Onward
How Starbucks Fought for Its Life without Losing Its Soul
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4.4 • 46 Ratings
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- $4.99
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- $4.99
Publisher Description
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.
PUBLISHERS WEEKLY
In 2000, Starbuck's founder and CEO Schultz (Pour Your Heart into It) stepped down from daily oversight of the company and assumed the role of chairman. Eight years later, in the midst of the recession and a period of decline unprecedented in the company's recent history, Schultz feeling that the soul of his brand was at risk returned to the CEO post. In this personal, suspenseful, and surprisingly open account, Schultz traces his own journey to help Starbucks reclaim its original customer-centric values and mission while aggressively innovating and embracing the changing landscape of technology. From the famous leaked memo that exposed his criticisms of Starbucks to new product strategies and rollouts, Schultz bares all about the painful yet often exhilarating steps he had to take to turn the company around. Peppered with stories from his childhood in tough Canarsie, N.Y., neighborhoods, his sequel to the founding of Starbucks is grittier, more gripping, and dramatic, and his voice is winning and authentic. This is a must-read for anyone interested in leadership, management, or the quest to connect a brand with the consumer.
Customer Reviews
Starbucks
I read this book because I took a job at Target and Starbucks is another part of the store. Perhaps one day I’ll train to work at Starbucks. Knowing the history of the store can only be beneficial.
I don’t know how well I like Howard Schultz. He doesn’t pass up a chance to explain how Starbucks harvests and selects its beans in the most environmentally friendly way. All the while he does business with the biggest offender of them all. Our biggest adversary. China. For all I know he is a princeling.
I know Starbucks does business with China. So does Target. So does Walmart. There is no getting away from it.