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

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

By Howard Schultz, Joanne Gordon

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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 fastpaced 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.

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

From Publishers Weekly?

Starred Review. In 2000, Starbuck's founder and CEO Schultz (Pour Your Heart into It) stepped down from daily oversight of the company and assumed the role of chairman. Eight years later, in the midst of the recession and a period of decline unprecedented in the company's recent history, Schultz-feeling that the soul of his brand was at risk-returned to the CEO post. In this personal, suspenseful, and surprisingly open account, Schultz traces his own journey to help Starbucks reclaim its original customer-centric values and mission while aggressively innovating and embracing the changing landscape of technology. From the famous leaked memo that exposed his criticisms of Starbucks to new product strategies and rollouts, Schultz bares all about the painful yet often exhilarating steps he had to take to turn the company around. Peppered with stories from his childhood in tough Canarsie, N.Y., neighborhoods, his sequel to the founding of Starbucks is grittier, more gripping, and dramatic, and his 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. (Mar.)?
(c) Copyright PWxyz, LLC. All rights reserved.

From?Booklist?

Schultz is the founder and CEO of Starbucks, a company that began as a small Seattle distributor of coffee beans and ground coffee that he transformed into what it is today, inspired by the espresso shops he visited in Italy. Schultz described the founding of Starbucks in his first book, Pour Your Heart into It (1997). Written with Joanne Gordon, a former Forbes writer and contributing editor, this account is a spotlight on the period of 2007�08, when the company lost some of its vision due to overexpansion and the pressure to maintain unabated growth. Seeing that Starbucks was becoming a victim of its own success, Schultz returned to the CEO position after eight years away from overseeing daily operations of the company. He details the struggle to maintain the identity of Starbucks while attempting to branch out into areas such as music sales and hot food, facing competition and the oversaturation that caused the company the painful closing of about 600 stores in 2008. This is one of those turnaround stories that illustrates that a company can overcome its growth pains by returning to its core principles. --David Siegfried

Review?

In 2000, Starbuck's founder and CEO Schultz (Pour Your Heart into It) stepped down from daily oversight of the company and assumed the role of chairman. Eight years later, in the midst of the recession and a period of decline unprecedented in the company's recent history, Schultz--feeling that the soul of his brand was at risk--returned to the CEO post. In this personal, suspenseful, and surprisingly open account, Schultz traces his own journey to help Starbucks reclaim its original customer-centric values and mission while aggressively innovating and embracing the changing landscape of technology. From the famous leaked memo that exposed his criticisms of Starbucks to new product strategies and rollouts, Schultz bares all about the painful yet often exhilarating steps he had to take to turn the company around. Peppered with stories from his childhood in tough Canarsie, N.Y., neighborhoods, his sequel to the founding of Starbucks is grittier, more gripping, and dramatic, and his 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.?--Publisher's Weekly, Starred Review
?

"Howard Schultz's refreshingly candid, compelling narrative demonstrates what it takes to lead in these extraordinary times.?Onward?is a rare first-hand account at how one of the world's most iconic brands overcame the challenges that confront us all."? --Indra Nooyi, Chairman and CEO of PepsiCo

?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 required reading, it's mandatory.?? --Warren Bennis, Distinguished Professor of Business, University of Southern California and author ofStill Surprised: A Memoir of a Life in Leadership

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

Customer Reviews

Another Must Read from HS!?

My fascination with Starbucks began as I savoured the first book 'Pour Your Heart into It' as a business school student and now continues with 'Onward', another highly inspirational read by Howard Schultz; a now humbled CEO with a natural talent for knitting powerful words together to tell an engaging motivational story that takes you through the nail biting journey of a company that went from peak to rock bottom to a slow, painful yet rewarding ride back up the mountain. I wont be surprised if this book finds itself in the business schools curriculum as a learning guide for reinventing oneself during challenging times. Get yourself a copy now!!

Excellent Read?

Onward is a bird's eye view of the journey taken by Howard Schultz as he resumed his position as CEO of Starbucks and carefully guided the company back into a position of profit and personal connection.?

From decisions made in team meetings to the unexpected discoveries made in obscure locations around the globe, this book shows how very personal the road to success has been not only for Howard, but also for the entire Starbucks family.?

It goes without saying that the reason there is such a loyal following among Starbucks customers is that not only do they provide an excellent product but also a genuine personal touch with each experience. This book shows where that spirit of personalization and attention to detail were born and how they were the driving force behind the company's incredible turnaround.?

The Art of Reinvention?

Author, Jim Collins got it right when he said "Good-to-Great transformations don't happen without level 5 leaders at the helm, they just don't". Howard Schultz demonstrates his level 5 skills, which are a paradoxical combination of personal humility and professional will. Throughout the transformation outlined in this book, Starbucks seemed to methodically and systematically align all the elements required to not only reinvigorate the Starbucks experience, but to also plan on how to make long term changes that would significantly reduce costs and improve customer service making the company a fierce competitor once again. All of this while focusing on finding Starbucks Soul.?

It has been fun to watch the company change direction and remember what made the company so great and learn how they have been able to embrace the qualities needed to rebuild their enduring greatness. The recipe seems so simple, but Howard Schultz shows us how difficult it can be to change with the times and embrace challenges such as environmental issues, political divides, and economic uncertainties all adding to the looming recession we were all about to experience. Their savvy strategies to recruit past partners who had the passion and skills to innovate and improve the in-store experience were brilliant! This was the shortest path to the customer and Howard Schultz was smart enough to surround himself with experienced passionate partners who knew how to execute with precision.?

I was a former partner at Starbucks and have incredibly fond memories of the people and experiences that I feel so fortunate to have been a part of. Starbucks was and is a great company and Howard Schultz does a great job of sharing his personal journey and sharing what it means to be an entrepreneur. His passion, drive, anger, and love for all that Starbucks has to offer was an exciting read and I am grateful that he had the courage to grab the bull by the horns and take back what makes Starbucks so special. The soul of Starbucks comes to light in this book and it is great to see it shine so brightly once again.?

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