Publish: Published March 29th 2011 by Rodale Books (first published February 1st 2007)
ISBN: ISBN 1605292885 (ISBN13: 9781605292885)
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 – 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.
Some Reviews: 16,372 ratings 895 reviews in Goodreads.com
I wanted to read a non fiction book. What better way to do that then read a book about a company you love and work for? This book had my eyes sparkling with all the cool insight I was receiving. I was able to look back and think about the small details that were once thought over and over about before being put out. This is a great book if you love starbucks and also great if you love to read about people struggling and finally accomplishing their goals. I’m glad I read this book.
Recommended for anyone in business school or those interested in crisis management. The main focus of this book is about how to turn things around during the world’s economic crisis in the late 2000’s. Certain parts of the book focus on too many details about names, but I guess the author valued name recognition of his partners. You would even like this book more if you are a Starbucks fan.
This book started out pretty good, although I didn’t realize it was about just the comeback years instead of the whole Starbucks story. I’ll have to go back and read that.
That being said, this is a good primer on dealing with a crises and taking the offensive while not losing site, or regaining, your vision.
Good read, inspiring
Many companies would balk at describing their trials and tribulations of the economic shift we all experienced in 2008 through 2010, but Starbucks’ CEO rose to the occasion. His honest description of how the company survived and thrived without caving to the pressure to subjugate its mission and beliefs is inspiring.
It has a great tips from the founder of the Starbucks Coffee while they were struggling with their uncontrolled growth(thus effect their philosophy and coffee quality), how to overcome them and survive from great economical crisis on 2008 with winning vision.