“Onward: How Starbucks Fought for Its Life without Losing Its Soul” is a book written by Howard Schultz, the former CEO of Starbucks. The book provides an inside look at the challenges and struggles that the company faced during his tenure and how it was able to turn itself around and become one of the most successful companies in the world.
The book is divided into two main parts:
- “The Dark Ages” – This section covers the period from 2007 to 2008, when Starbucks was facing a number of challenges, including declining sales, increased competition, and a loss of its brand identity. Schultz describes how he felt compelled to come out of retirement and return to the company as CEO to try to turn things around.
- “The Renaissance” – This section covers the period from 2008 to the present, when Schultz and his team were able to turn the company around and re-establish Starbucks as a leader in the industry. The authors describe the steps that were taken to improve the company’s performance, including closing underperforming stores, cutting costs, and refocusing on the company’s core values and mission.
Throughout the book, Schultz provides personal anecdotes and insights into the challenges and struggles that the company faced, and how they were overcome. He also discusses the importance of leadership, innovation, and staying true to one’s values and mission in order to achieve success.
Overall, “Onward” is a valuable and insightful read for anyone interested in understanding the challenges and struggles that a business can face and how they can be overcome. The book provides an inside look at the strategies and practices that helped Starbucks become one of the most successful and respected companies in the world, and offers practical advice and insights on how other companies can achieve similar success.