After the economy suffered so greatly in 2008, Starbucks founder Howard Schultz began to do what almost every other CEO in America was doing—cutting expenses and getting rid of nonperforming locations. He then did something that most CEOs did not do: he traveled all over the country to meet with Starbucks patrons. Long after the average worker had gone home, billionaire Schultz was visiting his stores and meeting with coffee drinkers to find out how Starbucks could better satisfy customers.