IS THAT MERMAID ON THE STARBUCKS COFFEE logo actually lady luck? Pour Your Heart Into It, by Starbucks CEO Howard Schultz and former BUSINESS WEEK Seattle Bureau Chief Dori Jones Yang, can be understood in several ways: as a Horatio Algeresque fable of rags to riches; as an exhortation to believe in your product and treat employees fairly; as a mandate to overcome pessimism and follow your dreams; or as a meditation on the enigmatic relationship between pluck, luck, and achievement. It is No.3 on this month's hardcover best-seller list.

The authors detail Schultz's formative years and jobs with Sweden's Perstorp, with then-coffee-bean retailer Starbucks, and with his own coffee-bar chain, Il Giornale. And they ponder whether dame fortune or Schultz's own acumen inspired key choices. ''The sun shone on me, it's true,'' he admits early on. Then: ''A lot of what we ascribe to luck is...seizing the day....'' Later: ''Good luck, it seems, comes to those who plan for it.''

In time, Schultz and his backers bought out Starbucks Corp., adopted its name for the coffee bars, went public, and expanded nationwide. The rest is history: There are now 1,300 stores, and both sales and profits have risen more than 50% in each of the past six years, Schultz says. As they describe all this, Schultz and Yang draw lots of lessons. But they never entirely figure out the luck thing. Where providence is concerned, readers will just have to make their own arrangements.


1 THE MILLIONAIRE NEXT DOOR by Thomas J. Stanley, PhD, and William D. Danko, PhD (Longstreet Press $22) The penny-pinchers shall inherit the earth.

2 THE DILBERT FUTURE by Scott Adams (HarperBusiness $25) Prognostication from the prolific cartoonist.

3 POUR YOUR HEART INTO IT by Howard Schultz and Dori Jones Yang (Hyperion $24.95) At Starbucks, the chief's cup runneth over.

4 WALL STREET MONEY MACHINE by Wade B. Cook (Lighthouse Publishing $24.95) A former cab driver's formulas for striking it rich.

5 STOCK MARKET MIRACLES by Wade B. Cook (Lighthouse Publishing $24.95) Investing fundamentals--and infomercials for the author's many wares.

6 REAL TIME by Regis McKenna (Harvard Business School $19.95) Speed is of the essence, says a Silicon Valley marketing wizard.

7 DANGEROUS COMPANY by James O'Shea and Charles Madigan (Times Business $27.50) A scathing portrait of the consulting business.

8 SELLING THE INVISIBLE by Harry Beckwith (Warner $15) A collection of bite-size lessons on marketing.

9 SUCCESS IS A CHOICE by Rick Pitino with Bill Reynolds (Broadway $25) Coach says work harder, harder!

10 FINANCIAL PEACE by Dave Ramsey (Viking $21.95) Getting out of debt--for good.

11 NUTS! by Kevin Freiberg and Jackie Freiberg (Bard Press $24.95) Southwest Airlines' personality and flight plan for success.

12 THE 9 STEPS TO FINANCIAL FREEDOM by Suze Orman (Crown $23) Practical and ''spiritual'' steps for handling money, by a Self magazine writer.

13 ONLY THE PARANOID SURVIVE by Andrew S. Grove (Currency $27.50) Intel's CEO describes how to turn crises into opportunities.

14 DIG YOUR WELL BEFORE YOU'RE THIRSTY by Harvey Mackay (Currency $24.95) How to build and maintain a personal network, by a syndicated columnist.

15 AGAINST THE GODS by Peter L. Bernstein (Wiley $27.95) Risk management in the making of the modern world.


1 THE SEVEN HABITS OF HIGHLY EFFECTIVE PEOPLE by Stephen R. Covey (Fireside $12) Habitually popular.

2 THE MOTLEY FOOL INVESTMENT GUIDE by David and Tom Gardner (Fireside $12) The online investment duo puts it on paper.

3 1001 WAYS TO REWARD EMPLOYEES by Bob Nelson (Workman $10.95) Give them a champagne brunch, a casual-dress day--or plain old cash.

4 YOUR MONEY OR YOUR LIFE by Joe Dominguez and Vicki Robin (Penguin $11.95) To achieve financial independence, restructure your life.

5 THE DILBERT PRINCIPLE by Scott Adams (HarperBusiness $11.95) The revenge of the cubicle dwellers.

6 THE 1997 WHAT COLOR IS YOUR PARACHUTE? by Richard Nelson Bolles (Ten Speed Press $16.95) The enduring job-search bible.

7 GETTING TO YES by Roger Fisher, William Ury, and Bruce Patton (Penguin $11.95) A Harvard team's step-by-step guide to conflict resolution.

8 BUILT TO LAST by James C. Collins and Jerry I. Porras (HarperBusiness $14) How 3M, Wal-Mart, Procter & Gamble, and others became standouts.

9 THE WALL STREET JOURNAL GUIDE TO UNDERSTANDING MONEY AND INVESTING by Kenneth M. Morris and Alan M. Siegel (Fireside $13.95) Brief explanations plus graphics.

10 1001 WAYS TO ENERGIZE EMPLOYEES by Bob Nelson (Workman $10.95) From morale-building to job-enrichment.

11 BARRON'S DICTIONARY OF FINANCE AND INVESTMENT TERMS by John Downes and Jordan Elliot Goodman (Barron's $11.95) What is an oligopsony anyway?

12 THE BEARDSTOWN LADIES' COMMON-SENSE INVESTMENT GUIDE by the Beardstown Ladies' Investment Club with Leslie Whitaker (Hyperion $10.95) Recipes for four-bean salad, five-hour stew--and 23% returns.

13 FIRST THINGS FIRST by Stephen R. Covey, A. Roger Merrill, and Rebecca R. Merrill (Fireside $14) Managing your time by balancing your life.

14 INVESTING FOR DUMMIES by Eric Tyson, MBA (IDG Books $19.95) From stocks to small business-with cartoons, too.

15 THE RICHEST MAN IN BABYLON by George S. Clason (Penguin $5.99) Parables for prosperity.

BUSINESS WEEK's Best-Seller List is based on a survey of chain and independent booksellers that carry a broad selection of books on economics, management, sales and marketing, small business, investing, personal finance, and careers. Well over 1,000 retail outlets nationwide are represented. Current rankings are based on a weighted analysis of unit sales in September.

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Updated Oct. 23, 1997 by bwwebmaster
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