Effectual Entrepreneurship, Third Edition
Practically Speaking
Affordable Loss for an Unaffordable Loss
Skipping school was an affordable loss for this teenager concerned about climate change: an investment which became a movement.
Entrepreneur: Greta Thunberg
Cause: Fridays for the Future
Country: Sweden
Pages 201-202 in
Chapter 12 The Affordable Loss Principle: Invest Little, Learn a Lot (pp. 192-206)
"Greta Thunberg, the Swedish environmental activist, has become a symbol of youth advocacy for climate change, building awareness of the fact that we cannot afford to lose our planet.
Skipping School
Greta's activism began with her protest outside the Swedish Parliament in August 2018. Her parents' support of her skipping school made it affordable loss for her to start on this journey which became known as "Fridays for the Future."
Living with Asperger's syndrome, OCD, and selective mutism would hardly count as assets useful to her endeavor. Yet, her family's support and understanding allowed Greta to travel extensively for her cause, impacting their daily lives."
Under Construction: Join Us in Co-Creation!

Video Resources
References & Links
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- 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
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- 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