Starbucks CEO to sign books at Issaquah Costco

March 23, 2011

By Warren Kagarise

NEW — 8 a.m. March 23, 2011

Starbucks chief Howard Schultz is due at Costco early next month to sign copies of a book about navigating the coffee titan through a successful turnaround.

Shultz, Starbucks’ president and CEO, is scheduled to appear at the Issaquah warehouse at 1 p.m. April 8. The book is “Onward: How Starbucks Fought for Its Life Without Losing Its Soul” — a frank account of how the Seattle-based company reached out to customers and battened down to weather the recession.

Schultz joined Starbucks as director of marketing in 1982. In 2000, Schultz stepped down from daily oversight of the company, but returned as CEO eight years later as the company foundered.

The experience is the basis for Schultz’s account. Publishers Weekly praised “Onward” as “a must-read for anyone interested in leadership, management or the quest to connect a brand with the consumer.”

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7 Responses to “Starbucks CEO to sign books at Issaquah Costco”

  1. Andy on March 23rd, 2011 12:35 pm

    I hope he cancels. I’ll wear my Sonics jersey down to the Costco and spit in his face.

  2. Grande Hiney on March 23rd, 2011 1:07 pm

    Amazing! No snooty name for this event? Why not call it a matinee? It’s goes quite well with all the stupid names such as venti, grande and fatte. Oops, I meant trenta.

  3. Sean on March 23rd, 2011 1:17 pm

    Boooooooooooooo! Boooooooooooooo! Boooooooooooooooo!

  4. Road Warrior on March 23rd, 2011 2:35 pm


    Spit in his face? Don’t lower yourself to Schultz’s level. Wear your Sonics jersey, get his signature, then go to the customer service desk for a refund and get your money back for the book..

  5. mike on March 23rd, 2011 5:51 pm

    Howard Shultz sold my childhood down river. He is a disgrace and has real nerve showing his face in public. He is truly a bad man on a PR campaign. Maybe the book should be called “:I’m the greatest man on earth”. Disgusting…

  6. E on April 4th, 2011 12:33 pm

    you have to have a soul to lose it. Howard… you do not have a soul.

    You created undercover “starbucks” in Seattle.
    You sent in people with notebooks to go into local coffee shops to see what drew people in. You then created your starbucks to look just like them. The floors, layouts, feel, vibes, music
    You ripped them off
    Just like you ripped out the peoples of Seattle’s hearts when you sold the Sonics to the highest bidder. Because you were losing to much money. For you, it is about money, not the product. how can you make more and more and more and rip off anyone in your way.

    PS, good luck on your book tour.

  7. Darenunlimited on April 4th, 2011 8:22 pm

    I’ll be there in my SuperSonics Green & Gold to let Howard know just how well loved he is here in his own backyard. The nerve of this guy to show his face in public is simply amazing.

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