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Onward: How Starbucks Fought for Its Life Without Losing Its Soul | [Howard Schultz, Joanne Gordon]

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

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.
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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

What the Critics Say

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

What Members Say

Average Customer Rating

4.0 (545 )
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Performance
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  •  
    Pankaew San Francisco, CA, United States 08-07-11
    Pankaew San Francisco, CA, United States 08-07-11 Member Since 2014
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    "Stellar Book Into the Mindset of a Top CEO"

    Ignore the reviews about how Shultz "seems to believe what he says too much." What the heck did you expect - A CEO that doesn't believe in his own company?

    For me, this book gave amazing insight into how a top CEO selects his top executives, the challenges in turning a failing company around, how he instills the right company culture and handles Wall Street all at the same time.

    First class business book, IMO.

    1 of 1 people found this review helpful
  •  
    QuHarrison Terry 03-24-15 Member Since 2015
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    "Great Insight"

    If you're looking for business insight Howard includes a lot of the factors behind his decisions during the Starbucks turnaround period. For that info alone I feel like the book was worth the listen.

    PS: He's the founder and CEO of Starbucks so of course he promos his company whenever he can. 😁

    0 of 0 people found this review helpful
  •  
    DaveG 03-10-15
    DaveG 03-10-15
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    "Starbucks the good corporate citizen."

    I respect Howard Schultz for what he has created at Starbucks. I believe Starbucks proves that a business can be both successful and a good corporate citizen or at least makes an attempt to be so. I found the presentation of the growth and development of Starbucks very interesting but the book was repetitive. I felt like I was listening to a very long Starbucks commercial and found myself just waiting for the book to finish. The business community can learn a lot from Howards work at Starbucks: looking at profits alone can actually prevent success and creating a business that is based on quality and an ethic of good corporate citizenship can flourish and be profitable.

    0 of 0 people found this review helpful
  •  
    Stuart New York, USA 02-28-15
    Stuart New York, USA 02-28-15 Member Since 2014
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    "Love Starbucks or even have a liking for it, read"
    Would you consider the audio edition of Onward to be better than the print version?

    I own both the audio and printed book, and for me I love having the audio because I can listen to a book while on the way to and back from work, however I love having the physical book. In this case I have mine signed, so it is priceless to me.


    What did you like best about this story?

    I like how personal it was and that it seamed like a story book, it even brought a tear or two at one point. It was over all just a good book and well done.


    Which character – as performed by Stephen Bowlby – was your favorite?

    N/A


    If you were to make a film of this book, what would the tag line be?

    N/A


    Any additional comments?

    Starbucks is a great company, and after reading this book I have an even greater respect now then I ever did.

    0 of 0 people found this review helpful
  •  
    Christan 02-12-15
    Christan 02-12-15 Member Since 2014
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    "Inspiring"

    Loved every min of this book! Howard Schultz's passion for his dream is simply amazing! 5 thumbs up for sure!

    0 of 0 people found this review helpful
  •  
    Nick GRAND JUNCTION, CO, United States 01-30-15
    Nick GRAND JUNCTION, CO, United States 01-30-15 Member Since 2013
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    "It felt like listening to an 11 hour press release"

    Obviously the CEO of Starbucks is going to have a bit of a bias towards his company, even when describing the weaknesses Starbucks has faced in the past. While there were some interesting tidbits I learned, overall it felt a bit tainted amidst the overly positively spun adjectives and descriptions of the story.

    0 of 0 people found this review helpful
  •  
    André ORLANDO, FL, United States 07-08-14
    André ORLANDO, FL, United States 07-08-14 Member Since 2011

    I love AUDIBLE! I never get mad at traffic jams and can listen to many different books, despite of my short time.

    HELPFUL VOTES
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    "Great book!"

    A good story told by the owner of Starbucks. He seems to have a sixth sense to return to CEO before the Crash of 2008 and work hard and don't letting Starbucks adrift.

    0 of 0 people found this review helpful
  •  
    JesiB 06-01-14
    JesiB 06-01-14 Member Since 2012
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    "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


    0 of 0 people found this review helpful
  •  
    C. Spencer Reynolds Farmington, UT, United States 02-10-14
    C. Spencer Reynolds Farmington, UT, United States 02-10-14 Member Since 2012

    If there is ever a time I don't have at least 5 books in process on my iPhone or kindle app something must be wrong...

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    "Great read for leaders!"
    What made the experience of listening to Onward the most enjoyable?

    It was easy to parallel where I was at in business and what I was doing based on the time frames and backgrounds given in the writing. Most of us experienced a GOOD TIME just before the 2009 ouch hit...


    What did you like best about this story?

    That even the billion dollar CEO was open enough to have mentors and coaches in his life to help keep him on track.


    Which scene was your favorite?

    The $30+ million dollar training they put on in New Orleans, not just to make it look good for the business but to invest in their people and make an unforgettable impact on a city that has been decimated!


    If you were to make a film of this book, what would the tag line be?

    The coffee cup was FILLED BACK UP!!!


    0 of 0 people found this review helpful
  •  
    Michael 11-10-13
    Michael 11-10-13 Member Since 2011

    International Aviator

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    "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


    0 of 0 people found this review helpful
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