--- title: "Meaning & Key Takeaway of: The companies that are lasting are those…" description: "\"The companies that are lasting are those that are authentic.\" — Howard Schultz" image: "https://sms4smile.com/quotes/i/58c/howard-schultz-1317_authentic_the-companies-that-are-lasting-are-those_1808686.png" --- # The companies that are lasting are those that are authentic. ![“The companies that are lasting are those that are authentic.” quote by Howard Schultz](https://sms4smile.com/quotes/i/58c/howard-schultz-1317_authentic_the-companies-that-are-lasting-are-those_1808686.png) [Download](https://sms4smile.com/quotes/i/58c/howard-schultz-1317_authentic_the-companies-that-are-lasting-are-those_1808686.png) [Open image](https://sms4smile.com/quotes/i/58c/howard-schultz-1317_authentic_the-companies-that-are-lasting-are-those_1808686.png) > “The companies that are lasting are those that are authentic.” [Howard Schultz](https://sms4smile.com/quotes/author/howard-schultz/) ## About This Quote This interpretation was drafted with AI assistance. It is one reading of the quote, not the author's own explanation. Authenticity builds lasting companies by aligning actions with core values and trust. **In simple terms:** Being true makes a company endure. Key Takeaway Align actions with values. Themes authenticity leadership brand longevity trust values Mood reflective inspirational Type business leadership When to use this quote - building a brand - leadership decisions - employee engagement Key Concepts Corporate culture brand identity customer loyalty long‑term strategy Questions to Reflect On - How can a company stay authentic while scaling? - What trade‑offs arise between authenticity and profit? A Different Perspective Authenticity alone may not overcome market forces. ★ ★ ★ ★ ★ No ratings yet [Authentic](https://sms4smile.com/quotes/about/authentic/) [Authenticity](https://sms4smile.com/quotes/about/authenticity/) [Companies](https://sms4smile.com/quotes/about/companies/) [Companies Lasting](https://sms4smile.com/quotes/about/companies-lasting-1355312/) [Company](https://sms4smile.com/quotes/about/company/) [Customer](https://sms4smile.com/quotes/about/customer/) [Inspirational](https://sms4smile.com/quotes/about/inspirational/) [Lasting](https://sms4smile.com/quotes/about/lasting/) [Lasting Authentic](https://sms4smile.com/quotes/about/lasting-authentic-1355313/) [Love](https://sms4smile.com/quotes/about/love/) ## Related quotes > [In this ever-changing society, the most powerful and enduring brands are built from the heart. They are real and sustainable. Their foundations are stronger…](https://sms4smile.com/quotes/howard-schultz/in-this-ever-changing-society-the-most-powerful-and-enduring-brands-2/) [Howard Schultz](https://sms4smile.com/quotes/author/howard-schultz/) > [I'm the classic old-school entrepreneur that says let's build companies of lasting value.](https://sms4smile.com/quotes/heidi-roizen/i-m-the-classic-old-school-entrepreneur-that-says-let-s-build/) [Heidi Roizen](https://sms4smile.com/quotes/author/heidi-roizen/) > [People around the world, they want the authentic Starbucks experience.](https://sms4smile.com/quotes/howard-schultz/people-around-the-world-they-want-the-authentic-starbucks-experience/) [Howard Schultz](https://sms4smile.com/quotes/author/howard-schultz/) > [I think social media, it in a way forces companies to be more authentic or more transparent because it gives a voice to the…](https://sms4smile.com/quotes/padmasree-warrior/i-think-social-media-it-in-a-way-forces-companies-to-be-more/) [Padmasree Warrior](https://sms4smile.com/quotes/author/padmasree-warrior/) > [When you shop online, wouldn't you like to sample the bouquet of wines, the aroma of cigars, or the subtle fragrance of flowers before…](https://sms4smile.com/quotes/charles-platt/when-you-shop-online-wouldn-t-you-like-to-sample-the-bouquet-of-wines/) [Charles Platt](https://sms4smile.com/quotes/author/charles-platt/) > [I've witnessed first hand the impact the Benchmark team has had on new ventures, and I believe their commitment to the entrepreneur and dedication…](https://sms4smile.com/quotes/mitch-lasky/i-ve-witnessed-first-hand-the-impact-the-benchmark-team-has-had-on/) [Mitch Lasky](https://sms4smile.com/quotes/author/mitch-lasky/) > [We're all used to hearing the word 'authentic' a little too often these days, but in Senator Gillibrand's case, it's entirely accurate.](https://sms4smile.com/quotes/anna-wintour/we-re-all-used-to-hearing-the-word-authentic-a-little-too-often-these/) [Anna