Shaq's biggest business mistake: Turning down Starbucks

Shaquille O'Neal recalls a missed opportunity with Starbucks CEO, Howard Schultz and a lesson from a car wash.
The full interview with Shaq is available on the In Depth with Graham Bensinger Podcast, available at the links below and wherever you enjoy listening to podcasts:
Apple Podcasts: tinyurl.com/4pdnf4mw
Spotify: tinyurl.com/3cbsrf8u
Stitcher: tinyurl.com/c4xvywxw

[@Roller71]

Wow, no ads, short sharp concise, well researched and respectful. Keep me up to date. Love your action.

[@GrahamBensinger]

+Royce Nestor Appreciate that, Royce!

[@tylerg5243]

Hey, graham, youre a fucking bitch

[@hibye7925]

+Tyler G stfu bitch ass nigga

[@taylorpark8313]

+Tyler G the fuck is wrong with you... salty fuck

[@moneygang7149]

Tyler G stfu whiteboy

[@jimbojones091]

Shaq turned down Starbucks but invested in those garbage ass sodas I see in every 7/11.

[@Drupp12]

that's why he says REGRET

[@dassitdassall]

+Buck Nekrid Have you drank one?

[@Firebrandt]

+Jorge Rodriguez I tried one it tasted like ripe ass and hot dog water.

[@dassitdassall]

+Firebrandt lol!

[@futurekillerful]

Wait but if they are in every 7/11 then aren't they succesful lol? There is a lot of them after all.

[@magicmike1122]

If he invested in every idea that came his way, he'd be broke. Sometimes they come back and bite you in the ass, but that's life.

[@dopemusic6414]

Michael I wouldn't turn down Howard. He already had a solid proof of concept behind him.

[@soozombie5299]

he have financial advisor bruhh.

[@1x0x]

@@dopemusic6414 and you're also not fucking shaq lmao

[@skippythealien9627]

@@1x0x i know seriously. it's easy to make fun of Shaq for doing this...until you realize Shaq is one of the most successful business guys off the court

[@joemckim1183]

@@skippythealien9627 And at least he has the integrity of not pretending to like something he doesn't really like.

[@junbug1love]

I love how Honest Shaq is I love how he takes responsibility for his actions I love how he tells it how it is all day everyday

[@rednecklowlife]

You sir are a great celebrity interviewer!

[@GrahamBensinger]

+rednecklowlife Appreciate that! I'm trying to continue improving!

[@ShawnMcClurg]

easy wasp 😂

[@ROGANSMITH]

@@GrahamBensinger I love how you don't interrupt your guests. The job of the interviewer is to facilitate the conversation. I love that you are respectful and let your guest tell their story. You're awesoome in my books.

[@jalanjones7310]

When I first heard of Starbucks I thought it was a loser too. People are stupid though and will pay 7 dollars for a bs cup of coffee evry day. I was wrong.

[@maxhelfert1234]

jalan jones not 7, not wrong, just dumb

[@Slipper489]

Dunkin donuts coffee is way better imo

[@ap0lmc]

7? It's only 2 and you can get fancy drinks that's up to you. I like their light roast it doesn't have that burnt taste

[@mysterion5136]

The coffee at Racetrack or Quicktrip is fine. Never been to a Starbucks

[@viper5935]

Y u got my name foo😂😂😂😂😂

[@GrahamBensinger]

We just uploaded the full, uninterrupted interview with Shaq on Graham’s new podcast - Apple - itunes.apple.com/us/podcast/in-depth-with-graham-bensinger/id1402100292 Android - www.stitcher.com/podcast/graham-bensinger/in-depth-with-graham-bensinger Let us know what you think! -Brian

[@Ghostface2point0]

Money can't make you invest in something you don't believe in SO YOU BELIEVE YOU FIT IN THAT BUICK? YOU DON'T FIT IN THAT DAMN BUICK

[@darkrye-pb9fp]

DJ Beard best comment 😂😂

[@uberempty]

i believe he saw that paycheck and started to believe he can make us think he fit in that buick! of course this is after they removed all the backseats and had a custom track put in the driver seat just so it can go back far enough.

[@LLagi]

He believed he could fit so he made himself fit in the Buick 🤔😄

[@email5023]

@M 240 countries?!?.....There ain't even nearly that many.

[@jetnut89]

I guess you never heard his Ferrari story.

[@LLagi]

His smiles and laughs during the interview are so genuine. Graham Bensinger has to be the best interviewer in the world.

