Howard Schultz & Joanne Gordon 
Onward [PDF ebook] 
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. 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

Tabela de Conteúdo

Introduction.

Part One: Love.

1 A Beverage of Truth.

2 A Love Story.

3 Surfacing.

4 Nothing is Confidential.

5 Magic.

6 Loyalty.

7 Believe.

Part Two: Confidence.

8 A Reservoir of Trust.

9 A New Way to See.

10 Playing to Win.

11 Elevating the Core.

12 Get in the Mud.

13 A Reason to Exist.

14 Benevolence.

15 Beyond the Status Quo.

16 Bold Moves.

Part Three: Pain.

17 Whirlwind.

18 A Lethal Combination.

19 Reverence.

20 No Silver Bullets.

21 I Know this to be True.

Part Four: Hope.

22 Truth in Crisis.

23 A Galvanizing Moment.

24 Nimble.

25 Plan B.

26 Stay the Course.

Part Five: Courage.

27 Innovate.

28 Conviction.

29 Connecting Dots.

30 Balance.

31 Conscience.

32 Winning.

33 Ni Hao.

Tribute.

Acknowledgments.

Photo credits.

Index.

Sobre o autor

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.