effectuation coaching at heidelberg innovation forum 2014
Post on 13-Sep-2014
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Presentation to startups of the Heidelberg Innovation Forum on how they can use the four effectuation principles to further develop their ventures.TRANSCRIPT
Effectuation Coaching
at Heidelberg Innovation Forum
www.heidelberg-innovationforum.eu
Alexandra Rudl8 April 2014
What makes entrepreneurs entrepreneurial?
Source: therisetothetop.com
Navigate under uncertainty
Causal Logic
Analyse Decide Plan Acquire Ressources Act
The missing toolbox?statisticallylinearpredictablewell-knownassessableprojectableknowledge
dynamic
Not predictable
Not assessable
unknown
incalculable
Source: www.blogs.telerik.com
Causal tools ?
Effectuation – A definition• A logic of thinking, discovered through
scientific research, used by expert entrepreneurs to build successful ventures (Prof. Saras Sarasvathy, University of Virgina)
• Four principles – one process
"If I had a budget, I could ask a specialist in the field of education to go through data and give me ideas ofhow many universities, how many media, how many large companies I will have to contact to have an ideaof the work that has to be done."
vs.
"I'd just go sell it. I don't believe in market research. Somebody once told me the only thingyou need is a customer. Instead of asking all the questions, I'd try and make some sales. I'd learn a lot […] . So my market research would actually be hands-on actual selling."
Causal reasoning Effectual reasoning
Bird in Hand – Start with your means
www.effectuation.org
Causal logic Effectuation logic
Selection / Creation of means in order to reach a specific, pre-defined goal
Discovering potential goals and results based on a given set of means
© Faschingbauer, Mauer (2014)
Affordable Loss – Focus on the downside risk
www.effectuation.org
© Faschingbauer, Mauer (2014)
Causal logic Effectuation logic
The committment depends on the expected earning
Earning
Committment
The committment depends what you can afford to loose at each step
Leverage contingencies
www.effectuation.org
© Faschingbauer, Mauer (2014)
Causal logic Effectuation logic
Demarcation from circumstances and coincidences
Leveraging circumstances and coincidences
http://www.basicthinking.de/blog/wp-content/uploads/2013/02/Post-it1.png
Patchwork Quilt – Form Partnerships
www.effectuation.org
© Faschingbauer, Mauer (2014)
Causal logic Effectuation logic
Searching the „right“ partner
Committments with those who are willing to take part and to contribute
Bird in Hand – Start with your means Affordable Loss – Focus on the downside risk
Leverage contingencies Patchwork Quilt – Form Partnerships
www.effectuation.org
When to apply effectuation?
© Faschingbauer, Mauer (2014)
Existing markets
New Markets
Existing products
New products
http://notes.fundersandfounders.com/image/81999963246
Effectuation in practice: The Instagram Story
Contact
Alexandra RudlHead of Talent Support / Innovation FosteringMFG Innovation Agency for ICT and [email protected]