Howard Schultz
CEO, Starbucks
A small Seattle coffee retailer has become 20,000 shops worldwide under Schultz's leadership SBUX 1.03% , with many more planned. Crucially, he understood that he was creating an experience, not selling a product. Far ahead of most CEOs, he saw the value of offering medical insurance to all employees, even part-timers, and pursuing environmental and social projects that inspire employees and attract customers.