucks bears because the company cares a lot about the opinions of consumers and staff, Schultz writes.
蕭茲承認，要經營一家高道德標準的公司並不容易，他們必須被外界用放大鏡檢視環境理念、對弱勢咖啡農的態度等，「你必須花很多時間金錢，去處理同業不屑一顧的問題，但還是要一肩挑起，因為星巴克很在乎消費者和員工的風評。」