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Onward: How Starbucks Fought for Its Life without Losing Its Soul

March 31, 2011 @ 12:00 am

Hosted By: The Greater Washington Board of Trade
Date: Thursday, March 31, 2011
Time: 8:00 am-10:00 am
Location: Capital Hilton
1001 16th Street NW
Washington, DC 20036


If you missed this exciting event, here is a rare opportunity for you…..

On Sunday night at 7:00 pm, C-SPAN Book TV will air the Board of Trade program with Starbucks’ Chairman, President & CEO, Howard Schultz, in its entirety. During the conversation-style interview, Schultz shares insights from his new book, Onward: How Starbucks Fought For Its Life Without Losing Its Soul. He also addresses management changes, customer feedback, Wall Street’s influence, the value of Starbucks employees and why the logo change is a precursor to an expanded market presence. Tune in to C-SPAN Book TV Sunday, April 24th at 7pm (ET) night to hear Howard Schultz discuss the challenge of successfully refocusing the company.
Click here for details!


Read the The New York Times article, “A Changed Starbucks. A Changed C.E.O.”.

About the Author – Howard Schultz is the chairman, president, and ceo of Starbucks and the author of the New York Times bestseller Pour Your Heart Into It.

About the Book – In 2008, Howard Schultz, the president and chairman of Starbucks, made the unprecedented decision to return as the CEO eight years after he stepped down from daily oversight of the company and became chairman. Concerned that Starbucks had lost its way, Schultz was determined to help it return to its core values and restore not only its financial health, but also its soul. In Onward, he shares the remarkable story of his return and the company’s ongoing transformation under his leadership, revealing how, during one of the most tumultuous economic times in history, Starbucks again achieved profitability and sustainability without sacrificing humanity.

Offering readers a snapshot of a moment in history that left no company unscathed, the book zooms in to show, in riveting detail, how one company struggled and recreated itself in the midst of it all. The fastpaced narrative is driven by day-to-day tension as conflicts arise and lets readers into Schultz’s psyche as he comes to terms with his limitations and evolving leadership style. Onward is a compelling, candid narrative documenting the maturing of a brand as well as a businessman.

Onward represents Schultz’s central leadership philosophy: It’s not just about winning, but the right way to win. Ultimately, he gives readers what he strives to deliver every day—a sense of hope that, no matter how tough times get, the future can be just as or more successful than the past, whatever one defines success to be.

Buy this Book at Politics & Prose


March 31, 2011
12:00 am
Event Category:


DC United States


Howard Schultz