Starbucks CEO Shares Company Success in New Book "Onward"

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Starbucks CEO Shares Company Success in New Book "Onward"


In January, CSNews Online reported plans by Starbucks to enter the mobile payment arena via its mobile app, and two months later, reported on its success, having processed more than 3 million transactions from the app. The company also debuted a new wordless logo on its cups, with plans to expand its brand beyond coffee.

Now, Starbucks CEO Howard Schultz, who returned to the role in 2008 -- eight years after stepping down from the day-to-day responsibilities and taking the role as Chairman -- is revealing his winning philosophy in a new book "Onward: How Starbucks Fought for Its Life without Losing Its Soul."

Released yesterday, the book was #1 on the Barnes and Noble Top 100, and today is in the #2 spot on both Barnes and Noble and Top 100 lists. And this isn't Shultz's first success as an author. His book "Pour Your Heart Into It," was also a New York Times bestseller.

Publisher's Weekly called "Onward," a "must-read for anyone interested in leadership, management, or the quest to connect a brand with the consumer," and Fortune magazine said: "for anyone looking for insights on how to turn around a troubled giant brought low by overconfidence in its own success, 'Onward' is essential reading."

In the book, Shultz reveals how his leadership turned the company around, despite the economic conditions facing every business, to achieve profitability and sustainability. It details how the company struggled and recreated itself, and brings readers into Shultz's head as he fought to bring the company back to life.