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

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

by Howard Schultz, Joanne Gordon

RODALE BOOKS | March 29, 2011 | Hardcover |

4.5 out of 5 rating. 2 Reviews
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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.

Format: Hardcover

Dimensions: 384 Pages, 5.91 × 9.06 × 1.18 in

Published: March 29, 2011

Publisher: RODALE BOOKS

Language: English

The following ISBNs are associated with this title:

ISBN - 10: 1605292885

ISBN - 13: 9781605292885

On January 2008, Howard Schultz returned to his role as CEO of Starbucks after an eight-year hiatus. He returned because he believed the Company he loved had lost its way. After years of astounding growth and profitability, Starbucks was losing its edge. Customers knew it, employees knew it, and shareholders felt it. Onward is the story of how one passionate and deeply committed entrepreneur/leader reignited the spirit of excellence within his people, and transformed Starbucks for the 21st century. It is also the most powerful business book I have ever read. Schultz shares the intimate details of what made him decide to return, how and why he took the painful steps of letting key people go, how he took inspiration from others both inside and outside the company, how he dealt with the inevitable disappointments that are always part of trying new things, and how the values and beliefs that had first led him to success again served as his compass. This story is not one of self promotion, but one of an immeasurable challenge in reenergizing arguably the most famous logo in the world, and how the founder made everyone believe in Starbucks again. Whether you are a leader, an entrepreneur, someone with dreams to be either, or someone who just loves a great human interest story....you will love Onward. Pick up the book, grab a cup of Starbucks, and get ready to be inspired.

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– More About This Product –

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

by Howard Schultz, Joanne Gordon

Format: Hardcover

Dimensions: 384 Pages, 5.91 × 9.06 × 1.18 in

Published: March 29, 2011

Publisher: RODALE BOOKS

Language: English

The following ISBNs are associated with this title:

ISBN - 10: 1605292885

ISBN - 13: 9781605292885

About the Book

In 2008, eight years after stepping down as Starbucks' CEO, Schultz returned to oversee the company's operations during a moment in history that left no company unscathed. "Onward" tells the the remarkable story of Schultz's return and the company's ongoing transformation.

From the Publisher

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.

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 including five previous books.

Editorial Reviews

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. --Publisher''s Weekly, Starred Review   "Howard Schultz''s refreshingly candid, compelling narrative demonstrates what it takes to lead in these extraordinary times. Onward is a rare first-hand account at how one of the world''s most iconic brands overcame the challenges that confront us all."  -- Indra Nooyi, Chairman and CEO of PepsiCo
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