When Howard Behar joined Starbucks as president in 1989, the company had just 28 stores. Through his leadership, early actions and behaviors he established a People First culture and led the coffee giant’s expansion to over 15,000 stores internationally.

In a discussion with Tugboat Institute CEO Dave Whorton, Behar shares his life story and reveals how a single lesson from his dad in their family’s grocery store forged his deep-seated belief that the meaning of life is to serve others. Behar, who contends that all businesses are in the people business whether they realize it or not, shares the most important lessons from Starbucks’ growth, and what he’s learned in the years since that chapter of his life ended.