Premium Essay

Buisness Success Has a Lot to Do with People : Based on Howard Schultz Autobiography "Onwards"

In: Business and Management

Submitted By shakib
Words 1851
Pages 8
Who are the people? For Starbucks, the term’ people’ encompasses all of their customers, employees, farmers, shareholders and the founder of the company himself. ‘Onwards’ is basically a book about the return of Howard Schultz as the ceo of Starbucks on January, 2008. Howard Schultz returned to his former post in a very difficult time. The company’s overall performance was deteriorating in addition to the ongoing financial crisis of the economy. In spite of all the difficulties, he turned the wheel of the company towards success. So, how did this success come? Was it all about the people or about some other factors? Moreover, what was the reason behind Starbucks’ initial success?
In ‘Onwards’ Howard Schultz said, ‘’ we succeed by creating an experience that comes to life, in large part, because of how we treat our people, how we treat our farmers , our customers and how we give back to communities.(chapter-4, page27)’’ and I completely agree with him.
Before 2008, Starbucks all focus was limited to company’s growth and store expansion and in the meanwhile they started to overlook their people doing what Wallstreet want them to do. This gradually caused Starbuck to fall from their once secured financial condition. Where to Wallstreet people success in business is high turnover rate, there to Howard Schultz, it was all about peoples satisfaction, how were their experience, feelings etc. His mission was to bring back the magic of “the Starbucks experience’’. And once he ensured that the magic of Starbucks, its people’s satisfaction, is back, success followed him. He said, “ our ongoing challenge is to creatively nurture coffee’s essence, keeping it personal despite our size. I don’t want Sturbucks to be defined solely by its thousand stores or millions of customers. More than our scale, the brand can and should be defined by the quality of its coffee as well as its

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