04 Jul '11, 2am

[Review] Onward: How Starbucks Fought For Its Life Without Losing Its Soul

[Review] Onward: How Starbucks Fought For Its Life Without Losing Its Soul

On February 26, 2008, customers at 7,10o Starbucks stores in the US were asked to leave. The reason? So that the company could retrain all its baristas to make the perfect espresso – something CEO Howard Schultz admitted in his book, “Onward: How Starbucks Fought for Its Life without Losing Its Soul “, that the company had not paid enough attention to in its relentless, if misguided, pursuit for growth in the middle of last decade. But this was but one painful step amongst many that Schultz had to take his company through, and “Onward ” brings us through the eyes and mind of Schultz as he navigates the iconic coffee company through its difficult times and later revival. The book is a wonderful story about the origins of the company, its ensuing growth and its drive towards constant reinvention. “Onward ” – the word was used by Schultz to sign off in his first memo in 1986 ...

Full article: http://www.youngupstarts.com/2011/07/04/review-onward-how...

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