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

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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.
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About the author

Howard Schultz is chairman and chief executive officer of Starbucks, where he has been recognized for his leadership, business ethics, and efforts to strengthen communities. He and his wife, Sheri, have pledged extensive support to help veterans make successful transitions to civilian life through the Schultz Family Foundation’s Onward Veterans initiative. Schultz is the bestselling author of Onward: How Starbucks Fought for Its Life Without Losing Its Soul and Pour Your Heart Into It.

Joanne Gordon was a writer at Forbes magazine from 1998 to 2003 and has written about management, career, and workplace issues for Boston Magazine, Working Mother, Seventeen, and the Chicago Tribune. Before becoming a professional writer, she spent six years in marketing and, in 1997, earned a graduate degree from the Medill School of Journalism at Northwestern University. She is the co-author of Roadtrip Nation with Mike Marriner and Nathan Gebhard, as well as the author of Be Happy At Work and Career Bliss. She lives in the Pacific Northwest.
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Additional Information

Publisher
Rodale Books
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Published on
Mar 27, 2012
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Pages
368
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ISBN
9781609613464
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Language
English
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Genres
Biography & Autobiography / Business
Business & Economics / Corporate & Business History
Business & Economics / Entrepreneurship
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Content Protection
This content is DRM protected.
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Eligible for Family Library

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The Challenge
Built to Last, the defining management study of the nineties, showed how great companies triumph over time and how long-term sustained performance can be engineered into the DNA of an enterprise from the verybeginning.

But what about the company that is not born with great DNA? How can good companies, mediocre companies, even bad companies achieve enduring greatness?

The Study
For years, this question preyed on the mind of Jim Collins. Are there companies that defy gravity and convert long-term mediocrity or worse into long-term superiority? And if so, what are the universal distinguishing characteristics that cause a company to go from good to great?

The Standards
Using tough benchmarks, Collins and his research team identified a set of elite companies that made the leap to great results and sustained those results for at least fifteen years. How great? After the leap, the good-to-great companies generated cumulative stock returns that beat the general stock market by an average of seven times in fifteen years, better than twice the results delivered by a composite index of the world's greatest companies, including Coca-Cola, Intel, General Electric, and Merck.

The Comparisons
The research team contrasted the good-to-great companies with a carefully selected set of comparison companies that failed to make the leap from good to great. What was different? Why did one set of companies become truly great performers while the other set remained only good?

Over five years, the team analyzed the histories of all twenty-eight companies in the study. After sifting through mountains of data and thousands of pages of interviews, Collins and his crew discovered the key determinants of greatness -- why some companies make the leap and others don't.

The Findings
The findings of the Good to Great study will surprise many readers and shed light on virtually every area of management strategy and practice. The findings include:

Level 5 Leaders: The research team was shocked to discover the type of leadership required to achieve greatness. The Hedgehog Concept (Simplicity within the Three Circles): To go from good to great requires transcending the curse of competence. A Culture of Discipline: When you combine a culture of discipline with an ethic of entrepreneurship, you get the magical alchemy of great results. Technology Accelerators: Good-to-great companies think differently about the role of technology. The Flywheel and the Doom Loop: Those who launch radical change programs and wrenching restructurings will almost certainly fail to make the leap.

“Some of the key concepts discerned in the study,” comments Jim Collins, "fly in the face of our modern business culture and will, quite frankly, upset some people.”

Perhaps, but who can afford to ignore these findings?

The definitive inside account of the "extraordinary" (Financial Times) 1MDB scandal, "a true life thriller" (Ben Mezrich) about a "modern Gatsby" who managed to swindle over $5 billion with the aid of Goldman Sachs and others--a "must read" (Booklist) "epic tale" (Publishers Weekly) that exposes the secret nexus of elite wealth, banking, Hollywood, and politics from two award-winning Wall Street Journal reporters.

In 2009, with the dust yet to settle on the financial crisis, a baby-faced, seemingly mild-mannered Wharton grad began setting in motion a fraud of unprecedented gall and magnitude--one that would come to symbolize the next great threat to the global financial system. His name is Jho Low, a man whose behavior was so preposterous he might seem made up.

An epic true-tale of hubris and greed, Billion Dollar Whale reveals how this young social climber pulled off one of the biggest heists in history--right under the nose of the global financial industry. Federal agents who helped unravel Bernie Madoff's Ponzi scheme say the 1MDB affair will become the textbook case of financial fraud in the modern age--and its fallout is already being credited for taking down the prime minister of Malaysia. With his yacht and private jet reportedly seized by authorities and facing money-laundering charges in Malaysia, an Interpol red notice, and an ongoing U.S. Department of Justice Investigation, Low has become an international fugitive.
For readers of Liar's Poker, Den of Thieves, and Bad Blood, Billion Dollar Whale will become a classic, harrowing parable about finance run amok.
A celebration of the extraordinary courage, dedication, and sacrifice of this generation of American veterans on the battlefield and their equally valuable contributions on the home front.

Because so few of us now serve in the military, our men and women in uniform have become strangers to us. We stand up at athletic events to honor them, but we hardly know their true measure. Here, Starbucks CEO and longtime veterans’ advocate Howard Schultz and National Book Award finalist Rajiv Chandrasekaran of The Washington Post offer an enlightening, inspiring corrective.

The authors honor acts of uncommon valor in Iraq and Afghanistan, including an Army sergeant who repeatedly runs through a storm of gunfire to save the lives of his wounded comrades; two Marines who sacrifice their lives to halt an oncoming truck bomb and protect thirty-three of their brothers in arms; a sixty-year-old doctor who joins the Navy to honor his fallen son.

We also see how veterans make vital contributions once they return home, drawing on their leadership skills and commitment to service: former soldiers who aid residents in rebuilding after natural disasters; a former infantry officer who trades in a Pentagon job to teach in an inner-city neighborhood; a retired general leading efforts to improve treatments for brain-injured troops; the spouse of a severely injured soldier assisting families in similar positions.

These powerful, unforgettable stories demonstrate just how indebted we are to those who protect us and what they have to offer our nation when their military service is done.
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