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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 (614 )
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4.1 (461 )
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Performance
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  •  
    Christan 02-12-15
    Christan 02-12-15 Member Since 2014
    ratings
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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 2015
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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.

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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
  •  
    Ryan 09-25-13
    Ryan 09-25-13
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    "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.


    0 of 0 people found this review helpful
  •  
    James SIngapore, Singapore 07-07-13
    James SIngapore, Singapore 07-07-13 Member Since 2015

    I love business and history series.

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    "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

    0 of 0 people found this review helpful
  •  
    Josh United States 06-25-13
    Josh United States 06-25-13 Member Since 2013

    I love memoirs and books on personal triumphs and business. I like to learn, be inspired and relax while listening to my books.

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    "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


    0 of 0 people found this review helpful
  •  
    Matthew 01-29-13
    Matthew 01-29-13
    HELPFUL VOTES
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    "Very Interesting But........"
    Would you try another book from Howard Schultz and Joanne Gordon and/or Stephen Bowlby?

    Possibly depends on the topic


    How would you have changed the story to make it more enjoyable?

    Not make it feel like so much of a sales pitch/plea from Howard but a more personal story on Howard himself


    Did the narration match the pace of the story?

    Yes, good narration


    If this book were a movie would you go see it?

    Not Likely


    Any additional comments?

    Howard and Starbucks are interesting in themselves, but this book did not do justice for a organization of it's size.

    0 of 0 people found this review helpful

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