Effectual Entrepreneurship, Third Edition
Practically Speaking
Taking Flight: Hyacinth Macaw Institute
A purposeful woman uses science and an entrepreneurial approach to solve a problem of environmental sustainability, but how to make it financially sustainable?
Entrepreneur: Neiva Guedes
Entity: Hyacinth Macaw Institute
Country: Brazil
Pages 397-398 in
Chapter 23 Social Change and Markets in Human Hope (pp. 391 to 424)
Co-Creator: Rose Mary Lopes
"Most likely you have encountered a problem and thought to yourself, "someone should fix that!" Entrepreneurs decide to be that "someone" and take action. When Neiva Guedes first discovered that the bird species Hyacinth Macaw was on the brink of extinction due to illegal trafficking, habitat destruction, and lack of knowledge about the species, she decided she would take action.
Birthing Macaws and a Career
Instead of seeing obstacles, she saw an opportunity to make a purposeful change, one which would become her career. Little was known about the reproduction of the Hyacinth Macaw at the time, so Guedes started on a journey of scientific discovery in trips to the nesting sites on the Miranda River of Pantanal, Brazil, which is a gateway to the surrounding glades rich in wildlife such as jaguars, macaws, giant otters, pantanal caimans and jabirus, the symbol of wetlands."
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
- 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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