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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.
Customer ReviewsMost 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.
15 of 16 people found this review helpful
By Joao Coelho on 03-07-12
Interesting but longer than it needed to be
I'm a fan of Starbucks and have great respect for what they achieved.
I was aware of the troubles they went through in 2008-2010 and it's good to hear from the CEO's perspective what happened and how they turned around. Gives us good insight on how successful CEO's think and operate and we get a better understanding of what Starbucks is about.
That said, this book could be about half the lenght... at times it goes on and on and on about things that are not relevant. For example at one point Mr Schultz rambles on about what customers might be doing at a store when the point he was trying to make was something else altogether.
Still, a good story about Starbucks' history. Enjoyed it.
3 of 3 people found this review helpful