Effectual Entrepreneurship, Third Edition
Practically Speaking
10 US Dollar Surprise
A traumatizing mugging leads this teacher to address the root problem and work on improving the lives of inner-city youth.
Entrepreneur: Steve Mariotti
Entity: National Foundation for Teaching Entrepreneurship (NFTE)
Country: USA
Pages 264 in
Chapter 16 The Lemonade Principle: Leverage Surprise (pp. 257 to 276)
"Sometimes contingent events come in unfortunate form. In the case of Steve Mariotti, a mugging at the hands of six teenagers was the chance event. In September 1981, Mariotti was walking on the Lower East Side of Manhattan when a group of youths surrounded him, slapped him, knocked him to the ground, and threatened to throw him into the East River. Their target: a 10 US dollar banknote he was carrying.
Traumatized by the event but determined to make something positive out of it, Mariotti decided to become a high school teacher in a New York City neighborhood in an effort to do what he could to improve the lives of young people in the inner cities."
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
.png?width=200&height=82&name=Effectuation%20Extended%20Logo%20(200%20%C3%97%2082%20px).png)