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Onward: How Starbucks Fought for Its Life Without Losing Its Soul Audio CD – Audiobook, CD, Unabridged


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Product Details

  • Audio CD
  • Publisher: HighBridge Company; Unabridged,Unabridged; 12.75 hours edition (March 29 2011)
  • Language: English
  • ISBN-10: 1611744911
  • ISBN-13: 978-1611744910
  • Product Dimensions: 15 x 13 x 2.5 cm
  • Shipping Weight: 295 g
  • Average Customer Review: 4.5 out of 5 stars  See all reviews (8 customer reviews)
  • Amazon Bestsellers Rank: #206,936 in Books (See Top 100 in Books)


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4 of 4 people found the following review helpful By Robert Morris HALL OF FAMETOP 10 REVIEWER on May 7 2011
Format: Hardcover
In January 2008, chairman Howard Schultz resumed his roles as President and CEO of Starbucks eight years after he relinquished them, replacing Jim Donald, who took the posts in 2005 but was asked to step down. Schultz's immediate objective was to restore what he called the "distinctive Starbucks experience" after years of rapid expansion that had compromised it. The bulk of this book's material covers the period since then, although Schultz (in collaboration with Joanne Gordon) does include valuable perspectives on the events that preceded his joining Starbucks as director of retail operations in 1982 and his subsequent purchase of the company from its three co-founders in 1987.

Others have their own reasons for praising this book, Here two of mine. First, Schultz is a skillful raconteur and the dramatic narrative that he provides is compelling as he introduces various characters, develops a lively plot filled with crises as well as triumphs, and meanwhile examines several themes that invest the narrative with structure and direction. For example, how to accelerate but manage growth so that the company (however large it may become) retains its entrepreneurial spirit? As Starbucks expanded into new locations, states, and even countries, how to preserve the ambiance of an Italian café (i.e. coffeehouse) while take full advantage of modern technologies? This book is a great read because Schultz has a multitude of fascinating stories to share.

My other reason is that the book anchors in real-world situations, involving real people, a number of business principles that are relevant to all organizations, whatever their size and nature may be.

For example:

1. Don't 'fall in love' with loyal, devoted workers who longer measure up.
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1 of 1 people found the following review helpful By Fred Ashbury on Feb. 24 2013
Format: Kindle Edition
Great insights into the ins and ours of Starbucks and its evolution. It would benefit the readers greatly, however, to see what contributions were made by more people on the ground. We can see Starbucks has a very deep bench, and the authors have shown the spirit and tenacity of the many people who have help Howard effect the transformation, but more general experiences too would help. Otherwise, anyone willing will learn many lessons from the ride Howard and his team of partners have taken. Thank you!
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1 of 1 people found the following review helpful By Joseph Popma on Dec 14 2012
Format: Hardcover Verified Purchase
I haven't recently read a book that has a better leadership story than this book. Howard Schultz to identifies issues and address them in unconventional ways. Excellent read!
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1 of 1 people found the following review helpful By gord on July 31 2011
Format: Hardcover
This book is a great reminder that without core beliefs a business can get off track. It also clearly makes the point that courage and hard work are required to steer the ship in the chosen direction. Howard Shultz has given those of us leading businesses a well documented and inspirational case study which can apply to any business and which can be used by any leader to support his own case.
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