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Onward Audiobook

Onward: How Starbucks Fought for Its Life Without Losing 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

4.1 (794 )
5 star
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4.2 (617 )
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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
  •  
    Amazon Customer 07-08-16 Member Since 2016
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    6
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    "excellent book"

    very thorough story of how to pick your company up from a diluted culture overridden by the obsession of volume and numbers. gets to the roots of what's most important...the people, the processes, and the desire to create the best experience for their customers...every time.

    0 of 0 people found this review helpful
  •  
    M. R. Sutton 06-16-16 Member Since 2011
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    "It was ok"

    I liked the story but it was a little too much like a commercial for me.

    0 of 0 people found this review helpful
  •  
    Dustin 05-22-16
    Dustin 05-22-16 Member Since 2015
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    "amazing. incredible transformation of the coffee ."

    truly amazing. incredible transformation of the coffee company we all love. this is a great story with a wonderful narration.

    0 of 0 people found this review helpful
  •  
    derek gardiner 05-10-16 Member Since 2015
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    4
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    "slow"

    Really nice story for coffee lovers but really slow and long winded - almost as if Howard want drinking coffee when he wrote it

    0 of 0 people found this review helpful
  •  
    Nami87 05-06-16
    Nami87 05-06-16 Member Since 2016
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    "Great book"

    Great performance. the book drags a bit in the middle because it felt repetitive in how it was written. but otherwise a really interesting and compelling true story of a loved brand.

    0 of 0 people found this review helpful
  •  
    Maria Ruvalcaba 03-30-16 Member Since 2016
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    "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.

    0 of 0 people found this review helpful
  •  
    Amazon Customer 02-02-16 Member Since 2015
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    "great but slow at times."

    The book was very interesting as far as learning about Starbucks company history but the personal story of Howard was sometimes a struggle to get through due to his high views of every single decision he has ever made. he basically comes off very over confident. other than that great book

    0 of 0 people found this review helpful
  •  
    Frank 08-05-15
    Frank 08-05-15
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    "Not a good read"

    This book was very disappointing. In a single word it was ponderous. The same thing could have been said in half the words. It also left out specifics. For example, Schultz wrote he spent time revising the leadership of Starbucks but didn't tell us what he did. Instead he tells us ad nauseam how he's going to recapture what made Starbucks great.
    I lost all respect for Schultz when he described his secret, aka cowardly, comeback as CEO. He didn't have the integrity to face Jim McDonald, the current CEO and other top executives, utilizing their company knowledge and experience. Instead he went outside the company and found someone who would listen to him.
    But, Starbucks survived and prospered despite him. I admire the employees for having pride in their work and making Starbucks a great company.

    0 of 0 people found this review helpful
  •  
    Alfonso Lerma 07-20-15 Member Since 2016
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    "Howard Does it Again"

    What can I say...I love Starbucks! Howard's passion, the entrepreneurial spirit inherent in the organization's DNA, and how those things are manifested in the experience of stepping into a Starbucks store propels me proudly atop my soap box to sing Starbucks praises.

    0 of 0 people found this review helpful

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