[@RRod-ei2kx]

That is one good interviewer , finally one that doesn’t interrupt

[@triduong190]

not a bad decision. you have to invest in what you understand. in the long run solid fundamentals will trump speculation

[@joerogaine3093]

HELL YEAH TRUMP MAGA

[@revertedrf978]

Android Miller now what he meant 🤦🏽‍♂️

[@soaky4]

@@joerogaine3093 Build the Wall! America FIRST!

[@DeathrowDC]

We still don't drink coffee Shaq.

[@moniquewrites9046]

My whole family drinks coffee!!!

[@sonofaballer96]

True for me

[@MrKravonGill]

I only get coffee because liquor stores don't open that early

[@derrickbrown2620]

Lol.. U and me both

[@Geordany7788]

bob blow yall do heroine

[@MrJman327]

Man I love these Interviews Thank you so much these Interviews have changed my Life Now Thank YOU SO MUCH!!!!!!!!!!!!!!!!!

[@rabbitseason4241]

Shaq doesn't drink coffee, Shaq drinks Shaquccino!

[@lanceamsen]

rly

[@bigbossjc4117]

rabbitseason 😂😂😂😂😂😂😂

[@SmartPhone-us3kj]

lol

[@markwhittaker6866]

😂😂😂😂😂😂 I like that. Imagine if they decided to sell that at Starbucks?

[@joemckim1183]

@M Who cares?

[@BigDH28]

Graham, you are THE BEST interviewer of our generation! Keep doing what you do! Thanks for sharing! 👍

[@billan888]

Fuck I love Shaq! He's so damn real and funny. Still, he would be a millionaire if he would have invested in Starbucks.... Wait. He is a Millionaire...

[@TheYoungMuTe]

He's a mall cop too

[@dotdot6176]

billionaire

[@Hestillmakesmeblushafter36yrs]

b. lee yes that part.

[@hallnoats4ever]

b. lee this guy doesn't know a lot of shit

[@becek]

Ji,l

[@robertjohnson7753]

man. shaq i really. enjoy watching your interviews

[@roseannuwe7126]

Your not only a basket ball player but a serious entrepreneur an educator with a lot of humility especially the Starbucks deal.

[@lchaim1754]

If there was ever such a thing as a winning smile, you Mr Bensinger have it. I love it 😂😂

[@henryskedel5771]

Luv how besinger does interviews not dirt justice straight forward with response to who he interviews

[@WilkineBrutus]

Ethiopia, a country in the Horn of Africa, is the birthplace of coffee. Coffee is literally black as hell. lmfaooo Still, very glad Shaq is sharing his cautionary tales about business and the need to do research before engaging in it. We all have our cognitive biases to work through.

[@SkaterMisterAxe]

Wilkine Brutus Except most black people don’t drink coffee in Africa, they produce it. Most of them can barely afford it so that’s a lie

[@abiderwish]

@@SkaterMisterAxe what u talkin about they drink mostly coffee and black tea specially the Ethiopians

[@koriribarsosio4174]

@Abi Tyson that's right. Especially Ethiopians. We don't drink coffee much around here. It's mostly tea. Very milky tea😊

[@leskipbayless3280]

Dirty Dan Coffee is part of Ethiopian culture dumbass

[@leskipbayless3280]

Dirty Dan Dont comment on something you don’t know white boi

[@craigmonteforte1478]

The coins in his safe was funny ! At least he has a sense of humour about it Ive always been impressed with Shaquille on his demeanor and his overall business concept of hiring the right people and always continuing to. Work be it. Tv shows or whatever he appears to be a decent human being

[@captainwohop]

Dude, why aren't you everywhere yet? Do you write these questions for the celebrity to approve first or do they say they'll talk to you about anything? You're already one of the best interviewers I've seen.

[@tytytyme33]

He went to wallmart, and I remember me and my dad buying his shoes. It was cool as hell back in 2002.

[@keepitallthewayfunky3448]

Great story teller ... 💯

[@KingSawyer313]

Magic Johnson once owned interest in 105 Starbucks franchises... I guess Howard Schultz end up doing business with him soon after this episode with Shaq.

[@christianmcgraw2320]

+Gustavo 1:31

[@KingSawyer313]

thank you... missed it for some reason

[@capmofthesea1275]

shaq doesnt make mistakes. Shaq makes dreams come true.

[@Kpeg9]

I mean in hindsight yes it was a bad decision, but at the time, it's not his fault for not doing something he doesn't know a lot about or can't relate to. At the time it wasn't a bad business decision for him personally

[@finegoldtube]

+Brendon Henderson> Those are the exact words of Warren Buffet....

[@ANGOLARICK]

+Brendon Henderson he should have asked his Jewish financial adviser first.

