Onward: How Starbucks Fought For Its Life without Losing Its Soul By Howard Schultz

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Rating: 8.7 (8135 reviews)
Author: Howard Schultz

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Audio Book Onward: How Starbucks Fought For Its Life without Losing Its Soul with FREE PDF EDITION Download Now!

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. In Onward, he shares the remarkable story of his return and 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. Offering readers a snapshot of a moment in history that left no company unscathed, the book zooms in to show, in riveting detail, how one company struggled and recreated itself in the midst of it all. The fast paced narrative is driven by day-to-day tension as conflicts arise and lets readers into Schultz's psyche as he comes to terms with his limitations and evolving leadership style. Onward is 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. Ultimately, he gives readers what he strives to deliver every day- a sense of hope that, no matter how tough times get, the future can be just as or more successful than the past, whatever one defines success to be. "Through the lens of his personal leadership journey, with all of its dizzying ups and agonizing downs, Howard Schultz has written, with aching honesty and passion, the single most important book on leadership and change for our time and for every generation of leaders. This book is not just recommended reading, it's required." Warren Bennis, Distinguished Professor of Business, University of Southern California, and author of the recently published Still Surprised: A Memoir of a Life in Leadership "[This] sequel to the founding of Starbucks is grittier, more gripping, and dramatic, and [Schultz's] voice is winning and authentic. This is a must-read for anyone interested in leadership, management, or the quest to connect a brand with the consumer." Publishers Weekly

At this time of writing, The Audiobook Onward: How Starbucks Fought For Its Life without Losing Its Soul has garnered 10 customer reviews with rating of 5 out of 5 stars. Not a bad score at all as if you round it off, it’s actually a perfect TEN already. From the looks of that rating, we can say the Audiobook is Good TO READ!

Audio Book Onward: How Starbucks Fought For Its Life without Losing Its Soul with FREE PDF EDITION!

It was eight years after the founder of Starbucks Howard Schultz had resigned from the position of CEO when the company that he had sown the wind was at stake amid the cataclysmic financial crisis in 2008. The perilous state of Starbucks called for its creator’s return to take the helm of a distressed ship on the verge of sinking into the abyss of obscurity with all its hopeful expectations, respectful achievements, not to speak of all of its shipmates from the management down to the store employees. Shultz could not let all of it happen. He accepted the calling in the capacity of CEO to save the ship and continued sailing onwards, which forms the basis of this book.What might be considered as an autobiography of a business tycoon at first blush of the title of the book will lead the reader to an interesting peek-a-boo of a successful enterprise that is armed to the teeth with its unique philosophy of practicality and idealism rooted in operational rigor and accountability striving for a healthy balance of profit and social conscience to provide customers with prime quality coffee proprietary to the brand. Schultz’s ambition to perfect the art of making fine espresso as the company's distinguishing attitudinal value attitudinal value of coffee-making from the competitors is akin to that of craftsmanship of a seasoned artisan of a medieval guild. For example, in the afternoon of one Tuesday in February 2008, Schultz closed all of the US stores to improve the making of espresso because pouring espresso was something of an art, and therefore required a barista to attend to the quality of the beverage even though it meant the huge loss of profits for closing the stores just for one day. To Schultz, taking the ordinary to elevate it to an art also relates to a business principle of putting the sincerest endeavors to the foundation and innovation of the company; it is a right way to win as he believes, “Coffee can’t lie,” which is also reminiscent of what Theodore Roosevelt commented on his favorite coffee as being “good to the last drop.”In addition, Schultz offers many more interesting tidbits of the company without disclosing its trade secrets in an informative way: That Starbucks is company-owned and not franchised is something new to learn. Unlike William Rosenberg, the founder of Dunkin’ Donuts, who was a fervent believer of a franchise, Schultz adamantly opposes the idea of franchising Starbucks because ceding ownership of stores to individuals will most likely to mar the enterprising spirit of the company and loosen the cohesiveness of esprit de corps, let alone the principles of providing a customer with the best quality beverage in a social yet personal environment between one’s house and job. Besides, the company’s provision of full health care benefits to all employees, ranging from the corporate heads to part-time attendants in stores points to the veracity of Shultz’s fostering of social conscience in the course of making profits, withal.Onward is a testament to the steadfast adherence to cardinal principles of playing a good clean competition in a business world without becoming a tainted soul. That is, achieving success in promoting its profit growth and idealism is all over the shouting of the winning of the entrepreneur gambit. It might make the reader wonder if Schultz has heard the adage of Ralph Waldo Emerson during his lecture to the audience in the height of the Lyceum Movement: “Knowledge, plus moral character, promotes business success.” All in all, Schultz’s touchy-feely narrative surprisingly devoid of self-aggrandizement or ostentatious display of his lifetime achievement, relates a tale of a man whose ambitious but admirable philosophy of entrepreneurship rigorously kept against the insurmountable odds with the heart of a man responsible for his legion of employees and their families appertains to the reader in one way or another. Upon reading the book, the reader will feel a bit privy to his/her regular Starbucks on a next visit in a nice sort of way.

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Audio Book Onward: How Starbucks Fought For Its Life without Losing Its Soul with FREE PDF EDITION!

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Audio Book Onward: How Starbucks Fought For Its Life without Losing Its Soul with FREE PDF EDITION Download Now!

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Audio Book Onward: How Starbucks Fought For Its Life without Losing Its Soul with FREE PDF EDITION!

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