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Onward: How Starbucks Fought for Its Life without Losing Its Soul

by Howard Schultz


Format: eBraille (download)

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Available in BRF only. Note: This book is in EBAE (older) braille code, not in UEB.

"The single most important book on leadership and change for our time and for every generation of leaders. This book is not just required reading, it's mandatory."
- Warren Bennis, Professor of Business, University of Southern California and author of Still Surprised: A Memoir of a Life in Leadership

Howard Schultz is the founder and CEO of Starbucks, a company that began as a small Seattle distributor of coffee beans and ground coffee that he transformed into what it is today, inspired by the espresso shops he visited in Italy. In 2000, Schultz stepped down from daily oversight of the company, only to return eight years later in the midst of the recession and a period of decline unprecedented in the company's history.

In this personal, suspenseful, and surprisingly open account, Schultz details the struggle to maintain the identity of Starbucks while attempting to branch out into areas such as music sales and hot food, facing competition and the oversaturation that caused the company the painful closing of about 600 stores in 2008. This is one of those turnaround stories that illustrates that a company can overcome its growth pains by returning to its core principles.

"Howard Schultz's refreshingly candid, compelling narrative demonstrates what it takes to lead in these extraordinary times. Onward is a rare first-hand account at how one of the world's most iconic brands overcame the challenges that confront us all."
- Indra Nooyi, Chairman and CEO of PepsiCo