When charisma and buy-in run a company

06/22/2008 | Conde Nast Portfolio

Howard Schultz, Starbuck's returned CEO, has been described -- sometimes by himself and sometimes by others -- as an embellisher, emotional, benevolent, supremely self-confident, energetic, coffee's second coming and a drinker of "Kool Aid." He's confident the company will turn around and its "affordable luxury" will again be in demand because he's focused on getting the business back on track and away from the diversions it meandered into. Can he make it work?

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