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Onward: How Starbucks Fought For Its Life Without Losing Its Soul Hardcover – 13 Apr 2011


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Onward: How Starbucks Fought For Its Life Without Losing Its Soul + Pour Your Heart into it: How Starbucks Built a Company One Cup at a Time + Grinding It Out: The Making Of McDonald's
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Product details

  • Hardcover: 352 pages
  • Publisher: John Wiley & Sons; 1 edition (13 April 2011)
  • Language: English
  • ISBN-10: 0470977647
  • ISBN-13: 978-0470977644
  • Product Dimensions: 14 x 3.2 x 22 cm
  • Average Customer Review: 4.5 out of 5 stars  See all reviews (21 customer reviews)
  • Amazon Bestsellers Rank: 19,646 in Books (See Top 100 in Books)
  • See Complete Table of Contents

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Review

‘…a compelling story…gripping stuff. ’ (Management Today, May 2011). ‘…the story of how [Howard] stabilised the company and brought it back to its core values.’  (Bookbag.co.uk, May 2011). ‘…a tale of derring–do, traversing the globe and crowded with a cast of exceptional people… the book is testament to [Howard’s] drive and dedication.’  (Financial Times, May 2011). ‘ The book is useful for anyone interested in leadership, management, and building a consumer brand.’ (The Market, May 2011). ‘…an insight into the challenges faced by anyone keen to build a socially conscious business that is also highly profitable.’ (Director.co.uk, June 2011).

From the Back Cover

On February 26, 2008, customers at 7,100 Starbucks stores in the US were asked to leave. For the next three hours every barista in every Starbucks was retrained in the art of making the perfect espresso. The act was unprecedented, but proof of just how dire things were becoming at a company that could once do no wrong. For more than three decades, Starbucks had a storied history of being a great place to work, of ethically sourcing and roasting the highest–quality coffee beans, and of crafting beverages for millions of customers who went to Starbucks for coffee and for a sense of community. But by 2008, after years of focusing on rapid expansion, the traits that made Starbucks successful were in jeopardy. Sales started to slide at a distressing rate. The stock price was falling. The company′s very survival was at risk. To address the emerging problems, former chief executive officer Howard Schultz, who had stepped aside almost eight years earlier to become chairman after growing Starbucks from 11 stores to thousands, did something no one expected: He returned as CEO to oversee day–to–day operations. His goal was not just to stabilize the company, but to transform it by refocusing on core values and reigniting the innovation required to thrive in a dramatically shifting marketplace, all while fending off harsh critics and huge competitors. Schultz came back with passion and a plan, and in the course of two years–even in the face of painful revelations about internal troubles and a worsening economy–Starbucks astonishingly returned to sustainable, profitable growth. Onward is the remarkable story of that transformation. Schultz offers readers an extraordinarily intimate look at his daily decision–making process, from closed–door planning sessions in Seattle, to conversations with coffee farmers in Rwanda, to investor presentations in New York during the worst of the economic turmoil. Onward is more than just a business book. Personally inspiring and unexpectedly candid, it brings a dramatic story to life with the emotional power and narrative suspense of a novel. "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 "Howard Schultz′s refreshingly candid, compelling narrative demonstrates what it takes to lead in these extraordinary times. Onward is a rare firsthand account of how one of the world′s most iconic brands overcame the challenges that confront us all." Indra Nooyi , Chairman and CEO of PepsiCo "The second toughest thing in business is building a successful enterprise–the toughest is to engineer a turnaround and still maintain the core culture and values of the organization. This is a classic example of how it can be done. Howard has proven it′s not enough to be smart or well intentioned–sustained success will not occur without true passion from the very top!" Jim Sinegal , cofounder and CEO of Costco Starred Review: "[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

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Most Helpful Customer Reviews

5 of 5 people found the following review helpful By Doug TOP 500 REVIEWERVINE VOICE on 2 Sep 2011
Format: Kindle Edition Verified Purchase
I started reading the Kindle Version of this book with rather low explanations, after all the world can probably manage unite well without another how I did it book from an American Chain!

But from page 1 there is such a high degree of honesty in this book.

How Howard Schultz had a clear vision and then fought to see that vision shine through.

A lot of practical management ideas and theories are considered, there are some wonderful sections which I have had to highlight and keep coming back to.

In summary, an awesome book, well written, excellent management theories and inspiration.

However, having just visited my local Starbuck, they still have a long way to go.

But what we learn form the book is they know that.

