Effectuation Stories

Driving Backward

Blind SpotIf you've ever had a motorcycle helmet on, you know it's hard to see; particularly behind...

Make it Personal: Freitag and Sigg

How two firms created novelty in a crowded market

Do trends create opportunities, or do...

Breath of Fresh Air - the Story of Gore-Tex

Stuart Read and Robert Wiltbank look at a company that managed to grow yet still remain...

The Entrepreneur’s Hand on the Wheel

A Healthy Message

Clear Fit

Cube Route to Riches: the Story of Rubik Cube

Stuart Read and Nick Dew look at the lessons tobe learned from Erno Rubik's global bestseller.

Business Activist

Dark Side

The Moving Picture Show: One True Media

Mark Moore's current venture proves that the result is rarely the starting point. Stuart Read and...

Entrepreneurial Distinction

Artificial Clarity

Eco-Envelopes: Many Happy Returns

Stuart Read and Nick Dew look at how the simple idea of reusable envelopes took off in America.