The Starbucks connection -- Principle 1. Savor and elevate. If you don't have passion for your product, why should your customer? ; From replicable and consistent to magical and unique -- Principle 2. Love to be loved. It's a matter of trust and love ; It must thrive inside to be experienced outside -- Principle 3. Reach for common ground. Assume the universal : serve the unifying truths of humans ; Respect, celebrate, and customize : listening and innovating to meet local, regional, and global needs -- Principle 4. Mobilize the connection. Growing the connection through technology ; Personal relationships translate : sharing the love from people to products -- Cherish and challenge your legacy. Honor the past, but don't be trapped in it ; Taking the long view : building success that lasts ; Forging a real lifestyle connection.