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

Schultz, Howard, and Gordon, Joanne

21,478 ratings by Goodreads
ISBN 10: 1605292885 / ISBN 13: 9781605292885
Published by Rodale, New York, 2011
Condition: Very good Hardcover
From Ground Zero Books, Ltd. (Silver Spring, MD, U.S.A.)

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xv, [3], 350 pages. Illustrations. Bookplate signed by Schults on fep. Tribute. Photo Credits. Index. In 2008, eight years after stepping down as Starbucks' CEO, Schultz returned to oversee the company's operations during a moment in history that left no company unscathed. "Onward" tells the the remarkable story of Schultz's return and the company's ongoing transformation. From Wikipedia: "Howard Mark Schultz (born July 19, 1953) is an American businessman and writer. He is best known as the chairman and CEO of Starbucks and a former owner of the Seattle SuperSonics. Schultz co-founded Maveron, an investment group, in 1998 with Dan Levitan. In 2012, Forbes magazine ranked Schultz as the 354th richest person in the United States, with a net worth of $1.5 billion.After graduating, he worked as a salesperson for Xerox Corporation. In 1979 he became a general manager for Swedish drip coffee maker manufacturer, Hammarplast. In 1981, Schultz visited a client of Hammarplast, a fledgling coffee-bean shop called Starbucks Coffee Company in Seattle which he joined as the Director of Marketing a year later. On a buying trip to Milan, Italy for Starbucks, Schultz noted that coffee bars existed on practically every street. He learned that they not only served excellent espresso, they also served as meeting places or public squares; they were a big part of Italy's societal glue, and there were 200, 000 of them in the country. On his return, he tried to persuade the owners (including Jerry Baldwin) to offer traditional espresso beverages in addition to the whole bean coffee, leaf teas and spices they had long offered. After a successful pilot of the cafe concept, the owners refused to roll it out company-wide, saying they didn't want to get into the restaurant business. Frustrated, Schultz started his own coffee shop in 1985, named 'Il Giornale' after the Milanese newspaper. Two years later, the original Starbucks management decided to focus on Peet's Coffee & Tea and sold its Starbucks retail unit to Schultz and Il Giornale for $3.8 million. Schultz renamed Il Giornale with the Starbucks name, and aggressively expanded its reach across the United States. Schultz's keen insight in real estate and his hard-line focus on growth drove him to expand the company rapidly. Schultz did not believe in franchising, and made a point of having Starbucks retain ownership of every domestic outlet. Schultz authored the book Pour Your Heart Into It: How Starbucks Built a Company One Cup at a Time with Dori Jones Yang in 1997. His second book Onward: How Starbucks Fought for Its Life Without Losing Its Soul with Joanne Gordon, was published in 2011. On January 8, 2008 Schultz regained his status as CEO of Starbucks after an eight-year hiatus. At this time, Schultz was earning a total compensation of $9, 740, 471, which included a base salary of $1, 190, 000, and options granted of $7, 786, 105. Schultz is a significant stakeholder in Jamba Juice." Also from Wikipedia: "Starbucks Corporation is an American global coffee company and coffeehouse chain based in Seattle, Washington. Starbucks is the largest coffeehouse company in the world, with 20, 366 stores in 61 countries, including 13, 123 in the United States, 1, 299 in Canada, 977 in Japan, 793 in the United Kingdom, 732 in China, 473 in South Korea, 363 in Mexico, 282 in Taiwan, 204 in the Philippines, and 164 in Thailand. Starbucks locations serve hot and cold beverages, whole-bean coffee, microground instant coffee, full-leaf teas, pastries, and snacks. Most stores also sell packaged food items, hot and cold sandwiches, and items such as mugs and tumblers. Starbucks Evenings locations also offer a variety of beers, wines, and small bites after 4pm. Through the Starbucks Entertainment division and Hear Music brand, the company also markets books, music, and film. Many of the company's products are seasonal or specific to the locality of the store. Starbucks-brand ice cream and coffee are also offered at. Bookseller Inventory # 67085

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Bibliographic Details

Title: Onward: How Starbucks Fought for Its Life ...

Publisher: Rodale, New York

Publication Date: 2011

Binding: Hardcover

Book Condition: Very good

Dust Jacket Condition: very good

Signed: Signed by Author(s)

Edition: First edition. First printing [stated].

About this title

Synopsis:

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.

Review:

Amazon Best Books of the Month, April 2011: Onward is not a puff piece. In just under 400 brisk pages, Starbucks CEO Howard Schultz details the multitude of factors--the recession, new consumer behavior, overexpansion--that led to the company's downturn during 2007-2008. Obviously, Schultz was successful, and his book has plenty of valuable lessons about management and leadership--standard features for most business books. But the most interesting thing about Onward is Schultz's honesty about the whole process, from his determination to make difficult personnel changes to his admission that he considers it a personal failure when he sees someone with a competitor's cup of coffee. Schultz even makes the chapters about his agonies over the company's breakfast sandwiches a fascinating study in the minute decisions that go into running a multibillion-dollar company. Conflicts, raw emotions, high stakes: Onward is a business book that goes beyond feel-good maxims and actually has a story to tell. --Darryl Campbell

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