scientists, we seek to push the boundaries of our knowledge about how entrepreneurs make

decisions.
As educators, we seek to revolutionize the way entrepreneurship is taught throughout the world. We do
that through the study and teaching of effectuation and the “entrepreneurial method.” Effectuation is at
its heart a human problem-solving method that was developed through research into the mental
processes used by some of the best problem-solvers in the world – expert entrepreneurs.
Why study expert entrepreneurs?
The startup phase of a new company is one of the most “uncertain” and unpredictable situations a
business person can be in. It is chaotic, exciting, surprising, and the future is unknown. Expert
entrepreneurs figure out ways to navigate these choppy waters – turning big surprises into the utterly
mundane. It’s pretty amazing.