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

Front Cover
Potter/Ten Speed/Harmony/Rodale, Mar 27, 2012 - Biography & Autobiography - 368 pages
In this #1 New York Times bestseller, the CEO of Starbucks recounts the story and leadership lessons behind the global coffee company's comeback and continued success.

In 2008, Howard Schultz decided to return as the CEO of Starbucks to help restore its financial health and bring the company back to its core values. In Onward, he shares this remarkable story, revealing how, during one of the most tumultuous economic periods in American history, Starbucks again achieved profitability and sustainability without sacrificing humanity.

Offering you a snapshot of the recession that left no company unscathed, the book shows in riveting detail how one company struggled and recreated itself in the midst of it all. In addition, you’ll get an inside look into Schultz's central leadership philosophy: It's not about winning, it’s about the right way to win.

Onward is a compelling, candid narrative documenting the maturing of a brand as well as a businessman. Ultimately, Schultz gives you a sense of hope that, no matter how tough times get, the future can be more successful than the past.
 

What people are saying - Write a review

User ratings

5 stars
4
4 stars
5
3 stars
3
2 stars
1
1 star
0

LibraryThing Review

User Review  - Literary_butterfly - LibraryThing

I'm not really sure why I decided to read this book. I mean, I drink Starbucks coffee (who doesn't?) but I've never been particularly interested in business or the theory behind it. Which probably ... Read full review

Onward How

User Review  - cl12345 - Overstock.com

The book is excellent. It is so refreshing to read of a company like Starbucks and its CEO. Very well written. The only issue was it took almost 2 weeks to get the book which is so unlike Overstock.t Read full review

Selected pages

Contents

A Beverage of Truth
3
A Love Story
8
Surfacing
14
Nothing Is Confidential
26
Magic
33
Loyalty
39
Believe
47
Confidence
53
No Silver Bullets
164
I Know This to Be True
170
Hope
181
Truth in Crisis
183
A Galvanizing Moment
192
Nimble
208
Plan B
217
Stay the Course
224

A Reservoir of Trust
55
A New Way to See
69
Playing to Win
81
Elevating the Core
88
Get In the Mud
96
A Reason to Exist
102
Benevolence
116
Beyond the Status Quo
123
Bold Moves
128
Pain
137
Whirlwind
139
A Lethal Combination
147
Reverence
155
Courage
237
Innovate
239
Conviction
250
Connecting Dots
262
Balance
271
Conscience
287
Winning
296
NĭHăo
302
Tribute
313
Acknowledgments
329
Photo credits
333
Index
335
Copyright

Other editions - View all

Common terms and phrases

About the author (2012)

Howard Schultz is chairman and chief executive officer of Starbucks, where he has been recognized for his leadership, business ethics, and efforts to strengthen communities. He and his wife, Sheri, have pledged extensive support to help veterans make successful transitions to civilian life through the Schultz Family Foundation’s Onward Veterans initiative. Schultz is the bestselling author of Onward: How Starbucks Fought for Its Life Without Losing Its Soul and Pour Your Heart Into It.

Joanne Gordon was a writer at Forbes magazine from 1998 to 2003 and has written about management, career, and workplace issues for Boston Magazine, Working Mother, Seventeen, and the Chicago Tribune. Before becoming a professional writer, she spent six years in marketing and, in 1997, earned a graduate degree from the Medill School of Journalism at Northwestern University. She is the co-author of Roadtrip Nation with Mike Marriner and Nathan Gebhard, as well as the author of Be Happy At Work and Career Bliss. She lives in the Pacific Northwest.

Bibliographic information