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Introduction xii

Part 1 Love
Chapter 1 A Beverage of Truth 3 (5)
Chapter 2 A Love Story 8 (6)
Chapter 3 Surfacing 14 (12)
Chapter 4 Nothing Is Confidential 26 (7)
Chapter 5 Magic 33 (6)
Chapter 6 Loyalty 39 (8)
Chapter 7 Believe 47 (8)

Part 2 Confidence
Chapter 8 A Reservoir of Trust 55 (14)
Chapter 9 A New Way to See 69 (12)
Chapter 10 Playing to Win 81 (7)
Chapter 11 Elevating the Core 88 (8)
Chapter 12 Get In the Mud 96 (6)
Chapter 13 A Reason to Exist 102 (14)
Chapter 14 Benevolence 116 (7)
Chapter 15 Beyond the Status Quo 123 (5)
Chapter 16 Bold Moves 128 (11)

Part 3 Pain
Chapter 17 Whirlwind 139 (8)
Chapter 18 A Lethal Combination 147 (8)
Chapter 19 Reverence 155 (9)
Chapter 20 No Silver Bullets 164 (6)
Chapter 21 I Know This to Be True 170 (13)

Part 4 Hope
Chapter 22 Truth in Crisis 183 (9)
Chapter 23 A Galvanizing Moment 192 (16)
Chapter 24 Nimble 208 (9)
Chapter 25 Plan B 217 (7)
Chapter 26 Stay the Course 224 (15)

Part 5 Courage
Chapter 27 Innovate 239 (11)
Chapter 28 Conviction 250 (12)
Chapter 29 Connecting Dots 262 (9)
Chapter 30 Balance 271 (16)
Chapter 31 Conscience 287 (9)
Chapter 32 Winning 296 (6)
Chapter 33 Ni Hao 302 (11)

Tribute 313 (16)
Acknowledgments 329 (4)
Photo Credits 333 (2)
Index 335

In this #1 New York Times bestseller, the CEO of Starbucks recounts the story and leadership
lessons behind the global coffee company's comeback


In 2008, Howard Schultz decided to return as the CEO of Starbucks to help restore its financial health and bring the company back to its core values. In Onward, he shares this remarkable story, revealing how, during one of the most tumultuous economic periods in American history, Starbucks again achieved profitability and sustainability without sacrificing humanity.