Our thoughts on this book
Onward is the story of Starbucks the brand as told by its founder. Aside from the coffee business you really get a sense of the ‘third place’ culture and community fostered at Starbucks. Tales from the humble origins in 1980s to the 2008 transformation agenda that saved the brand. Good reading for anyone looking to manage change in an organization responsibly.
It was interesting to gain a better sense of Starbucks’ moral conscience and Howard Shultz’s political aspirations.