Onward by Howard Schultz & Joanne Gordon


By Howard Schultz & Joanne Gordon

  • Release Date: 2012-03-27
  • Genre: Business & Personal Finance
Score: 4
From 282 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.


  • By Adventures with Brianne

    By brianne0741
    I really enjoyed reading this book. It was interesting to read about one of the founder's of Starbucks and how he came about making the decisions he made as CEO and founder to keep the core values Starbucks has as well as making it keep up with the times. It is a book I would not mind reading again to gain even further knowledge on what it takes to run a successful business. Great read and would recommend to anyone who is itching for a good biography.
  • Onward

    By Sportsman550
    Thank you Howard Schultz, for what you have done for Humanity. Your love for your company touched my soul. You are a true leader. Terry Lynn
  • Loved it

    By Keytar Jacks
    Pirated it, loved it, bought it
  • Pour Your Heart Into It

    By GM Butler
    Incredibly great book. Much like Starbucks, it's about 'way more' than just the business of selling a great product. Thank you Mr Schultz for sharing.
  • Onward

    By Dear007
    A great read, very thought provoking, timely, and speaks to the inherent good that a company can achieve in the world while still being true to its core values, treating partners with respect, and maintaining shareholder value.
  • Great Book!

    By Sgmobiledj
    This is truly a great book. Every word of every chapter really captures Howard's passion for his business. I think every business owner and/or entrepreneur needs to read this book! I loved it!
  • Great book!

    By Fghfvbhggbh
    Every CEO should write a book like this
  • Great book!

    By Iowa All Stars
    Loved it, very informative and motivational!
  • Well written

    By 1076
    I like this book because Howard is able to clearly articulate his vision and passion for the business he founded. Even though it's full of self praise, he doesn't waste an opportunity to praise his staff. Ultimately, tne succes of sbux is driven by a strong sense of purpose, rather than profit maximization. That is an important take-away for every ceo who wants to excel long term.
  • Very inspiring

    By amccormack
    I couldn't put this book down from the moment I started. It's a great book on leadership and sheds light on how it is possible to run a profitable business that is also humane and cares about the environment and it's workers. It's changed my perspective on how to run a business and how I look at Starbucks.