[@OhhInk]

+Ricky Got *beautiful Jewish

[@misganakilloh3784]

matosman1 BF1 & BF4 small beautiful jewish*

[@Braglemaster123]

Brendon Henderson Dumb, do the research don’t ever just use emotion

[@jasminechardai4085]

I just love this guy. very humble. shaq my fav

[@bencarter8423]

“I didn’t want them to think I was breaking into vending machines.”😂😂😂😂😂

[@nathanielmcclung3728]

just gained one more sub great job on interviewing my fav BasketBall player SUPERMAN AKA SHAQ AKA THE DIESEL.

[@MrEvilsockpuppet]

Every chair makes Shaq look like he's always in the middle of filming Black Elf

[@PronounceGaming]

Fun fact: $250,000 in quarters weighs 12,500 lbs (or 6.25 tons).

[@arresthillary9502]

I can see Shaq Diesel sitting in the floor rolling quarters like us common folk. Lmao😭

[@DustySenecal33]

Lmao @ the "I looked right at his face and said, "black people don't drink coffee"" part

[@newyorkgooner1563]

Graham is phenomenal, just phenomenal

[@domais68]

I haven't heard the Starbucks' story. Shaq is a very good businessman. Magic is a great businessman and he didn't have the benefit of more modern NBA salaries. (Magic is, I think, 14-15 years older than Shaq.)

[@patricksantino4131]

magic had 25 year contract or something

[@PeediSigel]

12.5 years older

[@boomshizzIe]

Well he turned down franchising not actual ownership in the company...

[@scragglebum]

Thats more than just a whole bunch of quarters in the safe... cant even imagine how many quarters that would be

[@punaforager]

I love him for what he said about ‘not endorsing anything he isn’t 100% behind’, ... could we see the list of endorsements he’s done, please?

[@jetnut89]

Here you go: kzbin.info/www/bejne/sHSwqmt4qqakZ9E

[@derek6604]

200k in quaters god damn "yeah i think i got it in my safe" i couldn't imagine hearing that hahahaha

[@email5023]

*quarters

[@djbhe]

Magic opened a Starbucks years ago on the southside of Chicago on 71st & StonyIsland.

[@TBullCajunbreadmaker]

Shaq I know how you feel. When Subway Sandwich was starting out I had a tip and I bought 60,000 shares at less than 25cents a share. I sold them too early and I could have made a lot more money if I would have just held on to them just a little longer. But then again, that's just one of my stories. I have more like that one but some did alright too. You only live once-take the plunge and have no regrets.

[@stushShulamite]

The more I see of this guy that I respect him🇨🇦

[@maccadundee510]

This guy obviously knows the answers to the questions he's asking

[@azsegrxdhtfgvijnkomlewrhtg9508]

Wow, I would not have been able to admit that.

[@burtmacklinfbi8824]

God these interviews are interesting

[@ThePistolOfTheWest]

Lmao 200k in quarters

[@mostar9673]

PistolOfTheWest 250k....

[@sorinsuba]

@@mostar9673 it makes sense, it is a quarter of a million🤣🤣🤣

[@mostar9673]

Sorin Șuba 😂😂

[@mazzb305]

Hindsight is always 20/20.

[@TheTororist]

shame because us east africans are big on coffee. black people were the first to drink coffee shaq. it came from ethiopia. try some kenyan or ethiopian AA arabica sometime

[@morrgrace]

Also, try some Jamaican Blue Mountain coffee. One of the best in the Caribbean.

[@Dustydayzz]

u know gram is on of the GOAT interviewers

[@DAB901]

I got a Starbucks gift card a few Christmas’s ago. Didn’t use it until a year later because I never felt the need for it. So I finally use it and it was good but not good enough for $6 everyday so after my $25 was used up on the card, I have never been back to Starbucks.

[@1973charliemarcus]

200000 in quarters laugh out loud

[@user-cs3hi8zp7p]

The Youngest Living Legend...The Hard-Working Bastion of Badassery...The Cool...The Collected......Dr. Shaquille O'Neal

[@alfahanengrek3129]

Ironic, starbucks ad before this video ;)

[@FrecklePecker]

$200,000 in quarters??? That's a big ass safe.

[@stevenlittle1408]

I love this man

[@John-ct9zs]

Yeah, anyone old enough to remember the 90s, especially the early-mid 90s when the whole Starbucks thing exploded, remembers what a novelty and new concept coffee cafes were in the USA. I was in high school at the time, and I knew coffee cafes were wildly popular in Europe, especially places like France and Italy, but it seemed like way too cheesy and overly pretentions a thing to work in America, or be a staying concept. It seemed like a fad. The thinking in America at that time was, you drank coffee at home or maybey work/church, that weird European thing of going to a cafe and ordering nothing but a cup of coffee will never work here. Wow, were we all wrong. Starbucks and smaller coffee chains just exploded and Americans loved the concept every bit as Europeans. Really surprising in hindsight that it took until the 90s for the whole thing to happen in America.

