One man single-handedly shaped the coffee world we know today, all because he chose to skip the taxi and take a walk down an alley in Milan.

Capturing that story on film, told in Howard Schultz’s masterful way, is what made the CNBC show American Made, a TV series my best friend and I created, a hit. His presence, passion, and embodiment of the American Dream pulled viewers in.

His story was raw, authentic, and unforgettable. The lessons I learned from him shaped the foundation of how I now teach founders to tell their story.

In today’s newsletter, I’ll break down the story that started it all and share:

Enjoy this back-alley story that is one of the reasons you probably have a cup in your hand right now…☕ LG

Howard Schultz grew up in a small, two-bedroom apartment in a Brooklyn housing project, never imagining a future in business. His family was too poor to send him to college, but his athletic talents earned him a football scholarship to a small school in Michigan. 

However, he lost the scholarship when he couldn't make the team and had to take out loans and work multiple jobs to stay in school, even selling his blood at times to make ends meet.

Despite these challenges, he maintained a B average and became the first college graduate in his family.

After graduation, Howard entered a sales training program at Xerox, where he quickly became one of the top salespeople. Seeking new challenges, he joined Hammarplast, a Swedish company selling kitchen equipment, including drip coffee machines. Howard worked his way up to vice president and general manager, leading a sales team.

One of Hammarplast's top customers was a small coffee bean company in Seattle, which intrigued Howard due to its significant orders. On a visit to this company, he was captivated by their passion for coffee and their meticulous approach to roasting beans. 

Impressed, Howard left thinking:

“God, what a great company; what a great city. I’d love to be a part of that.”

A year later, he quit his job and joined the Seattle coffee company.

While working for the coffee bean company, Howard had the opportunity to travel to Milan, Italy, for an international housewares show. One afternoon, instead of taking a cab back to his hotel, he wandered the cobblestone alleys of Milan.

As he turned a corner, he heard the lively hum of conversation and smelled the rich aroma of espresso before he even saw it.

Then it appeared: an Italian espresso bar alive with energy. 

Baristas shouted out drink orders, words like grande, mocha, and macchiato that would later become part of everyday American vocabulary. A couple chatted intimately in the corner. A man read a book at a table. Two friends sitting at the bar in animated conversation. 

This cafe wasn’t just about coffee, it was a shared ritual, a pause in the day, a place to connect. That moment stayed with Howard.

It wasn't just an experience; it became a story.

One he brought back to Seattle and shared with passion and clarity. He called it the “third place”, a communal space between home and work. His belief in that vision inspired the creation of a test café. And though the original owners didn’t see the opportunity, Howard did. 

After returning from Milan, Howard Schultz couldn’t stop talking about the Italian espresso bars he had seen. He pressed the owners of the coffee bean company he worked for to try it.

Howard's dedication to this experience turned Starbucks into the most successful coffee company in the world, with over 40,000 stores in 88 countries, generating more than $66 billion annually. Starbucks serves an average of 8 million coffee drinks every day worldwide and is one of the most recognizable brands globally, alongside Apple, Coca-Cola, and McDonald's. 

Storytelling Lessons from the Espresso Bar That Changed Everything

Howard Schultz didn’t just stumble upon a business idea in Milan, he lived an experience so powerful that it became the cornerstone of one of the world’s most iconic brands. That moment became the story he told again and again to inspire employees, win over investors, and build a global company rooted in human connection.

Here are three storytelling lessons founders can draw from Howard’s walk in Milan:

A study published in ScienceDirect found that students who regularly spend time in third places, like cafés and coffee shops, have higher GPAs, better standardized test scores, and improved mental well-being, rivaling the psychological benefits of time spent in parks.

Long before this research existed, Howard Schultz felt the truth of it firsthand while wandering the streets of Milan. The espresso bar he discovered there wasn’t just serving coffee, it was serving connection. That experience became the heart of his story, and his story became the foundation of Starbucks’ global success.

I’m incredibly proud to share the opening of American Made, the very first episode of the show I created and produced for CNBC. Featuring Howard Schultz, founder of Starbucks, this segment captured lightning in a bottle.

His presence, authenticity, and storytelling, alongside the powerful on-screen chemistry with my best friend and host Ingrid Vanderveldt, helped launch one of CNBC’s most successful series.

This moment marked the beginning of something special, and what I learned from Howard’s story has shaped my own path as a storyteller ever since.