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
"This is a must-read for anyone interested in leadership, management, or the quest to connect a brand with the consumer." (Publishers Weekly)
Janitor, Ultimate, Knives... Life is good
A phenomenal book for an entrepreneur. Easy to listen to as well. Just finished my 6th listen in 14 months.
As a project manager traveling 1500km a week, audible is my only alternative of reading, studying and driving at the same time.
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.
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.
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. 😁
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.
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.
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.
Starbucks is a great company, and after reading this book I have an even greater respect now then I ever did.
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.
I love AUDIBLE! I never get mad at traffic jams and can listen to many different books, despite of my short time.
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.
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