Onward
How Starbucks Fought for Its Life without Losing Its Soul
A founder returns to rescue the company he built.
Howard Schultz tells how he returned as CEO of Starbucks in 2008 to lead a turnaround as the company faltered amid overexpansion and the financial crisis. He recounts closing stores, retraining baristas, and refocusing on the core coffee experience while restoring morale and profitability. The book is a candid account of fixing a company without abandoning its values.
Founders get an inside look at leading a turnaround under public and financial pressure. Schultz shows how to make painful cuts, recommit to core purpose, and rebuild trust with employees and customers at once.
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