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.

Watch and be inspired to care like you mean it.