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

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

by Howard Schultz, Joanne Gordon
3.8 123

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Overview

Onward: How Starbucks Fought for Its Life without Losing Its Soul by Howard Schultz, Joanne Gordon

In this #1 New York Times bestseller, the CEO of Starbucks recounts the story and leadership lessons behind the global coffee company's comeback and continued success.

In 2008, Howard Schultz decided to return as the CEO of Starbucks to help restore its financial health and bring the company back to its core values. In Onward, he shares this remarkable story, revealing how, during one of the most tumultuous economic periods in American history, Starbucks again achieved profitability and sustainability without sacrificing humanity.

Offering you a snapshot of the recession that left no company unscathed, the book shows in riveting detail how one company struggled and recreated itself in the midst of it all. In addition, you’ll get an inside look into Schultz's central leadership philosophy: It's not about winning, it’s about the right way to win.

Onward is a compelling, candid narrative documenting the maturing of a brand as well as a businessman. Ultimately, Schultz gives you a sense of hope that, no matter how tough times get, the future can be more successful than the past.

Product Details

ISBN-13: 9781609611651
Publisher: Rodale Press, Inc.
Publication date: 02/28/2011

About 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 and five previous books.

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Onward 3.8 out of 5 based on 0 ratings. 123 reviews.
TheAurickle More than 1 year ago
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.
JodyHR7 More than 1 year ago
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.
Anonymous 12 months ago
I am not sure I can put into words how good this book is. Every leader should read this book to learn how a true company should run. It couldn't hurt government officials to read this book. Any book about business that makes me cry is worth its weight in gold! I was one of those skeptics that thought that Starbucks was a company just out for greed. I rolled my eyes every time I heard of a new store opening. With that said I was also one of those people standing in line for my Frappuccino. Starbucks was great but I thought they were just out to grab your last dime. This book needed to be written to show the love that Howard Schultz has for his company, his people and the people of the world. I can't do the book justice by any review I give. You just have to read it for yourself!
AdventureswithBrianne More than 1 year ago
I really enjoyed reading this book. It was interesting to read about one of the founder's of Starbucks and how he came about making the decisions he made as CEO and founder to keep the core values Starbucks has as well as making it keep up with the times. It is a book I would not mind reading again to gain even further knowledge on what it takes to run a successful business. Great read and would recommend to anyone who is itching for a good biography.
Anonymous More than 1 year ago
"Where've you been?!?!"
Anonymous More than 1 year ago
*she sits by Neth and Night* Hello ^_^
Anonymous More than 1 year ago
I'll have a... how bout a white mocha?
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Anonymous More than 1 year ago
Very cool story that shows the passion of the author. Gives the interesting history of how Starbucks became the icon that it is today.
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Very interesting and informative
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ISIDROP More than 1 year ago
Entertaining and a handful of business and customer service insides, highly useful for retail people
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