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

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Description

In this #1 New York Times bestseller, the CEO of Starbucks recounts the story and leadership lessons at the back of the global coffee company’s comeback and continued success.

In 2008, Howard Schultz made up our minds 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, all through some of the 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 middle of it all. In addition, you’ll get an inside look into Schultz’s central leadership philosophy: It isn’t 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. In the long run, Schultz will give you a sense of hope that, no matter how tough times get, the future can be more successful than the past.

Amazon Best Books of the Month, April 2011: Onward is not a puff piece. In just under 400 brisk pages, Starbucks CEO Howard Schultz details the multitude of factors–the recession, new consumer behavior, overexpansion–that led to the company’s downturn all through 2007-2008. Obviously, Schultz was successful, and his book has quite a few valuable lessons about management and leadership–standard features for most business books. But the most interesting thing about Onward is Schultz’s honesty about the whole process, from his determination to make difficult personnel changes to his admission that he considers it a personal failure when he sees someone with a competitor’s cup of coffee. Schultz even makes the chapters about his agonies over the company’s breakfast sandwiches a fascinating study in the minute decisions that go into running a multibillion-dollar company. Conflicts, raw emotions, high stakes: Onward is a business book that goes beyond feel-good maxims and in truth has a story to tell. –Darryl Campbell

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