Effectual Entrepreneurship, Third Edition
Practically Speaking
The Wind and the Plan
Starting out with green power, this entrepreneur has changed with the times and winds, creating new opportunities in the process.
Entrepreneur: Dale Vince
Entity: Ecotricity
Country: Great Britain
Pages 329-330 in
Chapter 19 Business Plans and Business Models (pp. 312 to 334)
"New-age traveler" is a euphemism for a hippie, a house trucker, or even a vagrant. It's not the community typically associated with the next generation of business leaders. But then again, solutions to climate change don't seem to come from traditional business leaders. This may explain in part why Dale Vince, an ex-traveler himself, is considered an influential ""green"" entrepreneur.
Measuring the Zephyr
Committed to a low-impact lifestyle, Vince's journey into business began with building small-scale windmills to serve his personal energy needs and limit his dependency on commercial power. One of the most complex pieces of the puzzle was reliably measuring the environment in order to identify a location that provides consistent wind to drive turbines.
Not finding adequate solutions on the market, Vince started crafting wind-monitoring towers in 1991 and, in 1992, founded Western Windpower. Though Vince has continued his own expedition, Western attracted orders from clients like Scottish Power and later changed its name to Nexgen Wind, a market leader in wind monitoring equipment in the United Kingdom."
Under Construction: Join Us in Co-Creation!

Video Resources
References & Links
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- 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
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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
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