When Howard Behar first joined Starbucks as an executive in 1989, the company had just 28 stores, but its employee handbook spoke volumes. “Up until page 4 or 5, it never mentioned a word about people,” he recalls. “Starbucks was a coffee-centered organization.”

While it certainly makes sense for a company to focus on its main product, Behar believes much of Starbucks’ subsequent growth and success can be attributed to the fact that it became a people-centered organization, a topic he discusses at length in his new book, It’s Not About the Coffee (Portfolio). Behar, who went on to become the founding president of Starbucks International and president of Starbucks North America, offers these 10 principles of personal leadership:

1. Know who you are; wear one hat. “When organizations are clear about their values, purpose, and goals, they find the energy and passion to do great things,” Behar says.

2. Know why you’re here. Do it because it’s right, not because it’s right for your resume. “You can’t succeed if you don’t know what you’re trying to accomplish and without everyone being aligned with the goal.”

3. Think independently. The person who sweeps the floor should choose the broom. “We need to get rid of rules — real and imagined — and encourage the independent thinking of others and ourselves.”

4. Build trust. Care, like you really mean it. “Without trust and caring, we’ll never know what could have been possible.”

5. Listen for the truth. “You’ll know what your customers want, you’ll know why the passion is missing from your organization, and you’ll learn solutions to problems.”

6. Be accountable. Only the truth sounds like the truth. “Take responsibility and say what needs to be said, with care and respect.”

7. Take action. Think like a person of action, and act like a person of thought. “Find the sweet spot of passion, purpose, and persistence. It’s all about the people.”

8. Face challenges. “If the challenge is too big, if you find yourself stuck, take smaller bites. But remember to put people first, and you’ll find the guidance you need.”

9. Practice leadership. “Don’t let the noise crowd out the truth. Listen to your still, small voice. Let quiet be your guide.”

10. Dare to dream. Say yes, the most powerful word in the world. “Big dreams mean big goals, big hopes, big joys.”

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