What is Effectuation?

Effectuation, discovered by Dr. Saras Sarasvathy at Carnegie Mellon, is a teachable decision-making method developed from real stories from real entrepreneurs. Rather than starting with goals and finding means, it starts with what you have - your skills, knowledge, and network.

Entrepreneurial thinking isn't inborn talent - it's a learnable skill set that transforms you from someone who executes others' plans to someone who creates their own opportunities and thinks like an owner.

For franchise organizations, it teaches franchisees to think beyond just executing the corporate playbook. Effectuation helps identify local market opportunities, build strategic partnerships, and adapt to their specific market conditions - all while staying within your brand framework.

Instead of franchisees operating according to a manual, you develop franchisees who think like true business owners, driving growth and innovation at the local level while strengthening the overall franchise system.