Onward

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. "e;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."e; 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 "e;[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."e; Publishers Weekly

In 2008, Howard Schultz, the president and chairman of Starbucksmade the unprecedented decision to return as the CEO eight yearsafter he stepped down from daily oversight of the company andbecame chairman. Concerned that Starbucks had lost its way, Schultzwas determined to help it return to its core values and restore notonly its financial health, but also its soul. In Onward, heshares the remarkable story of his return and the company's ongoingtransformation under his leadership, revealing how, during one ofthe most tumultuous economic times in history, Starbucks againachieved profitability and sustainability without sacrificinghumanity.Offering readers a snapshot of a moment in history that left nocompany unscathed, the book zooms in to show, in riveting detailhow one company struggled and recreated itself in the midst of itall. The fast paced narrative is driven by day-to-day tension asconflicts arise and lets readers into Schultz's psyche as he comesto terms with his limitations and evolving leadership style. Onwardis a compelling, candid narrative documenting the maturing of abrand as well as a businessman.Onward represents Schultz's central leadershipphilosophy: It's not just about winning, but the right way to win.Ultimately, he gives readers what he strives to deliver every daya sense of hope that, no matter how tough times get, the future canbe just as or more successful than the past, whatever one definessuccess to be."Through the lens of his personal leadership journey, with allof its dizzying ups and agonizing downs, Howard Schultz haswritten, with aching honesty and passion, the single most importantbook on leadership and change for our time and for every generationof leaders. This book is not just recommended reading, it'srequired."Warren Bennis, Distinguished Professor of BusinessUniversity of Southern California, and author of the recentlypublished Still Surprised: A Memoir of a Life in Leadership"[This] sequel to the founding of Starbucks is grittier, moregripping, and dramatic, and [Schultz's] voice is winning andauthentic. This is a must-read for anyone interested in leadershipmanagement, or the quest to connect a brand with the consumer."Publishers Weekly

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.