Onward

How Starbucks Fought for Its Life Without Losing Its Soul

By: Howard Schultz, Joanne Gordon

Narrated by: Stephen Bowlby

Length: 12 hrs and 39 mins

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)

Too much self promotion not enough reflection

What did you like best about Onward? What did you like least?

I liked that the first half of the book best... Not to sound overly simple but the first part of the book described going through adversity and how to overcome some of those things... I liked least the second half which talked about how every move the CEO and author made was perfect. It seemed overly positive without enough reflection

What was the most interesting aspect of this story? The least interesting?

The first part of the book and overcoming adversity

Have you listened to any of Stephen Bowlby’s other performances before? How does this one compare?

no

Who do you think would benefit most from listening to Onward?

A starbucks lover

Super

It makes anyone who has developed a company and let another person or group run it realize that your always thinking did I give up control to soon.

He speaks to that group!

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. 😁

Knowledge is important

It was nice to hear the inside story. A company that cares about all aspects, the customer, the product, the producers, the employee. Being honest about your failures and figuring out how to fix something that isn't working, more people / companies should do that!!! It was nice and refreshing.

Interesting but longer than it needed to be

I'm a fan of Starbucks and have great respect for what they achieved.
I was aware of the troubles they went through in 2008-2010 and it's good to hear from the CEO's perspective what happened and how they turned around. Gives us good insight on how successful CEO's think and operate and we get a better understanding of what Starbucks is about.
That said, this book could be about half the lenght... at times it goes on and on and on about things that are not relevant. For example at one point Mr Schultz rambles on about what customers might be doing at a store when the point he was trying to make was something else altogether.
Still, a good story about Starbucks' history. Enjoyed it.

Good to the Last Drop

In Onward: How Starbucks Fought for Its Life without Losing Its South, Howard Schultz and Joanne Gordon tell the story of how Schultz turned Starbucks around in 2008. Working forward to the present, they relate the ups and downs associated with reviving a company in trouble. The book is revealing on a number of levels. Of course Schultz talks at length about the Starbuck’s mission and values. In addition he tells of times when the company changed strategies and the risk that was involved in implementing those strategies. I was duly reminded of the risks that businesses take often to meet the demands of the market place. Most important to me were the segments of the book dealing with how Schultz bonded workers with the Starbuck’s mission and how he built enthusiasm for the values the company represents. It is probably advisable to take the book with a grain of salt because Schultz ran it after all. However, there is much to appreciate in the book as it informs the reader page after page. The reading of Stephen Bowlby is exceptional.

Interesting book

Would you listen to Onward again? Why?

Will listen again especially the first part

What was your reaction to the ending? (No spoilers please!)

Impressive

What aspect of Stephen Bowlby’s performance would you have changed?

Non

Did you have an extreme reaction to this book? Did it make you laugh or cry?

It make me think how great leader do thing differently

Any additional comments?

If you are lack of confident in your business, read how onward change Starbucks

Great book

If you are at all interested in STarbucks come back to its previous position then this is great as it tells in good detail how HS did it and how he really relies on his workers to be part of the team. I thought that there might be a bit more more of Starbucks history but I guess that is in another book. REally enjoyed it.

Great Read

What did you love best about Onward?

Like Howard's other books, I found this engaging, and very personal. I was able to relate, and felt like I knew Howard, just by reading about the Starbucks story. It has also raised by overall respect, and admiration for the Starbucks brand.

Passion over coffee

This is probably the most passionate book I have read. I also have began to like coffee more. The process from bean to cup shows how fair trade is practiced and how it is possible company who goes out the way to be lean and sustainable. The thought process of a CEO is also clearly outlined.