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)
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.
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.
I found this book to be fascinating and gave me a new appreciation for the values and choices that are behind the business. It is great to see how the company that seemed to epitomize "excess" during the recession reinvent itself and come out on top. A few parts get a little too "inside baseball" but overall, a great listen.
It was nice to hear about Starbucks from the "inside" considering I'm already an advocate for Starbucks on the outside. I would say the book was a little self-promoting; but it was interesting to hear how Howard Schultz refocused the company during tough economic times. I also had no idea HOW MUCH they were doing from a green perspective and having stores LEED certified, as well as the lengths they go to for Fair Trade and treating their farmers with respect and not taking advantage of them. I remember when the customer service was declining, when they quit asking my name and writing it on my cup, when I'd have a great latte one day, and a not-so-great one the next, when I became more of a number - and after the day they closed all of their stores in the US for 3 hours for espresso training, how my Skinny Vanilla Latte suddenly became a yummy, consistent treat again.
I also love hearing the passion of an entrepreneur; and that even with 17,000+ stores, Howard Schultz still considers himself an entrepreneur. Owning my own business, I know the passion that is required to get up and make a difference every day - and after 25+ years, he still feels it every day.
I was into this story in the beginning. It was interesting to hear how Starbucks started and how products came to life.
However, I stopped reading it after the first half. It became too repetative and didn't have me hooked enough to continue.
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