Effectual Entrepreneurship, Third Edition
Practically Speaking
Railroad Surprise
Instead of consulting for small railroads, this entrepreneur bought and managed them to growth and success.
Entrepreneur: Bruce Flohr
Entity: Railtex
Country: USA
Page 267 in
Chapter 16 The Lemonade Principle: Leverage Surprise (pp. 257 to 276)
"Like many of the stories we recount in this book, Railtex leans toward the mundane—after all, short-haulrailroading is not exactly the newest or most exciting business venture one could get into. The Railtex story starts in 1977, when Bruce Flohr put 50,000 US dollars of his own money together with 50,000 US dollars from investors to launch a railcar-leasing firm in San Antonio, Texas.
Railcar leasing turned out not to be a particularly great idea: five years later, the business was still not profitable and was struggling to stay afloat. The situation forced Flohr and his team to start doing consultancy projects with small railroads as a way of pulling in some extra cash."
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)