Effectual Entrepreneurship, Third Edition
Practically Speaking
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This great invention basically went unsold until a woman created an entire sales approach specific to customer needs and interests.
Entrepreneur: Brownie Wise
Entity: Tupperware
Country: USA
Pages 318-320 in
Chapter 19 Business Plans and Business Models (pp. 312 to 334)
"Build the people, and they'll build the business." - Brownie Wise
"It is customary to associate ventures with founders, more often than not inventors of the product of service the venture makes and sells. In case studies used in business schools, for example, the role of stakeholders such as employees, distributors, and others is usually completely ignored.
Ideas Are Easy
Let us consider the history of the successful company, Tupperware, literally a household name in the United States and even around the globe. Its founder and inventor, Earl Silas Tupper, had previously started a landscaping company, Tupper Tree Doctors, that went bankrupt during the Great Depression, forcing him to work for 60 cents an hour at DuPont's plastic manufacturing division, Viscoloid.
Throughout his travails during the Depression years, Tupper kept a diary full of ideas for useful inventions: "No Drip" ice-cream cones equipped with a gutter to catch the drippings and funnel them back into the cone, the "Dagger Comb" that came with a clip to fit nicely on bathing suits, and even devised a way to perform an appendectomy without leaving a scar (Kealing, 2016)."
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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