Starbucks started out as a small soulful coffee seller in Seattle. Over time, it became a victim of its own wild success, essentially losing the personal touch. CEO Howard Schultz decided enough was enough, so he is trying to give the company its soul back. This is the story of how he has been doing it.
In the latest best-selling CEO memoir, Onward: How Starbucks Fought for Its Life Without Losing Its Soul, from Starbucks CEO Howard Schultz, along with writer Joanne Gordon, a picture of the “real” Starbucks emerges.
Among certain people, the very word “Starbucks” would conjure up images of soul-less outlets that were putting the soulful mom-and-pop shops out of business. But this book addresses the things that the CEO is trying to change to give his company its soul back.
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