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Onward Audiobook

Onward: How Starbucks Fought for Its Life Without Losing 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

4.1 (818 )
5 star
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4.2 (637 )
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Performance
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  •  
    James Mason Boulder, CO 06-20-15
    James Mason Boulder, CO 06-20-15 Member Since 2016
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    "Real life version of Weird Al's Mission Statement"
    Would you recommend this book to a friend? Why or why not?

    Only if they had already read all of the other popular leadership / large company books (e.g., Steve Jobs, various Google ones) and were running low on options. That's how I came to it.


    Would you be willing to try another book from Howard Schultz and Joanne Gordon ? Why or why not?

    No. Howard Schultz seems to have no sense of humor. He tries to be humble in certain places but without any sense of self deprecating humor, it comes off as if he's just covering his butt and placating. The language was also strikingly similar to the jibberish blend of buzz words that Weird Al put together in his recent "Mission Statement" song. Maybe Howard Schultz is a really good leader, but this writing came across as though he was trying to fit the mold.


    What three words best describe Stephen Bowlby’s performance?

    Clear but too movie-announcer-y


    0 of 0 people found this review helpful
  •  
    D. Ellsworth Tucson, Arizona 04-30-15
    D. Ellsworth Tucson, Arizona 04-30-15 Member Since 2015

    Janitor, Ultimate, Knives... Life is good

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    "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
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    "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.

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    12
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    "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
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    "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
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    "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
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    "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
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    "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 2016
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    6
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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 2016
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    48
    5
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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

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