We are currently making improvements to the Audible site. In an effort to enhance the accessibility experience for our customers, we have created a page to more easily navigate the new experience, available at the web address www.audible.com/access .
Onward Audiobook

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

Regular Price:$24.47
  • Membership Details:
    • First book free with 30-day trial
    • $14.95/month thereafter for your choice of 1 new book each month
    • Cancel easily anytime
    • Exchange books you don't like
    • All selected books are yours to keep, even if you cancel
  • - or -

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 (775 )
5 star
 (325)
4 star
 (270)
3 star
 (120)
2 star
 (41)
1 star
 (19)
Overall
4.1 (602 )
5 star
 (259)
4 star
 (193)
3 star
 (98)
2 star
 (37)
1 star
 (15)
Story
4.2 (600 )
5 star
 (270)
4 star
 (205)
3 star
 (94)
2 star
 (22)
1 star
 (9)
Performance
Sort by:
  •  
    D. Ellsworth Tucson, Arizona 04-30-15
    D. Ellsworth Tucson, Arizona 04-30-15 Member Since 2015

    Janitor, Ultimate, Knives... Life is good

    ratings
    REVIEWS
    3
    1
    Overall
    Performance
    Story
    "Listened to it 6 times so far."

    A phenomenal book for an entrepreneur. Easy to listen to as well. Just finished my 6th listen in 14 months.

    0 of 0 people found this review helpful
  •  
    Ron Fleekop 04-28-15
    Ron Fleekop 04-28-15
    ratings
    REVIEWS
    1
    1
    Overall
    Performance
    Story
    "new starbucks partner"

    Great read, motivating and makes me proud to begin my Starbucks career. Turnaround story based on adapting, strengths of belief, and care of human beings.

    0 of 0 people found this review helpful
  •  
    ABBEY 04-27-15
    ABBEY 04-27-15 Member Since 2015

    As a project manager traveling 1500km a week, audible is my only alternative of reading, studying and driving at the same time.

    ratings
    REVIEWS
    12
    2
    Overall
    Performance
    Story
    "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.

    0 of 0 people found this review helpful
  •  
    YNaples 04-22-15
    YNaples 04-22-15 Member Since 2013
    ratings
    REVIEWS
    34
    6
    Overall
    Performance
    Story
    "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.

    0 of 0 people found this review helpful
  •  
    *QT 03-24-15
    *QT 03-24-15 Member Since 2015
    HELPFUL VOTES
    2
    ratings
    REVIEWS
    23
    8
    FOLLOWERS
    FOLLOWING
    0
    0
    Overall
    Performance
    Story
    "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
    HELPFUL VOTES
    10
    ratings
    REVIEWS
    59
    16
    FOLLOWERS
    FOLLOWING
    0
    13
    Overall
    Performance
    Story
    "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
  •  
    StuartMVG Boston, USA 02-28-15
    StuartMVG Boston, USA 02-28-15 Member Since 2014
    ratings
    REVIEWS
    16
    1
    Overall
    Performance
    Story
    "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
    ratings
    REVIEWS
    3
    2
    Overall
    Performance
    Story
    "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 2016
    ratings
    REVIEWS
    45
    5
    Overall
    "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
    471
    ratings
    REVIEWS
    238
    122
    FOLLOWERS
    FOLLOWING
    150
    7
    Overall
    Performance
    Story
    "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

Report Inappropriate Content

If you find this review inappropriate and think it should be removed from our site, let us know. This report will be reviewed by Audible and we will take appropriate action.

Cancel

Thank you.

Your report has been received. It will be reviewed by Audible and we will take appropriate action.