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Onward

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Overview

In 2008, Howard Schultz, the president and chairman of Starbucks, made the unprecedented decision to return as the CEO eight years after he stepped down from daily oversight of the company and became chairman. Concerned that Starbucks had lost its way, Schultz was determined to help it return to its core values and restore not only its financial health, but also its soul. In Onward, he shares the remarkable story of his return and the company’s ongoing transformation under his leadership, revealing how, during ...

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Onward: How Starbucks Fought for Its Life without Losing Its Soul

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Overview

In 2008, Howard Schultz, the president and chairman of Starbucks, made the unprecedented decision to return as the CEO eight years after he stepped down from daily oversight of the company and became chairman. Concerned that Starbucks had lost its way, Schultz was determined to help it return to its core values and restore not only its financial health, but also its soul. In Onward, he shares the remarkable story of his return and the company’s ongoing transformation under his leadership, revealing how, during one of the most tumultuous economic times in history, Starbucks again achieved profitability and sustainability without sacrificing humanity.

 

Offering readers a snapshot of a moment in history that left no company unscathed, the book zooms in to show, in riveting detail, how one company struggled and recreated itself in the midst of it all. The fastpaced narrative is driven by day-to-day tension as conflicts arise and lets readers into Schultz’s psyche as he comes to terms with his limitations and evolving leadership style. Onward is a compelling, candid narrative documenting the maturing of a brand as well as a businessman.

Onward represents Schultz’s central leadership philosophy: It’s not just about winning, but the right way to win. Ultimately, he gives readers what he strives to deliver every day—a sense of hope that, no matter how tough times get, the future can be just as or more successful than the past, whatever one defines success to be.

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Product Details

  • ISBN-13: 9780470977644
  • Publisher: Wiley, John & Sons, Incorporated
  • Publication date: 4/28/2011

Meet the Author

Howard Schultz is the chairman, president, and CEO of Starbucks and the author of the New York Times bestseller Pour Your Heart Into It.

Joanne Gordon is a former Forbes writer and contributing editor who has spent more than a decade profiling companies and business leaders for numerous publications including five previous books.

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Customer Reviews

Average Rating 3.5
( 115 )
Rating Distribution

5 Star

(39)

4 Star

(34)

3 Star

(25)

2 Star

(7)

1 Star

(10)

Your Rating:

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See All Sort by: Showing 1 – 20 of 118 Customer Reviews
  • Posted March 29, 2011

    more from this reviewer

    Why you cannot rest on your laurels...

    I worked for the company 10 years ago and to this day I still tell people that it was one of the best companies I have EVER worked for. I left before the economy went sour but I continue to be a Starbucks customer to this day. There is a chapter where Howard mentions that the atmosphere of Starbucks had changed and what they did to turn things around. This should be a lesson to heads of business everywhere. Part of the reason why Starbucks is such a powerful brand is that it constantly monitors how customers and staff react to changes. This book may have limited appeal to people who aren't familiar with Howard Schultz, but it should be very interesting to entrepreneurs and CEOs who find themselves in a rut and could use some inspiration to navigate their business.

    15 out of 18 people found this review helpful.

    Was this review helpful? Yes  No   Report this review
  • Posted April 27, 2011

    Great for Any Business Owner

    I have always said that no one will take care of your creation better than you and Howard Shultz shows it. This is a great read. Very much inspired me to take a completely revitalized look at my own small business.

    6 out of 6 people found this review helpful.

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  • Posted August 19, 2011

    Great book

    For anyone trying to turn a business around.

    2 out of 4 people found this review helpful.

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  • Posted May 27, 2011

    more from this reviewer

    Righting the ship through stormy economic times

    My only connection to Starbucks has been the Kenyan bulk coffee I'd buy and brew at home. So I was somewhat familiar with the company but by no means am I a hardcore customer. This book was a nice, quick read on how ceo Howard Schultz helped put the venerable coffee brand back on track following the economic meltdown a few years ago.

    Pleasantly devoid of business cliches - the worst was their reference to Starbucks as "the third place" behind only home and office - Schultz does a solid job recounting the initiatives that helped Starbucks right the ship and once again become a growth company.