Wintour](https://sms4smile.com/quotes/author/anna-wintour/) > [Bring the best of your Authentic Self to every opportunity.](https://sms4smile.com/quotes/john-jantsch/bring-the-best-of-your-authentic-self-to-every-opportunity/) [John Jantsch](https://sms4smile.com/quotes/author/john-jantsch/) > [I feel a particular sense of responsibility when you're taking something from the magazine directly and putting it in video. You can't be too…](https://sms4smile.com/quotes/dawn-ostroff/i-feel-a-particular-sense-of-responsibility-when-you-re-taking/) [Dawn Ostroff](https://sms4smile.com/quotes/author/dawn-ostroff/) > [I had no idea that being your authentic self could make me as rich as I've become. If I had, I'd have done it…](https://sms4smile.com/quotes/oprah-winfrey/i-had-no-idea-that-being-your-authentic-self-could-make-me-as-rich-as/) [Oprah Winfrey](https://sms4smile.com/quotes/author/oprah-winfrey/) > [Authentic values are those by which a life can be lived, which can form a people that produces great deeds and thoughts.](https://sms4smile.com/quotes/allan-bloom/authentic-values-are-those-by-which-a-life-can-be-lived-which-can/) [Allan Bloom](https://sms4smile.com/quotes/author/allan-bloom/) > [“The biggest mistake people make when trying to be authentic is just that: they try. They see these role models of what an "authentic"…](https://sms4smile.com/quotes/vironika-tugaleva/the-biggest-mistake-people-make-when-trying-to-be-authentic-is-just/) [Vironika Tugaleva](https://sms4smile.com/quotes/author/vironika-tugaleva/) > [“But now? Being a sellout is the authentic thing. When”](https://sms4smile.com/quotes/nathan-hill/but-now-being-a-sellout-is-the-authentic-thing-when/) [Nathan Hill](https://sms4smile.com/quotes/author/nathan-hill/) > [I think as long as you're authentic, people will relate to that.](https://sms4smile.com/quotes/charles-woodson/i-think-as-long-as-you-re-authentic-people-will-relate-to-that/) [Charles Woodson](https://sms4smile.com/quotes/author/charles-woodson/) > [Anything that I ever do is from the heart and authentic.](https://sms4smile.com/quotes/belinda-carlisle/anything-that-i-ever-do-is-from-the-heart-and-authentic/) [Belinda Carlisle](https://sms4smile.com/quotes/author/belinda-carlisle/) ## More by Howard Schultz > [For Starbucks, there will be no shortage of the highest-quality arabica beans. I suspect that for some others there could potentially be a problem,…](https://sms4smile.com/quotes/howard-schultz/for-starbucks-there-will-be-no-shortage-of-the-highest-quality/) [Howard Schultz](https://sms4smile.com/quotes/author/howard-schultz/) > [If it Captures Your Imagination, it will captivate others.](https://sms4smile.com/quotes/howard-schultz/if-it-captures-your-imagination-it-will-captivate-others/) [Howard Schultz](https://sms4smile.com/quotes/author/howard-schultz/) > [If you look at coffee, tea, food and juice, we think there are inherent opportunities. If you look at health bars or grab-and-go products…](https://sms4smile.com/quotes/howard-schultz/if-you-look-at-coffee-tea-food-and-juice-we-think-there-are-inherent/) [Howard Schultz](https://sms4smile.com/quotes/author/howard-schultz/) > [The success of the Starbucks has been based on this balance between profitability and a social conscience. Everywhere we're doing business, were trying to…](https://sms4smile.com/quotes/howard-schultz/the-success-of-the-starbucks-has-been-based-on-this-balance-between/) [Howard Schultz](https://sms4smile.com/quotes/author/howard-schultz/) > [Companies should not have a singular view of profitability. There needs to be a balance between commerce and social responsibility... The companies that are…](https://sms4smile.com/quotes/howard-schultz/companies-should-not-have-a-singular-view-of-profitability-there/) [Howard Schultz](https://sms4smile.com/quotes/author/howard-schultz/) > [Success is best when its shared](https://sms4smile.com/quotes/howard-schultz/success-is-best-when-its-shared/) [Howard Schultz](https://sms4smile.com/quotes/author/howard-schultz/) > [While their service is ending, our responsibility is just beginning!](https://sms4smile.com/quotes/howard-schultz/while-their-service-is-ending-our-responsibility-is-just-beginning/) [Howard Schultz](https://sms4smile.com/quotes/author/howard-schultz/) > [“Living in the same city as Microsoft, I’m only too aware that, even in low-technology businesses like coffee, the Next Big Thing could