ONWARD How Starbucks Fought for Its Life Without Losing Its Soul

After eight years in a backseat role, Howard Schultz returned as CEO of Starbucks in 2008. To reverse the company’s unprecedented decline, Schultz resolved to reinvigorate Starbucks with the heart of the coffee retailer he had developed more than 20 years earlier. ONWARD is Schultz’s recollection of the tough decisions and stalwart vision that marked the turnaround. Stephen Bowlby’s blunt, hard-driving narration is well matched to Schultz’s direct account. Bowlby portrays Schultz’s passion for the soul of Starbucks: unwavering commitment to the customer’s coffee experience. He excels at voicing Schultz’s confidence and occasional insensitivity to subordinates. This work should be inspirational for managers who seek to anchor daily decisions with guiding principles. N.M.C. © AudioFile 2011, Portland, Maine [Published: JUNE 2011]