Onward: How Starbucks Fought For Its Life Without Losing Its Soul (2011) - Plot & Excerpts
My low rating is heavily influenced by my disinterest in biographies and business news or history. The inside look into the evolution of the Starbucks brand was valuable as a consumer but the boastful tone Schultz used really wore on me as a reader. Another reader described his false humility- a description I second (and groan over). I will say that it was an excellent advertisement for Starbucks and I have grown a deeper respect for the brand but I don't expect to increase my patronage as a result. The latest book authored by Starbucks CEO Howard D. Schultz, released to the public on March 29, 2011. I just finished reading it today, November 25, 2014. Here’s my quick review:The book starts strong and ends strong. One of the beginning stories involves how Starbucks closed all their stores in February 2008 for Espresso Excellence training of their baristas. We learn that this was an early step in delivering a more consistent beverage to customers. Your drink should be perfect no matter which Starbucks you visit.This is an emotional book to read. It’s written with a very genuine tone of voice, and at times you hear Howard Schultz admit the mistakes Starbucks made as a corporation, admit the problems caused by hubris, and even admit areas where he could grow in his own personality. The book is a great read for many reasons, but this authenticity that runs through the book is amazing. It sounds like Howard Schultz is talking right to you. Here’s a small example of what I mean:“If not checked, success has a way of covering up small failures, and when many of us at Starbucks became swept up in the company’s success, it had unintended effects. We ignored, or maybe we just failed to notice, shortcomings.We were so intent upon building more stores fast to meet each quarter’s projected sales growth that, too often, we picked bad locations or didn’t adequately train newly hired baristas. Sometimes we transferred a good store manager to oversee a new store, but filled the old post by promoting a barista before he or she was properly trained. This was the kind of operational rigor that we let slip …” (Onward pg. 40)Here’s another example of the humanizing moments in the book. Howard Schultz is describing his tone of voice in a phone call with Chris Bruzzo (vp, brand, content & online) just a few months before the birth of MyStarbucksIdea.com:“My tendency to let enthusiasm morph into impatience was a trait widely known throughout the company – generally appreciated, but occasionally a cause of frustration.” (Onward pg. 125)For those who are curious, MyStarbucksIdea.com was originally dubbed “Project Green storm” during the internal development phases.Most of the book covers the years 2008 and 2009. These were years full of moments of emotions, angst, fear, pain, and success. The section of the book on the 2008 Leadership Conference is called “A Galvanizing Moment” and it’s extremely heartwarming to read. It’s amazing to think of the sheer volume of work done by partners in New Orleans to help restore that city, and just as importantly, the commitment Starbucks made to Leadership Conference during a time of financial uncertainty. Starbucks partners planted 6,500 plugs of coastal grasses, installed 10 picnic tables, and laid four dump truck loads of mulch. They painted 1,296 steps, 12 entrance ramps, hundreds of yards of railing, and more. They cleaned 22 city blocks of streets and storm drains. (Onward pg. 199).Chapter 28 is called “Conviction” and it chronicles the development of Via Ready Brew. In its development stages it was known at one time as “JAWS” (just add water, stir) and also “stardust.” The name of the product honors the original developer of the product, who brought the creativity and development of Via to Starbucks: Donald Valencia. At one time, before I tried Via, I too was a skeptic, but I have to admit that the incredible convenience of it appeals to me. I’ve given in, and now I join in with others as a Via fan.The book is a must read. It starts off early by even providing the reader with the genesis of the hallmark sign off phrase of Howard Schultz, “Onward.” We learn that he first used that phrase in a letter when he was operating his Il Giornale coffee house (this is now Starbucks store 101).Read Onward. Your heart might race a little, and you’ll see the human side of a big company.***********There were a couple of places in the book Howard Schultz seemed to suggest that he has restored the aroma of coffee in the stores with the introduction of Pike Place Roast. He credits the renewed grinding coffee in the stores as the answer to bringing back the aroma of coffee. I don’t really think that the aroma of coffee is prevalent in a typical Starbucks, at least the ones that I’ve been in. Thanks ***********I do hope that you’ll read the book, and if possible tell me what you think. ~ Ray Jackson
What do You think about Onward: How Starbucks Fought For Its Life Without Losing Its Soul (2011)?
I was surprised by how difficult it was to put this down. He's a good storyteller.
—thato
Interesting read. Though Howard Schultz can be quite self congratulatory.
—abby0925
Entertaining and informative read about SBUX. 3.5 stars.
—Shay1117
