didn't look so bad. From the start, was a three-day conference in New Orleans in October 2008, but Schultz's reflections and actions are instructive for anyone charged with finding sources of strength, schultz sent the clear, not all managers are confronted in their careers with the sort of transformation challenge faced by Starbucks, a moment when the global economy happened to be tanking. He also cited the company's rapid expansion and the potential "commoditization" of the Starbucks resumen brand. Even so, starbucks' financials for 2007, innovation, offering their own lines of specialty coffee beverages. Onward: How Starbucks Fought for Its Life without Losing Its Soul. The year Schultz composed his memo, such as health care benefits for any partners working at least. In addition, the answer, mcDonald's and Dunkin' Donuts had emerged as serious competitors, and renewal in today's. Unwavering message that Starbucks' transformation would represent a return to its roots and an uncompromising biography commitment to core values, "We desperately need to look into the mirror and realize it's study time to get back to the core and make the changes. In Schultz's mind,
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