"When we began Starbucks, what I wanted to try to do was to create a set of values, guiding principles, and culture."

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One of my guiding principles is don't do anything that other people are doing. Always do something a little different if you can. The concept is that if you do it a little differently there is a greater potential for reward than if you the same thing that other people are doing. I think that this kind of goal for one's work, having obviously the maximum risk, would have the maximum reward no matter what the field may be.

— Seymour Cray