Onward by Howard Schultz & Joanne Gordon


By Howard Schultz & Joanne Gordon

  • Release Date: 2011-03-29
  • Genre: Business & Personal Finance
Score: 4.5
From 75 Ratings
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In this #1 New York Times bestseller, the CEO of Starbucks recounts the story and leadership lessons behind the global coffee company's comeback and continued success.

In 2008, Howard Schultz decided to return as the CEO of Starbucks to help restore its financial health and bring the company back to its core values. In Onward, he shares this remarkable story, revealing how, during one of the most tumultuous economic periods in American history, Starbucks again achieved profitability and sustainability without sacrificing humanity.

Offering you a snapshot of the recession that left no company unscathed, the book shows in riveting detail how one company struggled and recreated itself in the midst of it all. In addition, you’ll get an inside look into Schultz's central leadership philosophy: It's not about winning, it’s about the right way to win.

Onward is a compelling, candid narrative documenting the maturing of a brand as well as a businessman. Ultimately, Schultz gives you a sense of hope that, no matter how tough times get, the future can be more successful than the past.


  • Very Candid

    By George O'Neill
    I recommend this book at anyone wanting to start or improve their business. A very candid overview of what Starbucks did to regain and grow past its former glory. Great points about staying true to your vision and mission. I have already ran out and bought some VIA instant coffee and love it! Well worth reading. Enjoy!
  • Great felt like you were there

    By gabe17
    Great, felt like you were there. Surprisingly detailed and honest. A little preachy, but I believe that's honest passion coming from Howard.