Onward : how Starbucks fought for its life without losing its soul

In 2008, Howard Schultz made the bold decision to return as CEO of Starbucks, eight years after stepping down. Concerned about the company's direction, he aimed to restore its core values, financial health, and soul. In his narrative, he recounts his journey and the company's transformation during a challenging economic period, highlighting how Starbucks regained profitability and sustainability while maintaining its humanity. The story offers a detailed look at the struggles and reinvention of a major brand amidst turmoil. Schultz shares his internal conflicts and evolving leadership style, emphasizing that success is not just about winning but about winning the right way. He inspires readers with a message of hope, suggesting that even in tough times, the future can be as bright as or brighter than the past. The book is praised for its honest portrayal of leadership and change, making it essential reading for current and future leaders. Critics note its gripping narrative and Schultz's authentic voice, making it a must-read for those interested in leadership, management, and brand connection.