The Book

“When did we stop hearing our own music? Was it in the march to 40,000 stores? When did we forget that our business is about the customer and our love and passion for the coffee? They had to believe in our brand. In our purpose.”

“People want to do business with companies they respect and trust, especially in the current climate, when they are being more discerning and are scrutinizing their purchases.”

“Starbucks was developing a two-way digital dialogue that drove awareness of our activities, drove trust, and ultimately, drove sales.”

In 2008, Howard Schultz, the president and chairman of Starbucks, made the unprecedented decision to return as the CEO… 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.

The Author