“In this personal, suspenseful, and surprisingly open account, Schultz traces his own journey to help Starbucks reclaim its original customer-centric values and mission while aggressively innovating and embracing the changing landscape of technology….his sequel to the founding of Starbucks is grittier, more gripping, and dramatic, and his voice is winning and authentic. This is a must-read for anyone interested in leadership, management, or the quest to connect a brand with the consumer.”
 Publishers Weekly starred review

"[An] engrossing account of how [Schultz] returned as CEO and guided Starbucks back to profitability, while restoring the full flavor of the "Starbucks Experience" for its customers."
Fort Worth Star-Telegram

Kansas City Star

“An intriguing and substantial look at what is required to turn around a fading company…. enriched by the insider, generally frank, look he offers and the humanity he expresses.”
The Globe & Mail

“One of Howard Schultz's most appealing traits is his ability to be human, to frankly own both successes and mistakes with a gee-whiz candor more often associated with Southerners than native New Yorkers.”
— Seattle Times

Onward is essential reading -- and not only because Schultz's recipe is clearly working. (The company reported record earnings for fiscal 2010, with earnings per share up 138% on a 15% gain in revenues, and then broke its own record in the first quarter of fiscal 2011.)”

“Schultz comes across in these pages as a genuinely, even disarmingly, nice guy, so that, while he's recalling his angst and recounting his struggles, you find yourself cheering him on. But the real value here is in his willingness to put his own shortcomings under a microscope, shoulder much of the blame for his company's missteps, and draw conclusions that reach far beyond Starbucks.”

“Illustrates that a company can overcome its growth pains by returning to its core principles.”
Washington Examiner

“As a tale of entrepreneurial dedication, ONWARD does inspire.”
Delta Sky

“A worthwhile read for anyone interested in leadership and/or coffee.”
The Leader Lab

“The book works on many levels—as a case study for one organization’s turmoil and recovery, as a blueprint for building a company on a foundation of values, as a peek into the mind of a passionate entrepreneur, and as a wake-up call about the power of the digital media.”

“Selected as one of 8 books that have caught the eye of editors at online bookseller candid.”
Christian Science Monitor

“In an inspiring and detailed narrative, Schultz tells from his perspective, how he got the company back on track and innovated around core values. It’s a sometimes emotional look at the thinking behind what worked and what didn’t. And it is told with dignity. Onward is a valuable resource for leaders and is for that reason alone, worth re-reading.”
Leadership Now

“An engaging account by a…executive who sounds sincere and seems approachable.”
Kirkus Reviews

“A love story, a business story, and a very personal journey, all at once…I highly recommend the landmark and must read book Onward: How Starbucks Fought for Its Life without Losing Its Soul by Howard Schultz with Joanne Gordon, to anyone seeking a deeper insight into the soul of a great company, or a richer understanding of the value of living the organization's core principles as a guiding philosophy. This book teaches business leaders that value driven companies are highly successful companies that will stand the test of time.

Read the destined to become classic book Onward: How Starbucks Fought for Its Life without Losing Its Soul by Howard Schultz with Joanne Gordon, and discover the key importance of humanity and core values in corporate strategy. Companies that are built on love are successful companies that with brands that endure. Starbucks is a valuable lesson in the success of a values driven organization, that almost lost its way, but returned to greatness with a reestablishment of its guiding core values as touchstones to live by.”
— Wayne Hurlbert, Blog Business World

“It’s no surprise to me that the new memoir by Howard Schultz, the founder of Starbucks, is on the top of the best n the top of the best seller lists. Onward: How Starbucks Fought for Its Life without Losing Its Soul is a comprehensive, step-by-step personal account of how an entrepreneurial, growth-driven CEO learned from others, changed his leadership style in a difficult time for his company, and reignited passion and confidence in his brand. Onward is a must-read for any manager and ranks as one of the best corporate memoirs written in recent years.”
— Herb Schaffner, “Profitable Reads”, BNET

Onward offers several business lessons and communicates them beautifully in the form of actual stories….found Howard Schultz’s book to be an enjoyable read. It communicated its points clearly, with impact, and with inspiration.”
Marketing Without a Net