The book will cover Schultz's return to the Starbucks helm after an eight-year hiatus as CEO, and detail the company's struggles with its core brand identity as well as its recent successes. This one's going straight to my brand-new Kindle. Will you read it?
There's never a dull moment at Starbucks. Just ask CEO Howard Schultz, who's just revealed the name of his second business memoir. The book, which drops March 29, is titled Onward: How Starbucks Fought for Its Life without Losing Its Soul and is available for preorder on Amazon, where a mock-up of the cover shows Schultz has already incorporated the company's controversial new logo.