常に危機感を持つ

Starbucks Gossip: Starbucks chairman warns of "the commoditization of the Starbucks experience"

I have said for 20 years that our success is not an entitlement and now it's proving to be a reality. Let's be smarter about how we are spending our time, money and resources. Let's get back to the core. Push for innovation and do the things necessary to once again differentiate Starbucks from all others.

これはスターバックスのCEO Howard Schultzが社員に向けて出したメールだそうです。（コメント欄を読むと真偽の程は分かりませんが。。。）
それはさておき、会社が大きくなると危機感が薄れてくるというのは世の常かもしれません。

Finally, I would like to acknowledge all that you do for Starbucks. Without your passion and commitment, we would not be where we are today.

PassionとCommitmentを全社員が持ち、自ら会社を変えるという意思を持たないと会社は簡単には変われないのでしょうね。