Seattle is famous for its coffeehouse culture, so what could be better than learning how world-famous coffee purveyor Starbucks made its mark in this highly competitive, caffeine-fueled market?

Howard Behar, a former Starbucks senior executive, says it’s not about the coffee. Behar will offer his insights at the NECA 2009 Seattle Opening General Session on why a company’s individual employees, stakeholders, and customers are just as important as the products and services it sells. He will also address the role of personal leadership in our individual and corporate lives. You don’t want to miss the opportunity to hear Behar describe how you can put your values into action at your company.