In 2008, Howard Schultz, the president and chairman of Starbucks,made 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 detail,how 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 day-a 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 Business,University 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 leadership,management, or the quest to connect a brand with the consumer.' Publishers Weekly 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.
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