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

Howard Schultz was the first person to turn the aroma of a well-roasted coffee bean into a billion dollar retail operation. In 2000 he stepped down as CEO of Starbucks and became Chairman. Starbucks continued to prosper and financial results climbed quarter by quarter. Until the quarter they didn't. By 2007, Starbucks had begun to fail itself. Decision by decision, store by store, customer by customer, Starbucks was losing some of the signature traits it was founded on. In 2008 Howard Schultz returned as CEO. 'Onward' is the story of what happened next...