ONWARDBY HOWARD SCHULTZ

60-SECOND BOOK BRIEFS

Onward tells the tale of how Howard Schultz came back to save Starbucks, and the lessons you can learn from his journey.

LESSON 1: Your core values matter more than profits.

The core values at Starbucks, which included respect and

dignity, passion and laughter, started to take a second

place to growth, expansion and profitability.

Lose what makes you great, and you’ll lose the profits, too.

LESSON 2: Success is a dual-edged sword

espresso

caramel

foam

sugar

$ $$

$$$

$$$$ $$$$ $$$ $$ $$$$ $

$$$$

The more successful you become, the less the little things seem to matter. The less the little things seem to matter, the easier it is to find yourself with a declining brand. Always pay attention to the little things.

LESSON 3: Change requires a detailed plan.

CONFIDENCEPASSION

On his return, Schultz created a Transformation Agenda that included a compelling strategic vision, 7 goals to achieve that vision, and specific tactics for achieving each of the goals.

Change happens

when you have a detailed plan for making it happen.

LESSON 4: The only number that matters is one.

According to Schultz,

the only number

that matters is

“one.” 

One cup. One customer. One partner. One experience at a time.

CREATE YOUR GREATEST WORK

GET THE 12-MINUTE VERSION BY CREATING A FREE ACCOUNT ATWWW.READITFOR.ME