Onward (PDF)

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