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Publisher's Summary

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
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Critic Reviews

"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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Customer Reviews

Most Helpful

By Carla on 06-13-11

Interesting, but a bit annoying

Here's what I liked about the book:
- Written by Howard Schultz (CEO) which gives a really cool inside perspective
- Gives a really cool inside look into a well known consumer brand
- Gives a lot of insight into HS's leadership style and some of his leadership habits
- A lot of choices they made with the brand were very fascinating (closing stores, getting back to the core competency, investing in training and development, etc).

Here's what I didn't like
- I don't think it was 100% genuine. I thought it was kind of a sales job, in that CEO sales job kind of way. I'd say it seemed 75% genuine.
- Telling the results of a turnaround story before time has run it's course is ridiculous, as is the general timing of the "turnaround." Hello, we were in a major rebound after a recession.
- HS comes across as annoying - sounds to me like he believes a lot of his on BS.
- I found the book to be a couple of hours too long.

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15 of 16 people found this review helpful


By Jeff on 05-15-11

Not as good as his first but still great

Howard is a bit narcissistic in his portrayal of Starbucks 2.0, but he it an excellent story teller, incredibly articulate, and I learned a lot from reading Onward. Actually, I listened to it on 2x or 3x speed, which was just perfect for the treadmill. Enjoy.

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4 of 4 people found this review helpful

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