A story of shift and transformation
In our last blog post, we introduced Howard Schultz as a visionary leader at Starbucks, and how he was able to break the cycle of the self-fulfilling prophecy of emotional intelligence. Today’s post looks at another element of Schultz’s leadership; his focus on his people.
In 2008, Starbucks was in trouble. Sales were dropping. The brand was losing its spark. Stores had become mechanical, profits-driven operations rather than welcoming community spaces. Many blamed external market forces, but Schultz—who had stepped down as CEO years earlier—saw something deeper.
When he returned as CEO, Schultz didn’t just tweak strategy or update the product line. He changed the focus. He asked: “What happened to our people?”
The answer wasn’t pretty. In pursuit of rapid expansion and increased efficiency, leadership had stopped listening. Communication between corporate and the frontline was broken. Employees—called ‘partners’ in Starbucks’ culture—felt like cogs in a machine. Morale was low, and it showed in the customer experience.
So Schultz shifted the leadership mindset. He made it clear: It’s not about us—it’s about them. Our partners. Our people.
He recommitted to something deeper: people-first leadership.
What followed was a massive reinvestment in staff training, listening forums, and a renewed focus on purpose. The business didn’t just recover—it thrived.
True leadership begins with understanding
Great leadership isn’t about charisma, control, or vision in isolation. It starts with something quieter, more human: understanding.
Understanding that your success depends on the people you lead.
Understanding that when your team feels seen, heard, and valued, they give their best.
Understanding that communication isn’t top-down—it’s a two-way relationship.
Schultz realised that his job wasn’t to fix Starbucks by himself. His job was to reconnect the company with its people and create the conditions for them to do great work.
Leaders often think that their people are there to serve them, to work for them. Schultz understood the essence of great leadership: that he was there to serve his people.
That’s what true leadership looks like.
The trap of “leader-centric” thinking
It’s easy to fall into the trap of thinking that leadership is about you: your vision, your strategy, your results. But that mindset quietly creates distance.
Your team isn’t inspired by your targets—they’re inspired by how they feel when they work with you. Are they respected? Are they listened to? Do they believe they matter?
When leaders make it about themselves, even unintentionally, they often miss key signs of disengagement. Communication becomes transactional. Decisions are made in isolation. Trust erodes.
And here’s the twist: when you shift focus away from yourself and towards your people, the results take care of themselves.
Making the shift: from self to service
So how do you do it? How do you shift from a self-centric leadership style to one rooted in service and understanding?
Here are three practical starting points:
1. Listen more than you speak
Hold regular one-on-ones. Ask open questions. Seek out feedback—even when it’s uncomfortable. Make it safe for your people to speak honestly.
True communication is about connection, not control. Listening shows respect, and respect builds trust.
2. Define success together
Don’t assume you know what matters most to your team. Ask them. Involve them in setting goals and deciding how to get there. When people co-create the plan, they’re far more invested in the outcome.
3. Show up with empathy
Be curious about your people’s experiences. Notice what’s unsaid. Recognise personal wins and team efforts. Lead the human first, the employee second.
Empathy isn’t weakness—it’s a strength. It fuels better decisions, stronger relationships, and a culture where people want to stay and grow.
People first, always
When Schultz returned to Starbucks, he didn’t bring a revolutionary product or flashy new marketing campaign. He brought attention back to the people. He reminded the business that its soul lived not in the logo or the stock price—but in the hands and hearts of its baristas.
That’s leadership.
And it’s a principle that applies whether you lead a team of five or five thousand.
When you truly understand that leadership is not about you—it’s about them—everything shifts. Communication improves. Culture strengthens. Performance lifts.
Because at the end of the day, results don’t come from pressure. They come from people who believe in what they’re doing, feel proud of who they’re doing it with, and know they’re supported by a leader who’s genuinely in their corner.
A final thought
Take a moment this week to ask yourself: “Am I making this about me, or about them?” Am I demonstrating people-first leadership?
The answer to that question could change everything.
If you or your team would benefit from training or coaching around supporting your people to be as successful as they can be, and how to shift the focus on to them, for the benefit of all, or any of the other leadership, communication and soft skills required to develop outstanding leaders and high performing teams, please book in for a free, no obligation Discovery Session. Alternatively, you can email us at info@full-potential.com.au, or call us on +61 412 403 373. We’d love to chat with you!
