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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
4 out of 5 stars
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

4 out of 5 stars
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.

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3 of 3 people found this review helpful

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