« Can someone explain SBUX's credit-card swiping policy to "GI Joe"? | Main | What's on your mind? Discuss it in the OPEN THREAD »

October 06, 2011


Feed You can follow this conversation by subscribing to the comment feed for this post.

john moore (from Brand Autopsy)

Jim ... interesting factoid about the origins of Howard's "onward" sign-off.

What I found really interesting in ONWARD was Howard mentioning, at least two times, being the "founder" of Starbucks. Hmm... quite odd.


Jim...the list of things Howard has not told the real story about is long. This is just a tiny insignificant example.

The Tame Lion

Vigorously nodding my head in agreement!


For all intents and purposes, Howard founded Starbucks as we know it today, and nobody can deny that. Sure, there was a store called Starbucks before he joined the company and later purchased it, but it wasn't a chain of shops that sold coffee and espresso beverages.

Did Howard makes some stuff up or indluge in his memoirs? I would imagine so, since everybody does. I don't usually read autobiographies for that very reason.

burned by the Bux

Old Howie baby is one full of s**t guy!


who cares? really. in the scheme of things this is such minutiae. jog your brain, start a real conversation.


You wannna know why Howard hasn't credited Baldwin? Because Schultz is a WORLD CLASS douchebag!

Reading Onward

Theres more incidences like that in the book where he takes credit for something someone else did.

For example, in I believe Chapter 15, he says something along the lines of "Sometimes I ask our leaders, do we deserve our partners?"

At either the New Orleans leadership conference or the 2011 investor conference, he said that same thing, but credited it to one of the other leaders in the audience, I believe Mark Lindstrom.

In the book though, he makes it sound like he came up with it.


A couple years back at a district holiday roadshow, our DM made a big deal about something Howard said in a video, "Be the change you would like to see in the world." A barista in attendance was quick to point out that it was Gandhi who said it first.


Did Howard use the phrase "Onward"? Did he say he invented the use of the term? If he used it and didn't say he invented the use of the word then there's not really a problem. I don't know if he's required to acknowledge that someone else used it before him. Howard seems to get the same scrutiny Steve Jobs gets. For some reason people care about Jobs' personal life yet they don't know a thing about the personal lives of the CEO's of the other companies they patronize.

Verify your Comment

Previewing your Comment

This is only a preview. Your comment has not yet been posted.

Your comment could not be posted. Error type:
Your comment has been saved. Comments are moderated and will not appear until approved by the author. Post another comment

The letters and numbers you entered did not match the image. Please try again.

As a final step before posting your comment, enter the letters and numbers you see in the image below. This prevents automated programs from posting comments.

Having trouble reading this image? View an alternate.


Post a comment

Comments are moderated, and will not appear until the author has approved them.

Your Information

(Name is required. Email address will not be displayed with the comment.)

Search Site

Ads (2)