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Onward

By: Howard Schultz, Joanne Gordon
Narrated by: Stephen Bowlby
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Publisher's summary

In 2008, Howard Schultz, the president and chairman of Starbucks, made the unprecedented decision to return as CEO, eight years after he stepped down from daily oversight of the company to become 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 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.

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.

©2011 Howard Schultz. (P)2011 HighBridge Company

Critic reviews

"This is a must-read for anyone interested in leadership, management, or the quest to connect a brand with the consumer." ( Publishers Weekly)

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What listeners say about Onward

Average customer ratings
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  • Overall
    5 out of 5 stars
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    5 out of 5 stars
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    5 out of 5 stars

Muy Bueno!

The company went through very rough times during the 2008 recession, but somehow, someway, they were able to survive by reinventing themselves.

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  • Overall
    3 out of 5 stars
  • Performance
    3 out of 5 stars
  • Story
    3 out of 5 stars

fightback too long

The narrative is very passionate, but too long . talks about the bonding and relationships.

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  • Overall
    5 out of 5 stars
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    5 out of 5 stars
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    5 out of 5 stars

Worth the read

It was great! So many things I learned about the business of Starbucks. Makes me like them from a bus standpoint.

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  • Overall
    5 out of 5 stars
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    5 out of 5 stars
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    5 out of 5 stars

Informative

It's great to get into the mind of the creator or Starbucks. Fun way to learn the ups and downs of this huge company.

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  • Overall
    3 out of 5 stars
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    4 out of 5 stars
  • Story
    3 out of 5 stars

Could have been said in half the time-

Would you recommend this audiobook to a friend? If so, why?

If this was available in an abridged format, I would recommend. The issues, commercial and philosophical are interesting, but over a 12-13 hour time frame were very redundant.

What does Stephen Bowlby bring to the story that you wouldn’t experience if you just read the book?

Nothing negative against narrator, but I would prefer the printed version so I could skim and be done with the story in an hour or two. This isn't a story to savor, but basic points are good conversation topics.

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2 people found this helpful

  • Overall
    4 out of 5 stars
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    4 out of 5 stars
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    3 out of 5 stars

Similar to his first book

Since I had read his first book Pour Your Heart Into It previous. I found Onward very similar. I enjoyed the first one more.

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  • Overall
    5 out of 5 stars
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    5 out of 5 stars
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    5 out of 5 stars

Great book

Where does Onward rank among all the audiobooks you’ve listened to so far?

Right at the top

Who was your favorite character and why?

Howard Schultz, his determination to stick with his principles despite the obvious influences of American finical institutions and the embedded this is how it is done for wall street.

What does Stephen Bowlby bring to the story that you wouldn’t experience if you just read the book?

He has interesting way of reading and it keeps you listening

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  • Overall
    4 out of 5 stars
  • Performance
    4 out of 5 stars
  • Story
    4 out of 5 stars

loved the story

I'm not a coffee drinker and I never understood what Starbucks was all about. Wonderful read and the story, the passion shines through. I now "get it" about Starbucks and why it's so special.

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  • Overall
    5 out of 5 stars
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    4 out of 5 stars
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    5 out of 5 stars

Great Story

This was a great story of how Starbucks turned around during the recession. It is well written and easy to listen to. The only downside is that the reader occasionally sounds like a robot.

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  • Overall
    3 out of 5 stars
  • Performance
    5 out of 5 stars
  • Story
    3 out of 5 stars

Long pep speech

Would you say that listening to this book was time well-spent? Why or why not?

It is, in that I can now better justify my support of Starbucks. I see that it aligns with ideals I admire, or at least that is what to book presents. I thought at times, this story was eye-balled by attorneys. Not that I was looking for dirt, but sometime it was overly "nice".

Would you recommend Onward to your friends? Why or why not?

Not sure....

Which scene was your favorite?

The story about helping the farmers who grow the coffee.

Could you see Onward being made into a movie or a TV series? Who should the stars be?

Lifetime movie, yes

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