Ebook Download Onward: How Starbucks Fought for Its Life Without Losing Its Soul

Ebook Download Onward: How Starbucks Fought for Its Life Without Losing Its Soul

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

Ebook Download Onward: How Starbucks Fought for Its Life Without Losing Its Soul

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Audible Audiobook

Listening Length: 12 hours and 39 minutes

Program Type: Audiobook

Version: Unabridged

Publisher: HighBridge, a division of Recorded Books

Audible.com Release Date: March 29, 2011

Whispersync for Voice: Ready

Language: English, English

ASIN: B004U8IH6M

Amazon Best Sellers Rank:

It was eight years after the founder of Starbucks Howard Schultz had resigned from the position of CEO when the company that he had sown the wind was at stake amid the cataclysmic financial crisis in 2008. The perilous state of Starbucks called for its creator’s return to take the helm of a distressed ship on the verge of sinking into the abyss of obscurity with all its hopeful expectations, respectful achievements, not to speak of all of its shipmates from the management down to the store employees. Shultz could not let all of it happen. He accepted the calling in the capacity of CEO to save the ship and continued sailing onwards, which forms the basis of this book.What might be considered as an autobiography of a business tycoon at first blush of the title of the book will lead the reader to an interesting peek-a-boo of a successful enterprise that is armed to the teeth with its unique philosophy of practicality and idealism rooted in operational rigor and accountability striving for a healthy balance of profit and social conscience to provide customers with prime quality coffee proprietary to the brand. Schultz’s ambition to perfect the art of making fine espresso as the company's distinguishing attitudinal value attitudinal value of coffee-making from the competitors is akin to that of craftsmanship of a seasoned artisan of a medieval guild. For example, in the afternoon of one Tuesday in February 2008, Schultz closed all of the US stores to improve the making of espresso because pouring espresso was something of an art, and therefore required a barista to attend to the quality of the beverage even though it meant the huge loss of profits for closing the stores just for one day. To Schultz, taking the ordinary to elevate it to an art also relates to a business principle of putting the sincerest endeavors to the foundation and innovation of the company; it is a right way to win as he believes, “Coffee can’t lie,” which is also reminiscent of what Theodore Roosevelt commented on his favorite coffee as being “good to the last drop.”In addition, Schultz offers many more interesting tidbits of the company without disclosing its trade secrets in an informative way: That Starbucks is company-owned and not franchised is something new to learn. Unlike William Rosenberg, the founder of Dunkin’ Donuts, who was a fervent believer of a franchise, Schultz adamantly opposes the idea of franchising Starbucks because ceding ownership of stores to individuals will most likely to mar the enterprising spirit of the company and loosen the cohesiveness of esprit de corps, let alone the principles of providing a customer with the best quality beverage in a social yet personal environment between one’s house and job. Besides, the company’s provision of full health care benefits to all employees, ranging from the corporate heads to part-time attendants in stores points to the veracity of Shultz’s fostering of social conscience in the course of making profits, withal.Onward is a testament to the steadfast adherence to cardinal principles of playing a good clean competition in a business world without becoming a tainted soul. That is, achieving success in promoting its profit growth and idealism is all over the shouting of the winning of the entrepreneur gambit. It might make the reader wonder if Schultz has heard the adage of Ralph Waldo Emerson during his lecture to the audience in the height of the Lyceum Movement: “Knowledge, plus moral character, promotes business success.” All in all, Schultz’s touchy-feely narrative surprisingly devoid of self-aggrandizement or ostentatious display of his lifetime achievement, relates a tale of a man whose ambitious but admirable philosophy of entrepreneurship rigorously kept against the insurmountable odds with the heart of a man responsible for his legion of employees and their families appertains to the reader in one way or another. Upon reading the book, the reader will feel a bit privy to his/her regular Starbucks on a next visit in a nice sort of way.

Onward: How Starbucks Fought for Its Life without Losing Its SoulAn easy to read book that details how Howard came back to Starbucks and reclaimed its legacy. I am fascinated by some of the thought processes that go into how Starbucks 'should' work when at optimal function.For example, NOT blaming employees who do not have the tools or training to function at their highest potential. Hard work in a circle is not going to help the customers have a better experience, but when you have high turnover rates and an untrained retail staff, it is precisely what happens. Instead of blaming the employees, Howard's solution is to provide them with the training and tools needed to make them better at their jobs.The idea of being a responsible corporate entity and ensuring that the public is aware of it not only so that the company gets credit for its good deeds, but to raise interest in those good deeds.In many ways, Howard reminds me of Jiro from the movie, Jiro Dreams of Sushi. You can tell that Howard has a passion for his company and coffee and it is ways of preparing it and how best to do that.Onward is a fascinating look at one company and how it suffered from rapid growth that took it out of its intended purpose back to that goal.

Even though it came out several years ago, Onward is still a worthwhile read. Onward is the story of Starbucks and is written by its CEO, Howard Schultz. Schultz was a CEO with a strong sense of corporate responsibility. Like any other corporate CEO, Schultz was interested in market share, profit margin, stock price and so on. However, he was also concerned about fair price coffee, health care for his employees, and most of all “The Starbucks experience.” Except for a few too many recollections of corporate memos, Schutlz tells the story, the story of being a decent person running an ethcial company, quite well.At the time of this review, Schultz was considering running for President. If America was destined to have a CEO as President, Schultz should have run in the last election. If he runs now, many democrats will boycott Starbucks --- and that would not be good for the bottom line.

My mini-synopsis: It spoke about the time when Howard Schultz took back over as ceo (Starbucks refuses to use capital letters to denote C-suite). It was the first time in its history that Starbucks was struggling in many of its key performance indicators. It chronicled the many decisions the company had to make to survive the financial recession of 2008 and ultimately, how they returned as the largest (and my person favorite) coffee company in the world by reinvesting in what originally made it so great.What I learned: The most interesting take away in the book was how many great decisions were made throughout the first year he returned but didn’t immediately show any lift for the company due to the recession. When they announced their loyalty program, which is probably one of the most successful of any company in the world, the stock price still dropped! Sometimes, the right decisions take time to work. Additionally, time after time, they proved that investing in the community and the causes that they believed in were just as valuable as any investment in equipment or product. Being socially conscious is great marketing and gives “Partners” (employees) passion for the brand.

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Onward: How Starbucks Fought for Its Life Without Losing Its Soul PDF

Onward: How Starbucks Fought for Its Life Without Losing Its Soul PDF

Onward: How Starbucks Fought for Its Life Without Losing Its Soul PDF

Onward: How Starbucks Fought for Its Life Without Losing Its Soul PDF