Onward: How Starbucks Fought for Its Life without Losing Its Soul
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....more
The most interesting aspect of this account, for me, is that it serves as a perfect illustration of how annoying American upper managament can be. Nothing is ever good enough or fast enough for this man. Everyone has to passionately commit. Everything has to be be ...more
But this book has a very self-congratulatory tone. Even the parts where they admit to errors in the past seem like "I thought they were errors, but realize that they were just learning experiences on my way to awesomeness".
Schultz has definitely accomplished a lot. He built a very successful chain, handed off the control to someone else, and then made big steps to rebuild it in a tough ec ...more
Howard comes across as someone that loves Starbucks - the company he created. His passion for innovation and coffee and making it work are infectious, and learning a little about his leadership style was very interesting. I particularly enjoyed his descriptions of how Starbucks went astray as it ha ...more
A few moments re ...more
Then this is the book for you.
Howard Schultz does a great job in telling the story and how it is possible for such a large organization to have soul!
After reading this book, I now notice the following when I go into a Starbucks:
- How Starbucks tries to make their store the 3rd place in person life - 1st home, 2nd work, 3rd Starbucks.
- Smell of the Store... Howard Schultz (HS) is big believer in the smell of the stor ...more
I'm an orthodox Mormon, and don't drink coffee. Schultz' descriptions of the roasts and blends are so enticing that I have almost stopped in and broken my vows several times. Not because I'm going to become a regular coffee drinker--because I want to taste their different roasts, machines, and cappuccin ...more
Simply put: this is a good book if you love Starbucks, are interested in how Starbucks made such a drastic change or understand (or want to understand) the inner workings of a big business.
I drink at Starbucks (almost exclusively the Clover, which I find superior to their standard espresso), but I am none of those three things. That said, I can definitely see this being a 4-star read in a different readers hand.
Your Mileage May Vary.
Yes, he talks about the day-to-day operations of the company, the ups & downs. yes there is a big part about company history. But everything is always placed in such a positive light that you never get to see the real side of the story. And for me ...more
I enjoy going to Starbucks, so I was predisposed to enjoy the R&D and marketing stories of the various products (Pike Place Roast, VIA, Vivanno) that I'm familiar with. One thing this book proves is that Schultz knows and loves coffee! When he writes ...more
As I mentioned before, I am not a java drinker because of personal preferences, but ...more
It's a great look into the struggles of a man dedicated to not only deliver a product but also a service. It dwells on nearly all aspects of the biz - from the product to the barista to the s ...more
The review in depth:
I thought this book had a lot of potential at first. It had interesting conflicts, a new perspective, and centralised coffee. As I read on the conflicts were more repetitive.
"Oh no! We lost 1.4 billion dollars in profit. WAH!" is what I felt like I was reading a good amount of time. The author kind of just complained about the issue and then bragged about solving it.
The perspective was a s ...more
You could do without this one.
I learned very quickly in the opening chapters that Schultz has an ego.
A big one. The book's flaw is that it is so self-serving. But once you get past all that, the book is a good read - interesting and a ...more
Let me start with my complaints before I get into why I like this book. First, this book comes across as a barely disguised piece of propaganda and really seems ...more
In more than one case Schultz outlines hour by hour the decisions he had to make, or the meetings he had to lead, or the news he had to reveal. What is evident in t ...more
There's a gr ...more
My overall feel of this book:
I enjoyed reading this book. I bought it because I wanted to know more about Starbucks, about how to build a global brand, about how to expand and build a successful, meaningful and lasting business. Howard gives a pretty good picture of his experience after returning as CEO in 2007. This book paints a detailed story about the various difficulties that Starbucks experienced during the last financial crises, and Howard also provides details of ...more
4 December 2013 Onward: Book Review
The book I read was “Onward” by Howard Schultz, who is the Chief Executive Officer and once Chairman of Starbucks. He writes the non-fictional story based on the actual events of Starbucks history, from its beginnings of determination to its prosperity period of growth, and then analyzes the tough stretch during the recession of 2008. It then documents and along the way displays principles of priceless wisdom of h ...more
He graduated Northern Michigan University with a bachelor's degree in Communication.
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 Ho ...more
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This is the kind of passionate conviction that sparks romances, wins battles, and drives people to pursue dreams others wouldn’t dare. Belief in ourselves and in what is right catapults us over hurdles, and our lives unfold.
“Life is a sum of all your choices,” wrote Albert Camus. Large or small, our actions forge our futures and hopefully inspire others along the way.”