knock…](https://sms4smile.com/quotes/howard-schultz/living-in-the-same-city-as-microsoft-i-m-only-too-aware-that-even-in/) [Howard Schultz](https://sms4smile.com/quotes/author/howard-schultz/) > [We have a big opportunity in China. We think the number of stores here can rival the number in North America.](https://sms4smile.com/quotes/howard-schultz/we-have-a-big-opportunity-in-china-we-think-the-number-of-stores-here/) [Howard Schultz](https://sms4smile.com/quotes/author/howard-schultz/) > [Starbucks is not an advertiser; people think we are a great marketing company, but in fact we spend very little money on marketing and…](https://sms4smile.com/quotes/howard-schultz/starbucks-is-not-an-advertiser-people-think-we-are-a-great-marketing/) [Howard Schultz](https://sms4smile.com/quotes/author/howard-schultz/) > [We woke up one day, and all the sudden Starbucks was in the middle of this political crossfire between the people who want to…](https://sms4smile.com/quotes/howard-schultz/we-woke-up-one-day-and-all-the-sudden-starbucks-was-in-the-middle-of/) [Howard Schultz](https://sms4smile.com/quotes/author/howard-schultz/) > [I'm in a different position than most CEO's. I'm a founder. I'm not a hired CEO. Now, I can be fired by the board,…](https://sms4smile.com/quotes/howard-schultz/i-m-in-a-different-position-than-most-ceo-s-i-m-a-founder-i-m-not-a/) [Howard Schultz](https://sms4smile.com/quotes/author/howard-schultz/) > [Profitability is a shallow goal if it doesn't have a real purpose, and the purpose has to be share the profits with others.](https://sms4smile.com/quotes/howard-schultz/profitability-is-a-shallow-goal-if-it-doesn-t-have-a-real-purpose-and/) [Howard Schultz](https://sms4smile.com/quotes/author/howard-schultz/) > [And with the right mentor, don't be afraid to expose your vulnerabilities. Admit you don't know what you don't know. When you acknowledge your…](https://sms4smile.com/quotes/howard-schultz/and-with-the-right-mentor-don-t-be-afraid-to-expose-your/) [Howard Schultz](https://sms4smile.com/quotes/author/howard-schultz/) > [People in Washington need to put their feet in the shoes of working Americans.](https://sms4smile.com/quotes/howard-schultz/people-in-washington-need-to-put-their-feet-in-the-shoes-of-working/) [Howard Schultz](https://sms4smile.com/quotes/author/howard-schultz/) [Explore all 252 Howard Schultz quotes ](https://sms4smile.com/quotes/author/howard-schultz/) ## More Authentic quotes > [“RIGHT Do you do what feels right or what is seen right?”](https://sms4smile.com/quotes/kitty-downer/right-do-you-do-what-feels-right-or-what-is-seen-right/) [Kitty Downer](https://sms4smile.com/quotes/author/kitty-downer/) > [When somebody comes across as authentic and genuine and sweet, people just want to spend time with that person.](https://sms4smile.com/quotes/pete-holmes/when-somebody-comes-across-as-authentic-and-genuine-and-sweet-people/) [Pete Holmes](https://sms4smile.com/quotes/author/pete-holmes/) > [Anything that I ever do is from the heart and authentic.](https://sms4smile.com/quotes/belinda-carlisle/anything-that-i-ever-do-is-from-the-heart-and-authentic/) [Belinda Carlisle](https://sms4smile.com/quotes/author/belinda-carlisle/) > [Being authentic can be a good thing in that often people who are fixated on that are also fixated on having very high standards,…](https://sms4smile.com/quotes/edgar-meyer/being-authentic-can-be-a-good-thing-in-that-often-people-who-are/) [Edgar Meyer](https://sms4smile.com/quotes/author/edgar-meyer/) > [“REMEMBER Do you live your life according to how you want to remember it or how you will be remembered?”](https://sms4smile.com/quotes/kitty-downer/remember-do-you-live-your-life-according-to-how-you-want-to-remember/) [Kitty Downer](https://sms4smile.com/quotes/author/kitty-downer/) > [I've put my days of fantasy behind me and make authentic realistic films.](https://sms4smile.com/quotes/vikram-bhatt/i-ve-put-my-days-of-fantasy-behind-me-and-make-authentic-realistic/) [Vikram Bhatt](https://sms4smile.com/quotes/author/vikram-bhatt/) > [I think as long as you're authentic, people will relate to that.](https://sms4smile.com/quotes/charles-woodson/i-think-as-long-as-you-re-authentic-people-will-relate-to-that/) [Charles Woodson](https://sms4smile.com/quotes/author/charles-woodson/) > [I had always wanted to expand to beauty, but I knew I wanted to be able to translate my design aesthetic in an authentic…](https://sms4smile.com/quotes/charlotte-ronson/i-had-always-wanted-to-expand-to-beauty-but-i-knew-i-wanted-to-be/) [Charlotte