In his reclaimed role as Starbucks' CEO, Howard Schultz has got a few things on his plate. Like how to continue to grow a company whose stock has been overvalued for a couple years.

He'll need to shape how the chain is perceived by North American and international consumers. (Will it reach the iconic status of McDonalds, or purposely linger near the fringe of popularly society, as Apple has?)

And he's got to deal with the mixed signals sent by those warm breakfast sandwiches. (Still listed on the menu board at my local Starbucks, last weekend!)

The good news is that after 8 years off the job, Schultz has got more charisma (OK, at least as much) as Tom Cruise.

His latest e-mailed memo to Starbucks employees is a rallying call to make converts of consumers, with fervent statements, such as:  

"We will not be deterred from our course -- we are and will be a great, enduring company, known for inspiring and nurturing the human spirit."

"...I can feel your passion and commitment to the company, to our customers and to one another," he says.

And, "We are in control of our destiny. Trust the coffee and trust one another.

"I will lead us back to the place where we belong..."

Kind of makes me want to open a hymnal.

But seriously, when was the last time you heard someone discuss their product in such a spiritual manner? He definitely hasn't lost his zeal.

Or maybe he was just drinking really good coffee.