Overview:

The main message of Onward is that staying true to core values and mission is essential for leading a business through challenges and achieving long-term success.
The book was published in 2011. 

Q&A: "Onward"

Q: I hear you’ve read Onward. What’s the book about?

A: It’s Howard Schultz’s account of how he returned as CEO of Starbucks during a crisis and led the company through a turnaround. The book is a mix of business insights and personal reflections, showing how a values-driven approach can reignite growth and inspire a brand.

Q: What was the core challenge Starbucks faced when Schultz returned?

A: Starbucks had become too focused on rapid expansion and profits, losing sight of the customer experience and its brand essence. Schultz describes how this shift diluted the company’s mission and left it vulnerable during the 2008 economic downturn.

Q: How did Schultz turn things around? What steps did he take?

A: Schultz refocused on quality, innovation, and connection. He made tough decisions, like temporarily closing stores for barista training and discontinuing products that didn’t align with Starbucks’ values. He also invested in the brand’s emotional connection with customers, emphasizing authenticity and community.

Q: Did Schultz ever doubt his approach?

A: Absolutely. Schultz writes candidly about the pressure to prioritize short-term profits over long-term values. But he remained steadfast, believing that staying true to Starbucks’ mission—creating a “third place” between home and work—was essential for sustainable growth.

Q: What lessons does Schultz offer for other leaders?

A: He emphasizes the importance of leading with purpose, making decisions that reflect your company’s values, and staying resilient in the face of doubt. Schultz also underscores the need for innovation and adaptability, even when staying grounded in your mission.

Q: How is this book relevant beyond business?

A: Onward isn’t just a business book—it’s a story about perseverance, leadership, and staying true to your principles in challenging times. Anyone facing personal or professional crossroads can find inspiration in Schultz’s journey.

Reflection Thought:

What values or principles guide your decisions during challenging times, and how can you stay true to them under pressure?

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Quote for you:
“Success is best when it’s shared.”
― Howard Schultz

Thanks for reading, hope you enjoyed this post!