Onward by Howard Schultz is a mediocre book that takes readers behind the scenes of a tumultuous time at Starbucks.
Pairs With: an old chocolate bar you found in your backpack that you debate eating but then go with your better judgment and decide to throw out.
Overview
Onward by Howard Schultz is a mediocre book that takes readers behind the scenes of a tumultuous time at Starbucks. Schultz highlights how the company had veered off course, what he felt it was missing most, and what steps he took to turn the company around.
There is a little backstory on how Starbucks got started. However, I wish that section was more detailed. For example, Schultz mentions “investors” that helped him purchase Starbucks from the original founders. However, I wish he elaborated on how Bill Gates Sr. enabled him. I would’ve loved to hear more about how they knew each other and what role Gates Sr. played in propelling Starbucks forward.
CEOs Should Not Write Books
I hate to admit it but the basic bitch in me was interested in this book only because of the cover. 🙈 As a book reviewer, I should’ve known better but I do enjoy business biographies so I figured it might be worth it.
However, what I’ve come to realize with business biographies is that CEOs and founders should not write books. This sounds harsh but, with all due respect, they should stick to running successful businesses and leave the journalism to someone else. I have yet to find a book written by a CEO/founder that has kept my interest and didn’t sound like a bragging company handbook for new hires. (If you know of a good one please let me know!)
Meh Reviews
On top of it, I’m not entirely sure how stellar of a guy Schultz is… Although this book is written so you think otherwise, he mentions Les Wexner as a trusted friend 🥴
As one reviewer wrote, “If you are inspired by euphemisms (“partners” instead of “employees”) or hallow symbolism (CEO written in lower case), then enjoy. Just please don’t borrow his language of “love”; “soul” is no factor in any of this.” And I tend to agree with it!
Here are some other reviews that I felt hit the nail on the head for this book:
- ”I went looking for tips on leadership in tough times and instead was bolted over by a continuous stream of ‘look what I did.’” – Jay
- “I agree with the reviewers who’d lambasted this book for being nothing more than self-congratulatory and self-promoting tripe. However, in my opinion, the worst thing about this book is its writing style, which is clumsy and overflowing with pompous jargon…” – Minkosaurus
- “On the whole, this is a disappointing book. Written like a marketing diatribe, it is insipid, doesn’t inspire, lacks heart, and is boring. I also didn’t learn very much about coffee or business… I found myself far more interested in those family vacations to Hawaii, which always seemed to coincide with those taken by other CEOs such as Michael Dell…” – Avid Reader
Conclusion
Onward wasn’t all bad but it didn’t go down like a delicious mocha Frappuccino with mint.
If you’re familiar with Seattle, you may enjoy reading this book for the Seattle references. I loved envisioning the rainy weather and the different spots in the city Schultz mentioned like; Pike Place, Fremont, Theo’s Chocolate, Starbucks HQ, etc. But that might be all you enjoy from it… 😕🤷♀️
Have you read this one or any others like it?? If you enjoyed it, what did I miss?! Let me know in the comments! I’d love to hear from you.
P.S. If you DID enjoy this one, you might also like Four Seasons by Isadore Sharp. It’s written by the founder himself and shows readers how the Four Seasons became one of the top luxury hotel brands.
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