Onward

A special New York Times bestseller ― Howard Schultz's story of the unprecedented highs and lows that face a public company CEO, and the inner grit that comes from leading a global workforce of dedicated professionals. It was early 2008 when Howard Schultz, the then-Chairman and CEO of Starbucks Coffee Company, returned to Starbuck's headquarters in Seattle. The once-strong brand had strayed from its core business principles, and Starbucks' market share was declining. If Schultz could not fix things fast, he felt it likely that he would lose his position as CEO. From that moment on, the decisions made by Schultz and his team would effectively determine the fate of Starbucks for years to come. And Onward is an illuminating record of those decisions, one many CEOs will appreciate for its insights into decision-making in times of uncertainty. Now updated with a new epilogue reflecting on lessons learned during Schultz's time as an active CEO, Onward offers shrewd advice on leadership and strategy while providing valuable insight into what it takes to preserve a brand's identity amid competitive pressures.