Piloting a new venture
This idea of the effectuation theory for entrepreneurs is associated with the Entrepreneurial lemonade, in the sense that entrepreneurs act based on control instead of prediction[@ianuzzi2017Entrepreneurship for Physicists]. Instead of trying to predict what is going to happen, a successful entrepreneur controls the context in order to make it happen. Perhaps stretching some boundary conditions, un-leveling the playing field.
At least in [@ianuzzi2017Entrepreneurship for Physicists] the ideas are poorly developed, checking out [@sarasvathy2001Causation and Effectuation: Toward a Theoretical Shift from Economic Inevitability to Entrepreneurial Contingency] can be a much better idea.
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