[@livingproof8383]

ya well i got ads....

[@keithbramlette8314]

For a great low rate you can get online, go to The General and save some time!

[@JesusBltMyHtRd]

Can you imagine Shaq with 200Gs worth of quarters in his house.

[@musekhadir4233]

Now Magic is laughing all the way to the bank

[@adamblakley3780]

Give that man a bigger chair

[@337_Brandon]

So glad Shaq will forever be an LSU Tiger!

[@peaceistheanswer275]

But he endorsed the General insurance lol

[@BearWithMeHere1]

Shaq just causally has enough money to pay off my house in his safe. . . in quarters lol

[@hellbound64]

Graham, you need to do something with the hair

[@oneg1970]

He’s my favorite celebrity.

[@robertstonewilson11]

Wouldn't invest in Starbucks but now we see him the general insurance commercials lol

[@brownbuffalo3411]

Doubt he uses The General.

[@rantional8180]

i wish i was so rich that my pocket change of quarters and dimes added up to $250,000 and not even notice it.

[@BasicBeachCommunity1]

OMG... Shaq is so cool...

[@AjaychinuShah]

The multi-lateral talented Maj Lt O'neal. His choice in life.

[@jcasetnl]

He was smart. Never invest in what you don't know. Or at least, keep those investments relatively small. And to Shaq's point, black people as a demographic still drink less coffee than all the others.

[@cappy2282]

Lol his financial adviser was probably like "f*ck someone stole 250k off you!"

[@arabionknight3524]

shaq, where did you hide the pot roast...

[@nickbatey9146]

Imagine how much SHAQ would be worth if he took the deal

[@mdogzino]

There really isn't that much money if we gonna be honest, best deals are at corporate level where you get shares and what not. That's pretty much how Michael Jordan became a billionaire.

[@jordantaylor8549]

Bruh... now that he mentions it I'm black and i've never seen anyone around my household drink coffee either lol

[@BitcoinOnlyCentral]

Subscribed

[@ryanlowe7315]

Whys this dude always look like he’s trying to hold back a smile lol

Shaqachill...he's a cool dude

[@dennisjr77]

Dayyyumm!!!! Said no to Starbucks??! Come on SHAQ!!!!

[@dinomike1513]

Kazam ????

[@flounder2760]

i dont even want to imagine how big shaq's safe must be to hold 800,000 quarters

[@brynleyjones2674]

What about Jules from pulp fiction?

[@CarltonYNWA]

If Shaq actually had $200k in quarters, the quarters in total would weigh over 4,500 kg. That's 2 Hummers!!

[@rahulisdodo]

what about KIA? lol man cant even fit in one hahaa

[@Rhaspun]

Lebron James does KIA.

[@austinsmith7774]

You’re telling me Shaq had 800,000 quarters in his safe? Geez

[@marytorres4843]

I just love ❤️ shaq! He's such a sweet heart ❤️ 💙 💜 💖

[@zeus44tko2]

Sweet tea and hot chocolate thats a southern thing

[@imperatorboxing5071]

Thinking about it now I’ve never really seen a non employee black girl in Starbucks, and I live in a super diverse place as well, I’ve seen Asians, whites, Hispanics but never blacks

[@tayvaun09]

You know you rich when you got a quarter million dollars in change in pillow cases and don't even realize or care about it until you think you were robbed

[@thefertilemind]

To clarify, the fact that he wasn't 100% behind it means it was NOT the right investment for him and starbucks and or his investment would NOT have been as successful as it is now.

[@paperstormz2232]

What a funny man lol

[@aarenmyatt4509]

wow.

[@Killacam1112]

800,000 quarters 😂

[@wuliwei6939]

You can be a drug dealer and not do drugs, so why can't you sell coffee?

[@Jinkimification]

really...?

[@TraumaER]

Wu Liwei do you even drug dealer?

[@TraumaER]

Joseph Roth do you even do you even?

[@TraumaER]

Joseph Roth wtf?

[@donice4835]

he thought ALL black people dont drink coffee

[@tubenachos]

Graham should join NBA on TNT.

[@christianbailey2695]

Probably a good thing in hindsight. Too many huge corporations in the ghetto McDonald's, Starbucks, K-Mart bleeds local businesses and the community slowly dies over time. Support small businesses and help them provide employment for local peoplw and that money will go back into the community and ensure it's survival. Money that goes into these huge companies just lines the pockets of their shareholders. Just my view.

[@dessertman1181]

Again not seeing the value of money overpaid