Howard Behar served as the founding President of Starbucks International and a member of its Board for more than two decades, playing the central operating role in transforming the company from fewer than 30 stores into a global enterprise with more than 15,000 locations and over 75,000 teammates across five continents. Howard was foundational in translating the founders’ devotion to culture and values into a living business model that placed serving human beings, both employees and customers, ahead of profit. In 1989, only two years after its founding, Howard and Howard Schultz made Starbucks the first retailer in America to provide full healthcare to part-time workers, a decision driven by a simple belief: treat people the way we would want our own families to be treated. During Howard’s leadership tenure, Starbucks was consistently ranked among Fortune’s World’s Most Admired Companies, placing in the top tier globally based on culture, leadership and people management. 

What ultimately defined Howard’s leadership, however, was how he lived and how he treated each person. Howard believed leadership demanded an honest answer to a simple but difficult question: do you really care about people? How about when it truly costs you something, your time, your sacrifice, your money. He lived that question every day. HB’s leadership, grounded in humility, consistency, and genuine care, became widely known inside Starbucks and far beyond it. Former employees and leaders from the world’s largest corporations to local schools and community groups sought him out, asking him to share how service-based leadership could truly work. Over time, those requests led to more than a thousand talks across the globe. 

Howard’s purpose was rooted in service to others. His character was revealed through personal accountability lived without exception. His courage showed in choosing people over expedience, even when it carried real cost. His impact is measured by the lives shaped through his leadership and example. That same spirit led Howard to put his life and leadership principles into writing in It’s Not About the Coffee, one of the best-selling leadership books of its kind, as another way to serve and help others lead more human, meaningful lives. We are grateful to honor Howard as CCL’s 2026 Leader of the Year!