he said that he likes coffee but that is not the reason why he went into a business related to serving it. He said that his passion is about building a company that is focused on treating people with respect and dignity. This is the vision of Starbucks. As for the company’s mission, it aims to have not just a simple place where people can enjoy their coffee and enjoy some food. It exists to give its customers a place where they can meet up with their friends, hold meetings, do their work and have some relaxation time.