Analyse af Howard Schultz' tale om Ubuntu

In 2017 Howard Schultz, former boss for Starbucks holds a speech at the graduation at Arizona State University. In the speech he talked about he’s own experiences and gave some advice to the students. One of the most important topics he talks about is the word “Ubuntu”, that means “means I am because of you. I am because of you.” Schultz uses this word to explain that we shouldn’t only think about ourselves but also help other people. He’s speech is about being a good leader and take responsibility, both for yourself and for the community.

Schultz speech is not just inspiration but also a reminder about how humans and leaders can do a difference in the world. He wants to show the students that success is just about money and status but also to act for each other. The Speech is still relevant today because it reminds us about how important community and moral is in the modern world.

Howard Schultz talks like a successful leader to an audience of university students. This creates a specific dynamic, where Schultz uses his authority and experience to position himself as a role model. Schultz highlights his own growth as a person that “came from nothing” and made a global success, which gives him credibility (ethos). He also uses the audience expectations by highlighting the opportunities the education makes. “I stand here today because of the opportunities I was given through education and hard work”