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

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

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 - 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.

Title:Onward: How Starbucks Fought for Its Life without Losing Its Soul
Edition Language:English

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

  • Paul

    This was a tough book for me to read and comment on. In some respects the inside look at Starbucks decline and return to profitability is a great case study for the 21st century. For me, however the s...

  • Stephen E

    I really wanted to like this book more than I did. I like coffee, and I like reading about how things work. But this book has a very self-congratulatory tone. Even the parts where they admit to errors...

  • Simon Ruddell

    I enjoyed this book, but not as much as Pour Your Heart Into It. Make no mistake, I love Starbucks, both as a customer and as an investor, but this volume lacks the warmth and sheer adventure of the a...

  • WhatIReallyRead (Anna)

    I conquered this book! Woohoo! Disclaimer. There's no Starbucks in my country, so I've only visited once while traveling. I also don't drink coffee. So I read this book purely as a business book witho...

  • sarah gilbert

    In attempting to paint a victorious picture of his takeover of the company and his underlying philosophy of passion and integrity, Howard Schultz has instead revealed his hyperactive and scattered man...

  • Austin Storm

    There are interesting events detailed in this book, but you have to work through the murk of endless corporate jargon to get to them. I have no doubt that this is Howard Schultz's authentic voice, but...

  • Otis Chandler

    An interesting book that describes Howards return to CEO and the challenges of getting Starbucks back on track after massive scaling and the economic downturn of 2008 left it in a vulnerable position....

  • David

    If you like the following: A) Coffee B) Business C) Comebacks D) Starbucks. Then this is the book for you.Howard Schultz does a great job in telling the story and how it is possible for such a large o...

  • Gil Bradshaw

    Howard Schultz is very passionate about coffee. He treats it on the same level as brain surgery or the NASA space program. It's fun to read about the inner-workings of such a high profile company.I'm ...

  • Mavpion

    Onward tells the story of the CEOs return to Starbucks when he notices it is in the process of slowly self-destructing. He goes over his process of turning it around and tells why he did it, what was ...