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

著者 : Howard Schultz
制作 : Joanne Gordon 
  • Rodale Pr (2011年3月29日発売)
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  • Amazon.co.jp ・洋書 (350ページ)
  • / ISBN・EAN: 9781605292885

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  • I am so inspired by this book. This story starts with Howard Schultz's return to Starbucks as CEO to reestablish Starbucks, which struggled with economic downturn caused by Lehman Brothers, former huge investment bank, bankrupt back then. He had tried to recreate core values and cultures of Starbucks. He had hit on many snags but he had kept believing Starbuck's abilities to overcome this situation and trusting its partners.
    After I finished this book, what struck me most was how great human's passion and soul are. As a company expands its size, the company tends to lose its original meaning for existence. The company focuses on the profit. However, Howard was different. He has kept his original thought, serving a great espresso to produce special, in-store experience and creating a community everyone can enjoy, since he set up 1st Starbucks Coffee at Pike Place Market in Seattle. His philosophy is “It′s not just about winning, but the right way to win”. He did not pursue an immediate profit but he pursued crating the original value. For restoring the soul, he closed all Starbucks shops in the United States together, which cost a lot, to retrain Baristas how to make a great coffee and what Starbuck's culture and value are. Therefore, He did not cut health insurance benefits and tried not to trim Starbuck's partners.
    This book tells me a lot of things; how important and strong man's passion is not only when doing a business but when interacting with people. I love Starbucks. I highly recommend ONWARD.

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