An Effectual Understanding of Impact
I’ve long been interested in the idea of the impact instinct: the ability for a trained professional to continuously generate big wins at a rate much higher than his or her equally well-trained peers (see here and here and here).
What explains this impact instinct?
A reader named Jason recently pointed me toward some interesting research relevant to this question. The topic is effectuation, a theory of entrepreneurial success devised by Saras Sarasvathy (see above), a professor at the University of Virginia’s Darden School of Business.
The origin of effectuation is a study Sarasvathy conducted in 1997. She traveled the country to interview 30 different entrepreneurs who founded successful companies (their company valuations were all measured in hundreds of millions of dollars). Instead of simply asking them their approach to business, she had each solve a 17-page problem set containing 10 decision problems relevant to introducing a new product. She asked that they talk out loud about their thinking, and then later scrutinized the transcripts of these sessions. The patterns she identified became effectuation theory.
In a nutshell, this theory notes that we’re used to thinking about problems (especially in the business world) using causal rationality. We identify a goal and then attempt to identify the optimal path to accomplishing this goal given our current resources. This process is top-down with the final goal occupying the apex position.
The entrepreneurs Sarasvathy interviewed did not rely on causal thinking. They instead relied on an alternative she called effectuative thinking.
Effectuative thinking, unlike causal thinking, is bottom-up. It doesn’t start with a final goal in mind. Instead, as Sarasvathy explains, “it begins with a given set of means and allows goals to emerge contingently over time.”
