Howard Schultz on Thursday told an audience listening to his first policy address as a 2020 candidate that it's OK to clap, after one of his planned applause lines was met with silence.

Schultz, the former Starbucks CEO and executive chairman considering an independent run at the White House, spoke to a seemingly timid crowd at Purdue University about his plans for the country. The billionaire praised Purdue for ensuring the cost of attending the institution would be less expensive in nominal dollars in 2020 than it was in 2012.

"You've gotta clap for that," he said after no one applauded.

It was reminiscent of Jeb Bush, who pleaded with an audience to applaud in 2016 after delivering a campaign pledge that elicited no response. "Please clap," Bush said then.

Schultz encouraged more applause later in his speech after outlining a tax proposal.

"I myself should be paying higher taxes, and all wealthy Americans should have to pay their fair share. I think we can all agree on that," he said to scattered applause. "And by the way, the people deserve to see the tax returns of anybody who is running for president. And if I choose to run, I promise I will absolutely release my tax returns. You can clap for that."

Schultz used the platform to discuss his rags-to-riches personal story of how he rose from New York City's housing projects to be worth $3.5 billion thanks to his stewardship of international coffee chain Starbucks. He also touched on the issues that could form the foundation of his campaign, including the national debt, healthcare, and gerrymandering.

The 65-year-old additionally ripped President Trump as "one of the most significant security threats America faces in the post-World War II era," pledging to incorporate the possibility of Trump's re-election into his final decision on whether to challenge him in 2020.

Bloomberg on Wednesday published Optimus polling data that found Schultz could win 7.7 percent support, according to a survey of 1,290 registered voters nationwide conducted between Jan. 30 and Feb 1. However, its results gave credence to concerns his ambitions could be a spoiler to Democratic attempts to oust Trump from office as he was found to pull twice as much support from Democrats as Republicans, or 11.6 percent to 5.6 percent.

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