Listen free for 30 days

Howard Schultz: A Biography of the Starbucks Billionaire

Narrated by: Nate Sjol
Length: 33 mins
2 out of 5 stars (5 ratings)

£7.99/month after 30 days. Cancel anytime

Summary

After graduating, Schultz worked as a salesman for Xerox Corporation and was quickly promoted to a full sales representative. In 1979 he became a general manager for Swedish drip coffee maker manufacturer Hammarplast, where he became responsible for their US operations, with a staff of 20. In 1981, Schultz visited a client of Hammarplast, a fledgling coffee-bean shop called Starbucks Coffee Company in Seattle, curious as to why it ordered so many plastic cone filters. He was impressed with the company's knowledge of coffee and kept in contact over the next year, expressing interest in working with them. A year later, he joined Starbucks as the director of marketing. 

On a buying trip to Milan, Italy, for Starbucks, Schultz noted that coffee bars existed on practically every street. He learned that they not only served excellent espresso, they also served as meeting places or public squares; the 200,000 cafés in the country were an important element of Italian culture and society. On his return, he tried to persuade the owners (including Jerry Baldwin) to offer traditional espresso beverages in addition to the whole bean coffee, leaf teas, and spices they had long offered. After a successful pilot of the cafe concept, the owners refused to roll it out company-wide, saying they did not want to get into the restaurant business. Frustrated, Schultz decided to leave Starbucks in 1985. He needed $400,000 to open the first store and start the business. He simply did not have the money, and his wife was pregnant with their first baby. 

Jerry Baldwin and Gordon Bowker offered to help. Schultz also received $100,000 from a doctor who was impressed by Schultz's energy to "take a gamble". By 1986, he raised all the money he needed to open the first store, Il Giornale, named after the Milanese newspaper of the same name. The store offered ice cream in addition to coffee, had little seating, and played opera music in the background to portray an Italian experience.

©2018 James Perry (P)2018 James Perry

What members say

Average customer ratings

Overall

  • 2 out of 5 stars
  • 5 Stars
    1
  • 4 Stars
    0
  • 3 Stars
    0
  • 2 Stars
    1
  • 1 Stars
    3

Performance

  • 2 out of 5 stars
  • 5 Stars
    1
  • 4 Stars
    0
  • 3 Stars
    0
  • 2 Stars
    2
  • 1 Stars
    2

Story

  • 2.5 out of 5 stars
  • 5 Stars
    1
  • 4 Stars
    1
  • 3 Stars
    0
  • 2 Stars
    0
  • 1 Stars
    3

Reviews - Please select the tabs below to change the source of reviews.

Sort by:
  • Overall
    1 out of 5 stars
  • Performance
    2 out of 5 stars
  • Story
    1 out of 5 stars

Terrible. Wasted my money on this one.

I realise this is only a 30 minute book and it's cheap, but there is almost no information in this book. Don't buy it.

1 of 1 people found this review helpful

  • Overall
    1 out of 5 stars
  • Performance
    1 out of 5 stars
  • Story
    1 out of 5 stars

What a con

This is titled A Biography of the Starbucks Billionaire. It isn't. It is just a dialogue of what he has done, gives no details of his life or how he achieved success. Should not be advertised as a biography or even a book

1 of 1 people found this review helpful

Sort by:
  • Overall
    3 out of 5 stars
  • Performance
    4 out of 5 stars
  • Story
    2 out of 5 stars
Profile Image for angela zetina
  • angela zetina
  • 03-03-19

brief summary not biography

when I downloaded this book I expected it to be a auto biography. this is more like synopsis of howards life.. it goes over his belief system.
I wanted to know the story not a brief summary of his life

  • Overall
    5 out of 5 stars
  • Performance
    5 out of 5 stars
  • Story
    5 out of 5 stars
Profile Image for Dave
  • Dave
  • 06-05-18

Rags to Riches, Truly Inspirational

Howard grew up very poor and this is what seems to give him his empathy for others. It makes sense why he insists on treating others so well because he saw how his father was treated when he was younger. I was very inspired to hear about his rise from nothing to creating one of the most well known brands in the world.