On February 26, 2008, customers at 7,100 Starbucks stores in the US were asked to leave. For the next three hours every barista in every Starbucks was retrained in the art of making the perfect espresso. The act was unprecedented, but proof of just how dire things were becoming at a company that could once do no wrong.
For more than three decades, Starbucks had a storied history of being a great place to work, of ethically sourcing and roasting the highest-quality coffee beans, and of crafting beverages for millions of customers who went to Starbucks for coffee and for a sense of community. But by 2008, after years of focusing on rapid expansion, the traits that made Starbucks successful were in jeopardy. Sales started to slide at a distressing rate. The stock price was falling. The company's very survival was at risk.
To address the emerging problems, former chief executive officer Howard Schultz, who had stepped aside almost eight years earlier to become chairman after growing Starbucks from 11 stores to thousands, did something no one expected: He returned as CEO to oversee day-to-day operations. His goal was not just to stabilize the company, but to transform it by refocusing on core values and reigniting the innovation required to thrive in a dramatically shifting marketplace, all while fending off harsh critics and huge competitors.
Schultz came back with passion and a plan, and in the course of two years---even in the face of painful revelations about internal troubles and a worsening economy---Starbucks astonishingly returned to sustainable, profitable growth.
Onward is the remarkable story of that transformation. Schultz offers readers an extraordinarily intimate look at his daily decision-making process, from closed-door planning sessions in Seattle, to conversations with coffee farmers in Rwanda, to investor presentations in New York during the worst of the economic turmoil.
Onward is more than just a business book. P...
Howard Schultz is chairman, president, and chief executive officer of Starbucks Coffee Company. Howard moved to Seattle from his native New York and joined the company in 1982 as director of operations and marketing when Starbucks had only four stores. He has been recognized extensively for his passion, leadership, and efforts to strengthen communities, with honors including the Horatio Alger Award for those who have overcome adversity to achieve success; the Rev. Theodore M. Hesburgh Award for Business Ethics given by Notre Dame University's Mendoza College of Business; the Botwinick Prize in Business Ethics from Columbia Business School; and the first ever John Wooden Global Leadership Award from UCLA Anderson School of Management. He has also been included in Time magazine's "Time 100," a list of the most influential people in the world. Howard and his wife, Sheri, live in Seattle and have two children.
The Starbucks Foundation and the CUP Fund All of Howard Schultz's proceeds from the sale of this book will be donated to the Starbucks Foundation, founded in 1997 to support the company's commitment to community; and the CUP Fund, founded by partners (employees) to provide financial relief to partners facing emergency situations that have unexpectedly impacted their life.
Joanne Gordon is a former Forbes writer who has spent more than a decade profiling companies and business leaders for numerous publications. She has written five previous books.
Items must be returned in new or unused condition and contain all original materials included with the shipment. More details
FINAL SALE EXCLUSION: Items marked as FINAL SALE are not returnable unless the problem you experience is the result of our error.
* For your safety, some orders go through our loss prevention department. If we select your order for this process, we will immediately notify you that there may be up to a 3-day delay on your order.
** Most Oversize orders are delivered within 1-4 weeks. Some orders may take 6 weeks to be delivered.