    The most impressive aspect of the book is the social responsibility impact of their actions, which included holding a massive company meeting in New Orleans following hurricane Katrina, and their fair trade initiatives in Rwanda. It's impossible not to be incredibly impressed when a recently hired "partner" offers to pay it forward and buy a Rwandan farmer a cow for milk. That kick-started a program where Starbucks is providing these cows to farmers in impoverished areas along with training on how to care for the animals.

    1 out of 2 people found this review helpful.

    Was this review helpful? Yes  No   Report this review
  • Anonymous

    Posted February 8, 2013

    Very cool story that shows the passion of the author. Gives the

    Very cool story that shows the passion of the author. Gives the interesting history of how Starbucks became the icon that it is today.

    Was this review helpful? Yes  No   Report this review
  • Anonymous

    Posted October 28, 2012

    Good read

    Very interesting and informative

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  • Posted March 22, 2012

    Entertaining and a handful of business and customer service insi

    Entertaining and a handful of business and customer service insides, highly useful for retail people

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  • Posted December 4, 2011

    more from this reviewer

    Great book for a manager and someone who wants an insight on Starbucks!

    Really great book, reads quickly and informative. Good insight on the inner workings of Starbucks and what the company stands for. Howard Schultz seems like a great leader and someone that I'd work for. Anyone who wants to become a better leader/manager needs to read this book!

    Was this review helpful? Yes  No   Report this review
  • Posted November 16, 2011

    more from this reviewer

    A Must Read for your Reading list

    This book has a great inside into the Starbucks company. Howard Schultz opened my eyes about the importance of a good business practices and customer service. His input on how a company should come together and focus on the goals was a breath of fresh air.

    Was this review helpful? Yes  No   Report this review
  • Posted September 14, 2011

    Not just about coffee!

    Great book for anyone the loves reading business books. Howard S. passion and belief in Starbucks is inspirational. Makes me feel less guilty about my daily visits to my local Starbucks.

    Was this review helpful? Yes  No   Report this review
  • Posted September 12, 2011

    more from this reviewer

    A must read!

    I recently finished reading this amazing book. I have always been a big Starbucks coffee fan and after reading this turnaround story from Howard himself, I have more respect for the company, employees and products. Very inspiring!!!

    Was this review helpful? Yes  No   Report this review
  • Posted July 30, 2011

    Coffee and a comeback

    Fascinating read. Great story of a company's turn around. Got me going to Starbucks for my morning coffee.

    Was this review helpful? Yes  No   Report this review
  • Posted July 20, 2011

    Move Onward

    I have this book and I personally love it. Five stars to move ONWARD!!!

    Was this review helpful? Yes  No   Report this review
  • Posted September 3, 2011

    A must read

    Interesting way of writing - shorter chapters, I felt like Mr. Schultz was talking to ME-very impressive and truly worth reading!

    0 out of 1 people found this review helpful.

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  • Posted May 9, 2011

    more from this reviewer

    Howard is Great!

    I haven't finished reading this yet, but I wanted to make a comment about the review where the reader said the Siren lady was 'shooting herself'. She's not. Those aren't guns in her hands, I'm pretty sure they're her legs. Look up pics of sirens. Starbucks would not put a violent image on a cover of a book. I will further say that I can't wait to see how this book ends. I've worked at Starbucks for four years while going to school and love it. I love Starbucks values. They treat partners and customers extremely well. I was also working at Starbucks when they had to close stores. Lucky for me, my store didn't close. I love how the company reacted. Howard evaluated what the company needed to come back to, Starbucks is always trying to improve and make themselves better. They make drinks, merchandise, and atmosphere personal. Starbucks wants their customers and employees(partners) to be family.... family for years and years to come.

    0 out of 1 people found this review helpful.

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  • Posted April 22, 2011

    more from this reviewer

    weird

    i keeping seeing this book everywhere. here, at starbucks. it sounds interesting but it sounds more interesting for older people

    0 out of 12 people found this review helpful.

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  • Anonymous

    Posted June 1, 2011

    No text was provided for this review.

  • Anonymous

    Posted May 14, 2011

    No text was provided for this review.

  • Anonymous

    Posted April 4, 2011

    No text was provided for this review.

  • Anonymous

    Posted August 14, 2011

    No text was provided for this review.

See All Sort by: Showing 1 – 20 of 118 Customer Reviews

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