Indledning
In the year 2013, the American businessman Howard Schultz who was the CEO of Starbucks company back then delivered a political speech during his acceptance of business statesmanship award.
In 1982, Howard Schultz joined Starbucks as a director of operations and marketing.
At the time, there were only four Starbucks stores. Yet later on, he bought the company, and with him being the CEO;
Howard Schultz led Starbucks to an incredible growth which included the expanding of Starbucks to more than 17,600 stores in 39 countries around the world1, where he planted the seeds for one of the most ambitious retail expansions in history.
Schultz stepped down as CEO in 2000 until 2008, and instead he focused on Starbucks' "social missions" as chairman. Besides his social, Howard Schultz has deep interest in politics and a feeling of responsibility to effect change in the US.
Therefore, it is no surprise to say that Starbucks was not the main topic in this speech, but his concern for the situation of the country during that period of time.
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Uddrag
Howard Schultz opened his structured speech by thanking the audience and expressing how honored he was to receive the award. He started by informing the audience that Starbuck will not the subject of his speech “I’m not here honestly to talk too much about Starbucks”. By this he managed to move from the idea of talking business to talking politic smoothly.
In the introduction, he stated “ ... we all will agree in one thing” and then stopped. A thesis statement, which allowed Schultz to take full attention of the audience in a very effective manner and linking his introduction to the body of the speech where he started elaborating the topic.
The speech was given in one of CED occasions which means most of the audience were members of Community Economic Development. Schultz ́s explicit audience was made up of republicans, democrats and independents as he mentioned.
Yet the speech had an implicit audience at the same time because the message behind the speech was for everyone to hear.
Schultz wanted everyone to know that the country is going through a bad situation therefore there was great need for everyone to put citizenship before partisanship. He wanted to motivate and encourage them to make an action and not to be a bystander anymore.
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