{"product_id":"the-monk-of-mokha","title":"The Monk of Mokha","description":"\u003cdiv\u003e\n\u003cp\u003eKirzner argued in 1973 that the entrepreneur's distinguishing act is neither bearing risk nor supplying capital, but \u003cem\u003enoticing\u003c\/em\u003e — seeing an opportunity that was standing in plain view, unpriced, while everybody else walked past it. He was describing a faculty. This book describes a person exercising it.\u003c\/p\u003e\n\u003cp\u003eMokhtar Alkhanshali was a doorman in San Francisco when he worked out that Yemen — the country that gave the drink the name \u003cem\u003emocha\u003c\/em\u003e and shipped the first commercial coffee in the world — had been forgotten by the speciality market entirely, and that nobody was buying its coffee at anything like what it was worth. So he went there, during a war, to find out whether the beans were still good and whether the farmers could be paid properly for them.\u003c\/p\u003e\n\u003cp\u003eWhat follows is the rest of the entrepreneurial function arriving uninvited: quality grading nobody had done, logistics nobody had built, capital nobody wanted to commit, and a scramble to get a sample out of a country whose airports had closed. Eggers tells it as narrative rather than as economics, which is why it works — the theory is simply what the story is made of.\u003c\/p\u003e\n\u003cp\u003ePairs with the Alertness roast, for reasons that will be obvious by the second chapter.\u003c\/p\u003e\n\u003c\/div\u003e","brand":"Amazon","offers":[{"title":"Default Title","offer_id":67603539755075,"sku":"The-Monk-of-Mokha---15399569752131","price":18.0,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0635\/4737\/5683\/files\/91vlp6mwvQL._SL1500.jpg?v=1790909791","url":"https:\/\/cafe.tollbooth-dpyc.com\/products\/the-monk-of-mokha","provider":"Good Brew","version":"1.0","type":"link"}