Onward
How Starbucks Fought for Its Life Without Losing Its Soul
(Sprache: Englisch)
In this #1 New York Times bestseller, the CEO of Starbucks recounts the story and leadership lessons behind the global coffee company's comeback and continued success.
In 2008, Howard Schultz decided to return as the CEO of Starbucks to help...
In 2008, Howard Schultz decided to return as the CEO of Starbucks to help...
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In this #1 New York Times bestseller, the CEO of Starbucks recounts the story and leadership lessons behind the global coffee company's comeback and continued success.In 2008, Howard Schultz decided to return as the CEO of Starbucks to help restore its financial health and bring the company back to its core values. In Onward, he shares this remarkable story, revealing how, during one of the most tumultuous economic periods in American history, Starbucks again achieved profitability and sustainability without sacrificing humanity.
Offering you a snapshot of the recession that left no company unscathed, the book shows in riveting detail how one company struggled and recreated itself in the midst of it all. In addition, you ll get an inside look into Schultz's central leadership philosophy: It's not about winning, it s about the right way to win.
Onward is a compelling, candid narrative documenting the maturing of a brand as well as a businessman. Ultimately, Schultz gives you a sense of hope that, no matter how tough times get, the future can be more successful than the past.
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Part 1: LoveChapter 1
A Beverage of Truth
One Tuesday afternoon in February 2008, Starbucks closed all of its US stores.
A note posted on 7,100 locked doors explained the reason:
"We're taking time to perfect our espresso.
Great espresso requires practice.
That's why we're dedicating ourselves to honing our craft."
Only weeks earlier, I'd sat in my Seattle office holding back-to-back meetings about how to quickly fix myriad problems that were beginning to surface inside the company. One team had to figure out how we could, in short order, retrain 135,000 baristas to pour the perfect shot of espresso.
Pouring espresso is an art, one that requires the barista to care about the quality of the beverage. If the barista only goes through the motions, if he or she does not care and produces an inferior espresso that is too weak or too bitter, then Starbucks has lost the essence of what we set out to do 40 years ago: inspire the human spirit. I realize this is a lofty mission for a cup of coffee, but this is what merchants do. We take the ordinary--a shoe, a knife--and give it new life, believing that what we create has the potential to touch others' lives because it touched ours.
Starbucks has always been about so much more than coffee. But without great coffee, we have no reason to exist.
"We looked at all the options," the team seated around me said. "The only way to retrain everyone by March is to close our stores, all at once."
I sat back in my chair. It would be a powerful statement, but no retailer had ever done such a thing. "That's a big idea," I replied, considering the risks. Starbucks would lose several million dollars in sales and labor costs. That would be unavoidable. Competitors would capitalize on our absence and try to lure away our customers. Critics would gloat, cynics would smirk, and the always-unpredictable media scrutiny could be humiliating. On Wall Street, our stock could sink even lower. Most dangerous of all,
... mehr
such a massive retraining event would be perceived as our own admission that Starbucks was no longer good enough. But if I was honest with myself, I knew that that was the truth.
I pursed my lips and looked at the team. "Let's do it."
There is a word that comes to my mind when I think about our company and our people. That word is "love." I love Starbucks because everything we've tried to do is steeped in humanity.
Respect and dignity.
Passion and laughter.
Compassion, community, and responsibility.
Authenticity.
These are Starbucks' touchstones, the source of our pride.
Valuing personal connections at a time when so many people sit alone in front of screens; aspiring to build human relationships in an age when so many issues polarize so many; and acting ethically, even if it costs more, when corners are routinely cut--these are honorable pursuits, at the core of what we set out to be.
For more than three decades, coffee has captured my imagination because it is a beverage about individuals as well as community. A Rwandan farmer. Eighty roast masters at six Starbucks plants on two continents. Thousands of baristas in 54 countries. Like a symphony, coffee's power rests in the hands of a few individuals who orchestrate its appeal. So much can go wrong during the journey from soil to cup that when everything goes right, it is nothing short of brilliant! After all, coffee doesn't lie. It can't. Every sip is proof of the artistry--technical as well as human--that went into its creation.
In the beginning of 2008 I deeply wanted people to fall back in love with Starbucks, which is why, even when bombarded by warnings against it, I decided to close all of our stores across America. I did not feel fear as much as a sense of the unknown, like I was flipping over a playing card. All I had was my belief that, even more than perfecting our coffee, we had to resto
I pursed my lips and looked at the team. "Let's do it."
There is a word that comes to my mind when I think about our company and our people. That word is "love." I love Starbucks because everything we've tried to do is steeped in humanity.
Respect and dignity.
Passion and laughter.
Compassion, community, and responsibility.
Authenticity.
These are Starbucks' touchstones, the source of our pride.
Valuing personal connections at a time when so many people sit alone in front of screens; aspiring to build human relationships in an age when so many issues polarize so many; and acting ethically, even if it costs more, when corners are routinely cut--these are honorable pursuits, at the core of what we set out to be.
For more than three decades, coffee has captured my imagination because it is a beverage about individuals as well as community. A Rwandan farmer. Eighty roast masters at six Starbucks plants on two continents. Thousands of baristas in 54 countries. Like a symphony, coffee's power rests in the hands of a few individuals who orchestrate its appeal. So much can go wrong during the journey from soil to cup that when everything goes right, it is nothing short of brilliant! After all, coffee doesn't lie. It can't. Every sip is proof of the artistry--technical as well as human--that went into its creation.
In the beginning of 2008 I deeply wanted people to fall back in love with Starbucks, which is why, even when bombarded by warnings against it, I decided to close all of our stores across America. I did not feel fear as much as a sense of the unknown, like I was flipping over a playing card. All I had was my belief that, even more than perfecting our coffee, we had to resto
... weniger
Autoren-Porträt von Howard Schultz, Joanne Gordon
Howard Schultz is the chairman, president, and CEO of Starbucks and the author of the New York Times bestseller Pour Your Heart Into It.Joanne Gordon is a former Forbes writer and contributing editor who has spent more than a decade profiling companies and business leaders for numerous publications and five previous books.
Bibliographische Angaben
- Autoren: Howard Schultz , Joanne Gordon
- 2012, 368 Seiten, mit farbigen Abbildungen, Masse: 21,184 cm, Kartoniert (TB), Englisch
- Verlag: Rodale
- ISBN-10: 1609613821
- ISBN-13: 9781609613822
- Erscheinungsdatum: 28.03.2012
Sprache:
Englisch
Pressezitat
Personal, suspenseful, and surprisingly open . . . [Schultz s] sequel to the founding of Starbucks is grittier, more gripping, and dramatic, and his voice is winning and authentic. this is a must-read for anyone interested in leadership, management, or the quest to connect a brand with the consumer. Publishers Weekly, starred reviewThrough the lens of his personal leadership journey, with all of its dizzying ups and agonizing downs, Howard Schultz has written, with aching honesty and passion, the single most important book on leadership and change for our time and for every generation of leaders. Warren Bennis, Distinguished Professor of Business, University of Southern California, and author of Still Surprised: A Memoir of a Life in Leadership
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