Most helpful critical review
on 19 June 2014
I think the book was a little pretentious and I took quite a few of the episodes and anecdotes in there with a pinch of salt.
Sometimes, when a businessman, entrepreneur, or biographer writes a book such as this, there tends to be a memory-recall of conversations, meetings etc which are either softened with the passage of time, or camouflaged to appease a person or a situation. I found quite a bit of that in this book. Also current board members and current key staff are always going to be mentioned in the book and praised heavily even though the week before the book was printed Schultz and the staff may have had a massive disagreement.
And one last thing, and this is the pretentious part: Schultz claims that right from the get-go he wanted Starbucks to keep the tradition of a traditional Italian coffee shop. What a joke. Starbucks is nothing more than a coffee shop full of fake and artificial syrups and beverages that are loaded to the brim with sugar and other horrible nasty things, and yet he claims he's never and will never compromise on the products and their genuine tradition and quality grade. Ahhum, how noble Mr. Schultz, and what a joke !