ABSTRACT
Sometimes contingencies will be obviously good things; in those cases, the entrepreneur’s job is to jump on them and try to milk them for all they’re worth. But the most challenging contingencies are those that come in unfortunate or negative forms-such as the mugging of Steve Mariotti in New York City. As that example shows, it is almost always possible to leverage a contingency in some kind of positive way-if you are creative enough. As we’ve noted, the critical point about contingencies is what entrepreneurs do with them.
