Howard Schultz

Joanne Gordon

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.

How Starbucks Fought for Its Life without Losing Its Soul

Onward

Describes how the CEO of Starbucks gained new insights into leadership upon resuming his position eight years after stepping down, a comeback he accepted to restore the company's performance and sustainability values.

How Starbucks Fought for Its Life Without Losing Its Soul

ANDREW BRYK

As a starbucks fanatic, this was a fascinating read

Jeni Enjaian

I reacted completely differently to this book than Schultz intended for the readers to react, especially one who frequents Starbucks as much as I do. At the end of the book, I find myself a bit turned off to Starbucks, the big behemoth coffee company, especially after a few hundred pages of, sometimes gag-worthy, kool-aid. 

While I found the writing itself engaging and comprehensive, something about the tone of the book felt off to me throughout the entire book. It started towards the beginning when, after stating his reasons for coming back as "ceo" and the trouble Starbucks appeared to be in, he spent almost an entire chapter waxing eloquent about all the amazing things Starbucks had done in his absence as ceo, while he was still chairman. That section left me scratching my head as to how something could be terribly wrong with a company that seemed to be doing such great things, at least in Schultz' words.

As I continued to read, I noticed that Schultz laid out many mea culpas for various things in such a way that he made it clear that they always had the absolute best intentions and that, at the end of the day, no one was at fault, ever. Things were going wrong with the economy. Starbucks had made some short-sighted, but perfectly reasonable mistakes which one could fault no one about, and now the almighty savior, Howard Schultz, had to step in and right the ship so that Starbucks did not lose its number one ranking.

By the end of the day, Schultz' prose tasted sickeningly sweet causing me to rethink all of my Starbucks trips and to search out local coffee sources. Something about the big, "lovable" behemoth rubs me the wrong way.

Aaron Bach

At its heart, this is a tremendous story about a company's fall from grace and return to the top of its industry. Although he is by no means a perfect writer, it is obvious that Howard Schultz's success as Starbucks' CEO comes from his sense of spirit and desire to enrich the lives of everyone that the company comes into contact with. A wonderful read, and one that I would recommend to every business leader.

Shelby Doherty

In 2008, Howard Schultz, the president and chairman of Starbucks, made the unprecedented decision to return as the CEO eight years after he stepped down from daily oversight of the company and became 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 his return and 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. Offering readers a snapshot of a moment in history that left no company unscathed, the book zooms in to show, in riveting detail, how one company struggled and recreated itself in the midst of it all. The fast paced narrative is driven by day-to-day tension as conflicts arise and lets readers into Schultz's psyche as he comes to terms with his limitations and evolving leadership style. Onward is 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. Ultimately, he gives readers what he strives to deliver every day- a sense of hope that, no matter how tough times get, the future can be just as or more successful than the past, whatever one defines success to be. "Through the lens of his personal leadership journey, with all of its dizzying ups and agonizing downs, Howard Schultz has written, with aching honesty and passion, the single most important book on leadership and change for our time and for every generation of leaders. This book is not just recommended reading, it's required." Warren Bennis, Distinguished Professor of Business, University of Southern California, and author of the recently published Still Surprised: A Memoir of a Life in Leadership "[This] sequel to the founding of Starbucks is grittier, more gripping, and dramatic, and [Schultz's] voice is winning and authentic. This is a must-read for anyone interested in leadership, management, or the quest to connect a brand with the consumer." Publishers Weekly

Onward How Starbucks Fought for Its Life without Losing Its Soul

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