Recommended - no make that, Highly Recommended.
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9 of 10 people found the following review helpful By Gordon Ross on 10 May 2011
Format: Hardcover
This is Howard Schultz's second book about Starbucks, where he is chairman, president, and CEO.
The book covers the period from 2008, when Starbucks was in crisis, its sales slumping and stock tumbling. Schultz tells us how through re-focusing on core values and continuing innovation the company was brought back to sustainable growth and profit.
Schultz joined the company in 1982, when Starbucks only had four stores, in the 29 years since, Starbucks has grown to be global brand with 17,000 stores in 50 countries.
Clearly Schultz is a driven individual, committed to his business, and open to new ideas. The company's shift to Fair Trade coffee is admirable, as are it's charitable donations. I would have like to have read what Schultz has to say about criticisms aimed at Starbucks, but that's not something tackled by this book.
The book is useful for anyone interested in leadership, management, and building a consumer brand.
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8 of 9 people found the following review helpful By Robert Morris TOP 500 REVIEWER on 7 May 2011
Format: Hardcover
In January 2008, chairman Howard Schultz resumed his roles as President and CEO of Starbucks eight years after he relinquished them, replacing Jim Donald, who took the posts in 2005 but was asked to step down. Schultz's immediate objective was to restore what he called the "distinctive Starbucks experience" after years of rapid expansion that had compromised it. The bulk of this book's material covers the period since then, although Schultz (in collaboration with Joanne Gordon) does include valuable perspectives on the events that preceded his joining Starbucks as director of retail operations in 1982 and his subsequent purchase of the company from its three co-founders in 1987.

Others have their own reasons for praising this book, Here two of mine. First, Schultz is a skillful raconteur and the dramatic narrative that he provides is compelling as he introduces various characters, develops a lively plot filled with crises as well as triumphs, and meanwhile examines several themes that invest the narrative with structure and direction. For example, how to accelerate but manage growth so that the company (however large it may become) retains its entrepreneurial spirit? As Starbucks expanded into new locations, states, and even countries, how to preserve the ambiance of an Italian café (i.e. coffeehouse) while take full advantage of modern technologies? This book is a great read because Schultz has a multitude of fascinating stories to share.
My other reason is that the book anchors in real-world situations, involving real people, a number of business principles that are relevant to all organizations, whatever their size and nature may be.

For example:

1. Don't "fall in love" with loyal, devoted workers.
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2 of 2 people found the following review helpful By Lady Yank on 17 Sep 2011
Format: Hardcover
I was doing a report on Starbucks for my master's degree so I purchased this book. Compared to the other books on Starbucks I enjoyed this one the most. Schultz has unique opinions and it was very interesting to see how his policies and ideas for Starbucks changed over the years. It also opened my eyes up to the way their channel management works, and how they work to maintain high-quality coffee. It's a good read for anyone interested in Starbucks or business in general.
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1 of 1 people found the following review helpful By Espresso Man on 6 Oct 2013
Format: Kindle Edition Verified Purchase
To be honest not sure what I expected from a book written by a man closely associated with a public company about which he is writing but still - in my humble opinion book lacks sincerity and on every turn author tries to glorify the company instead of telling it like it is.

As a contrast to this story I liked much more Sam Walton's take on Walmart which felt more sincere.
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By L. Ireland on 5 July 2014
Format: Hardcover Verified Purchase
fabulous book
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By Abiodun O Olowosoyo on 12 Jun 2014
Format: Audio CD Verified Purchase
A few weeks ago I was introduced to a fantastic book by a good friend. In his book ‘Onward’, Howard Schultz gave his account of how he steered Starbucks through a challenging era of the company which also coincided with the global recession brought about by the credit crunch.
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Format: Kindle Edition Verified Purchase
On the whole this is a disappointing book.

Written like a marketing diatribe, it is insipid, doesn't inspire, lacks heart, and is boring. I also didn't learn very much about coffee or business - other than "passion" is somehow important to Starbucks. Even the parts of the book that were meant to be inspiring, such as when part of the mission statement is read out by various adoring managers and "partners" at a convention had me putting my fingers down the back of my throat. I found myself far more interested in those family vacations to Hawaii, which always seemed to coincide with those taken by other CEOs such as Michael Dell - they say birds of a feather flock together, but I can't imagine anything worse than taking a holiday where all you seem to do is talk shop with other Alpha Males, go for 30 mile bike rides, and fiddle with your Blackberry.

All in all this book on Howard Schultz's attempt to reclaim Starbucks, and guide it towards a glorious future, left me as cold as a cup of brewed coffee. And here's why. The Starbucks described in this book is the polar opposite of the one I know from my own experience. For example, I had to stop visiting my local Starbucks because they kept getting it wrong. On nearly every visit I either got the wrong size, the wrong drink, or someone else took my drink order by mistake. The place was a shambles. I gave up and went to Costa or Cafe Nero instead. It's a shame because I generally like the shop design and you can get a half-decent Americano there.

Against my better judgement I recently revisited Starbucks when a new Drive Thru was opened on the route of my commute. I guess my mindset was "how bad can it be?". The answer: pretty bad.
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