The Magic Cup

"Appearances, facts, and truth – how could anyone know if they were one and the same?"

A magical, engrossing story of a leader, a team, and the power of putting people and values first, The Magic Cup reminds us of the fairy tales we grew up on where good always wins over evil, and where those who do the right thing come out on top. In our real worlds, competition for success is often rough, and even cutthroat, yet the story of The Magic Cup, and the example of Howard Behar’s own life and leadership, prove otherwise. Inspired by his landmark years as one of the three leaders who built the Starbucks organization, and the enthusiastic response to his first book It’s Not About the Coffee, Howard Behar now inspires readers and entire organizations to remember, believe in, and act on the bigger purpose, values, and success they aspire to—and to reap the personal and business rewards that ensue.

Praise for The Magic Cup

"This small but powerful book is full of magical advice: be courageous, search for truth and you will find great success in work and in your life."

John Mackey, Co-Founder and Co-CEO, Whole Foods Market

"The story of The Magic Cup enables a wide audience to benefit from the insights of a man who helped me become a more complete leader and a more complete person."

Jim Alling, CEO, TOMS Shoes

"When people join your purpose, not just your company, you get engagement. Engagement is a super power that makes problems disappear, aligns teams, and creates loyal consumers. It gives our work meaning. No one understands this better than Howard Behar."

Christine Day, former CEO, Lululemon and CEO, LUVO

"This gem of a book imparts deep leadership lessons in a compelling and enjoyable manner. It is destined to become a classic."

Raj Sisodia, Co-founder, Conscious Capitalism, Inc., and Olin Distinguished Professor, Babson College

"The gift of the The Magic Cup is in helping every one us think about and develop our own personal foundation. It is a charming book with a substantial and deep message we all need to hear and heed."

Jeff Brotman, Co-founder of Costco, from the Foreword