Howard Behar joined Starbucks as President of North America in the very early days of the company. He learned quickly that as a leader, CEO Howard Schultz truly cared for the company’s people, from its employees to its customers.

In this Tugboat Institute® talk, Howard shares the stories of two men named Jim, a Starbucks customer and an employee. The stories illustrate what “caring like you mean it” looks like, and how far Howard Schultz was willing to go for his people.