• Brian Niccol explained the mistake he made during his first year as Starbucks' CEO. • He said he didn't position the turnaround plan as part of the cultural conversation quickly enough. • Niccol added that leadership means hearing feedback — and being brave enough to make unpopular decisions.

Speaking on Wednesday at the Salesforce Dreamforce conference in San Francisco, Brian Niccol acknowledged that he's made a mistake during his first year as Starbucks' CEO.

"Initially, we had taken the tactic like 'hey, we just got to get this business turned around and then we'll start talking about what's going on,' and the reality is we needed to get into conversation from day one so people understood, transparently, what we are trying to do with Starbucks," Niccol told interviewer Heather R

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