Story:
looking into future to start with the right step

By Andreas Rehklau - innovation coach at FH CAMPUS 02

January 10, 2012 at 2:47pm

effectuation

effectuaction

entrepreneurship

Moonshots

Focus the work of management on a higher purpose

Summary

strategic orientation often goes along with abstract, high level goals. that´s very helpful to see all stakeholders, to include possible future trends and to open up new perspektives. for example: it´s a major goal to reduce maternal death. stakeholders are all health workers, it´s useful to observe statistics, to analyse reasons why, to transfer it into aims and to dos...and so on. it´s all "goal-oriented", linear.

the opposite would be a "effectual" approach- asking for: who can help us now, which effort is affordable - so start.

Triggers

turn up the question "what is our goal?" into "which step can be done first?"

it is the change from strategy as a chess game to "invent a game".

it is the same if your wife asks "which dress tonight ?"

the eye-opener is to "open perspectives" instead of "focus on target".

or put it in another way - forget the business plan, do business!

Key Innovations & Timeline

to solve the problem of maternal death ask yourself(!): do i know a doctor ? is there any person in my neighborhood comning from ghana ? which action can be done until next month, or even better until next ten minutes ?

so you come into action.

this leads to important principles, changing the mindset of management, because that´s no management:

searching for partners and supporters
decide which effort is affordable
start with a first prototype
extract the central effect
go on with expanding the effect.

Challenges & Solutions

the current discussion about the importance of e-mobility, when there will be the change, who will be first ... all these question will have an answer. and this will be too late. it is chaotic, diffuse. if you wait for clearness....no chance.

Lessons

decide now, what´s your part in the game. and start with the "affordable loss".

that´s entrepreneurship.

start your en..terprise.

Credits

"effectuation" / sara saratvathy

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