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...secret is to have no secrets. He tells you in his annual reports, the best read of all finance documents, exactly how he made his money in the previous year. His reports should be taught in school--not only in business school but also in high school and, yes, Sunday school. He knows what he knows and doesn't try to know more than that. He avoided tech because he professed not to understand it. His ignorance cost him a couple of years' underperformance, but he quickly caught up and passed everyone else by focusing on bonds and housing plays...
Remember when a cup of coffee was a commodity, a 50¢ mug of joe that came in three flavors: black, with sugar and with cream? That was before 1985, when Howard Schultz opened his first Seattle coffeehouse--later named Starbucks--and taught caffeine-craving consumers from Birmingham to Bangkok that what they really wanted was a $4 venti extra-hot triple-shot latte, easy on the foam. With 7,500 shops in 34 countries--plus supermarket sales--ringing up revenue north of $4 billion a year, Starbucks has become a global iconic consumer brand, as well as the place millions...
Schultz didn't invent good coffee, of course, much less cafe culture. But he did mass-produce and Americanize both, which, as the familiar story goes, led to their globalization. The company helped stem a long decline in U.S. coffee consumption and taught the food industry the attractions of affordable luxuries. "It's like Marshall Field's in the 19th century," says Harvard Business School professor Nancy Koehn. "When someone does something big, ripples follow." Starbucks continues to expand, having entered coffee-conscious France earlier this year. Schultz, who drinks black drip, says the company plans to have at least...
...worldwide. Few people have done more to perfect "the Toyota Way" than chairman Hiroshi Okuda, 71, and president Fujio Cho, 67, with a combined 93 years at Toyota between them. Toyota's first two CEOs not to hail from the company's founding Toyoda clan, Okuda and Cho have taught hundreds of companies the TPS secrets of eliminating waste, reducing defects and maximizing flow. "From the very beginning, Toyota learned much from other carmakers," says Cho. "Sharing what we have discovered since then is one way we can give something back...
...where he experiments with everything from centrifuges to cotton-candy machines. Adria sees Spain's pioneering departure from the norms set by French cuisine as only natural. "It is objectively true that Spain discovered America and brought about a change in cuisine," he says. "During the Golden Age, we taught Europe to eat." The foodies of the world can always be sure that for Adria, the age of discovery will never end. --By James Graff