Ronson](https://sms4smile.com/quotes/author/charlotte-ronson/) > [“But now? Being a sellout is the authentic thing. When”](https://sms4smile.com/quotes/nathan-hill/but-now-being-a-sellout-is-the-authentic-thing-when/) [Nathan Hill](https://sms4smile.com/quotes/author/nathan-hill/) > [“The biggest mistake people make when trying to be authentic is just that: they try. They see these role models of what an "authentic"…](https://sms4smile.com/quotes/vironika-tugaleva/the-biggest-mistake-people-make-when-trying-to-be-authentic-is-just/) [Vironika Tugaleva](https://sms4smile.com/quotes/author/vironika-tugaleva/) > [“Some days I like to wander to old and warn our places, forests ripped apart by man and streams that carry stagnant water where…](https://sms4smile.com/quotes/nikki-rowe/some-days-i-like-to-wander-to-old-and-warn-our-places-forests-ripped/) [Nikki Rowe](https://sms4smile.com/quotes/author/nikki-rowe/) > [Christie led the way - with a bulldozer. The governor is blunt, brash, and self-consciously authentic, the antithesis to what turns off today's voters:…](https://sms4smile.com/quotes/ron-fournier/christie-led-the-way-with-a-bulldozer-the-governor-is-blunt-brash-and/) [Ron Fournier](https://sms4smile.com/quotes/author/ron-fournier/) > [“Show up authentically and synergy will meet you there.”](https://sms4smile.com/quotes/sanjo-jendayi/show-up-authentically-and-synergy-will-meet-you-there/) [Sanjo Jendayi](https://sms4smile.com/quotes/author/sanjo-jendayi/) > [Disturb reality, defy gravity, be authentic and above all... be happy!](https://sms4smile.com/quotes/joaquin-gonzalez/disturb-reality-defy-gravity-be-authentic-and-above-all-be-happy/) [Joaquin Gonzalez](https://sms4smile.com/quotes/author/joaquin-gonzalez/) > [We have to express ourselves in the most true and authentic way.](https://sms4smile.com/quotes/eugene-lee-yang/we-have-to-express-ourselves-in-the-most-true-and-authentic-way/) [Eugene Lee Yang](https://sms4smile.com/quotes/author/eugene-lee-yang/) [Browse all 784 Authentic quotes ](https://sms4smile.com/quotes/about/authentic/) ```json { "@context": "https://schema.org", "@graph": [ { "@type": "Quotation", "text": "The companies that are lasting are those that are authentic.", "creator": { "@type": "Person", "name": "Howard Schultz" }, "isPartOf": { "@id": "https://sms4smile.com/quotes/#website" }, "url": "https://sms4smile.com/quotes/howard-schultz/the-companies-that-are-lasting-are-those-that-are-authentic/", "about": { "@type": "Thing", "name": "Authentic" }, "@id": "https://sms4smile.com/quotes/howard-schultz/the-companies-that-are-lasting-are-those-that-are-authentic/#quotation", "image": { "@type": "ImageObject", "@id": "https://sms4smile.com/quotes/i/58c/howard-schultz-1317_authentic_the-companies-that-are-lasting-are-those_1808686.png", "contentUrl": "https://sms4smile.com/quotes/i/58c/howard-schultz-1317_authentic_the-companies-that-are-lasting-are-those_1808686.png", "url": "https://sms4smile.com/quotes/i/58c/howard-schultz-1317_authentic_the-companies-that-are-lasting-are-those_1808686.png", "width": 1080, "height": 1080, "caption": "“The companies that are lasting are those that are authentic.” — Howard Schultz", "creditText": "SMS4Smile Quotes", "creator": { "@id": "https://sms4smile.com/quotes/#organization" } } }, { "@type": "BreadcrumbList", "itemListElement": [ { "@type": "ListItem", "position": 1, "name": "Home", "item": "https://sms4smile.com/" }, { "@type": "ListItem", "position": 2, "name": "Quotes", "item": "https://sms4smile.com/quotes/" }, { "@type": "ListItem", "position": 3, "name": "Howard Schultz", "item": "https://sms4smile.com/quotes/author/howard-schultz/" }, { "@type": "ListItem", "position": 4, "name": "The companies that are lasting are...", "item": "https://sms4smile.com/quotes/howard-schultz/the-companies-that-are-lasting-are-those-that-are-authentic/" } ], "@id": "https://sms4smile.com/quotes/howard-schultz/the-companies-that-are-lasting-are-those-that-are-authentic/#breadcrumb" }, { "@type": "WebSite", "@id": "https://sms4smile.com/quotes/#website", "name": "SMS4Smile Quotes", "url": "https://sms4smile.com/quotes/", "publisher": { "@id": "https://sms4smile.com/quotes/#organization" } }, { "@type": "Organization", "@id": "https://sms4smile.com/quotes/#organization", "name": "SMS4Smile Quotes", "url": "https://sms4smile.com/quotes/", "logo": { "@type": "ImageObject", "url": "https://sms4smile.com/quotes/wp-content/themes/sq/assets/icons/icon-512.png", "width": 512, "height": 512 } } ] } ```