Effectuation: How Entrepreneurs (Really) create new products, new organizations and new markets.

Starting a business may seem straightforward – create a compelling vision based on a groundbreaking concept, write a thorough business plan, secure funding from investors, build the company, assemble a great team, and execute a strategy to achieve global conquest. The prevailing perception of triumphant entrepreneurs often evokes notions of creativity, visionary foresight, resolute ambition, unwavering persistence, dynamism, courage, exemplary leadership, charisma, empathy, and openness to collaboration. This portrayal is akin to portraying them as modern-day superheroes-an appealing but misleading notion. In reality, the process is far less linear and heroic. It’s time to dispel these myths.