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Onward

How Starbucks Fought for Its Life Without Losing Its Soul

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In 2008, Howard Schultz, the president and chairman of Starbucks, made the unprecedented decision to return as CEO, eight years after he stepped down from daily oversight of the company to become 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 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.

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.

©2011 Howard Schultz. (P)2011 HighBridge Company Affaires Développement commercial et entrepreneuriat Entrepreneurship Gestion et leadership Marketing Marketing et ventes Professionnels et universitaires Réussite personnelle Direction Gestion

Ce que les critiques en disent

"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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Les plus pertinents
Great story about transformation within a large organization. Very well written and narrated. Very much enjoyed with a good coffee.

Fantastic!

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Definitely recommended for people interested in businesses. Personally one of my favourites.

There are many business lessons to be learned here. The main one is what can happen to an organization of any size when profits and short term gains, get on the driver seat over long term vision, identity and routes.

Great Business Book

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A nice view from the CEO's desk on a company overcoming change. Largely it's short on details. The book does achieve its principal goal of acting as advertising for Starbucks and self promotion for the author who constantly reminds us how much he loves his employees, while glossing over mass layoffs. Overall, it was a fairly easy read and talks about the value of branding, the dangers of expanding too fast and the pulls and challenges of being in the big seat

once you get past the sales pitch, it's an ok book

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This is an awesome book that will give you lots of little nuggets of information that will serve you throughout your life. I also highly recommend Howard’s other books as well

Essential read

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It was an overall good book. Everything that was said, could have been said in a shorter time.

Good book but could have been shorter

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