Effectual Entrepreneurship, Third Edition
Practically Speaking
Your Amigo: Navigating Uncertainty Without Maps
Going where the big companies wouldn’t, these three founders navigate the complex environment of Brazilian favelas to deliver on time.
Entrepreneurs: Pedro, Elaine, and Silas
Entity: Carteiro Amigo
Country: Brazil
Pages 91-92 in
Chapter 6 Prediction, Risk, and Uncertainty (pp. 79-96)
Co-Creator: Isabella Nunes Pereira
"When you buy something online, you can be quite certain that before long, it will be delivered right to your door. But what about people who live in a chaotic jumble of buildings with no standardized addresses?
Pedro, Elaine, and Silas lived in this uncertain reality: they were born and raised in Rocinha, one of the largest favelas (shantytowns) in Brazil. Favelas are home to millions of people, but their dense population and maze of informally named laneways pose significant obstacles for traditional delivery companies."
Under Construction: Join Us in Co-Creation!

Video Resources
References & Links
- How Starbucks Became An $80B Business—YouTube. (n.d.). Retrieved April 20, 2025, from https://www.youtube.com/watch?v=XUBeH7VQaFY&t=50s
- Howard Schultz. (n.d.-a). Schultz Family Foundation. Retrieved April 20, 2025, from https://schultzfamilyfoundation.org/team-member/howard-schultz/
- Howard Schultz. (n.d.-b). Forbes. Retrieved April 20, 2025, from https://www.forbes.com/profile/howard-schultz/
- Howard Schultz. (2025). In Wikipedia. https://en.wikipedia.org/w/index.php?title=Howard_Schultz&oldid=1285405168
- Howard Schultz: An Overview of the Entrepreneur’s Career - 2025. (n.d.-c). MasterClass. Retrieved April 20, 2025, from https://www.masterclass.com/articles/howard-schultz-life-and-career
- hpeiper. (2018, September 4). Schultz to young entrepreneurs: ‘It can happen for you’. Starbucks Stories EMEA. https://stories.starbucks.com/emea/stories/2018/bocconni-university/
- Starbucks CEO Howard Schultz: How to Be Strategic Thinkers | Inc. - YouTube. (n.d.). Retrieved April 20, 2025, from https://www.youtube.com/watch?v=Q5Djl9_Xc3w
- Starbucks’ CEO Talks Business—YouTube. (n.d.). Retrieved April 20, 2025, from https://www.youtube.com/watch?v=83yInyY1KLs&t=152s
- Starbucks’s Howard Schultz: From Coffee Entrepreneur to Three-Time CEO. (n.d.). WSJ. Retrieved April 20, 2025, from https://www.wsj.com/story/starbuckss-howard-schultz-from-coffee-entrepreneur-to-three-time-ceo-439768fc
- Taylor, K. (2017, December 13). From Brooklyn to Billionaire: The Story of How Howard Schultz Transformed Starbucks Into an $84 Billion Business. Inc. https://www.inc.com/business-insider/howard-schultz-chairman-former-ceo-starbucks-successful-billionaire-coffee.html
- The Man Behind Starbucks Reveals How He Changed the World—YouTube. (n.d.). Retrieved April 20, 2025, from https://www.youtube.com/watch?v=LnA7n9qSB7E&t=255s
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