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.
