Today’s Book Brief: Onward by Howard Schultz

Onward tells the tale of how Howard Schultz came back to save Starbucks, and the lessons you can learn from his journey.

Lesson 1: Your core values matter more than profits.

The core values at Starbucks, which included respect and dignity, passion and laughter, started to take a second place to growth, expansion and profitability. Lose what makes you great, and you’ll lose the profits, too.

Lesson 2: Success is a dual-edged sword.

The more successful you become, the less the little things seem to matter. The less the little things seem to matter, the easier it is to find yourself with a declining brand. Always pay attention to the little things.

Lesson 3: Change requires a detailed plan.

On his return, Schultz created a Transformation Agenda that included a compelling strategic vision, 7 goals to achieve that vision, and specific tactics for achieving each of the goals. Change happens when you have a detailed plan for making it happen.

Lesson 4: The only number that matters is one.

According to Schultz, the only number that matters is “one.” One cup. One customer. One partner. One experience at a time.

So there you have it — Onward in 60 seconds.

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