19. Scenarios for Co-creation of the Future with Effectuation

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Deel III Voorbereiden op een veranderend werkveld In the OMNIPRESENCE scenario effectuation is an accepted, generic approach to management and work, that assimilates existing causation approaches. Management and operational staff carry out experiments and integrate results of these in causal procedures. In management there is less focus on efficiency and more focus on agility. Information is collected by testing hypotheses using small test budgets only. Venturing is extended to non-profit and semi-governmental bodies, and effectuation logic is applied in these organizations when new activities are developed. Given the widespread societal adoption of effectuation, all students are taught to act as effectuators. Students in their first year directly adopt a design-oriented approach, develop a professional attitude that embraces experimenting and learning from mistakes, and follow a new thesis and research approach. These changes are discussed below. 6.1 More Design-oriented Education In design-oriented education, students are required to create artifacts. There is less emphasis on learning about causal processes, which are general in their application, and there is more emphasis on experimental learning, which is very specific in its application. Students use the design thinking approach following the steps Empathize, Define, Ideate, Prototype, and Test (EDIPT; Plattner, Meinel & Leifer, 2012). There is more focus on innovation for businesses as well as social purposes, in particular for low-tech and low-cost solutions. 6.2 Facilitating a Different Professional Attitude of Students and Lecturers Students will spend little time on their plans of action, and will be required to deliver quick results within a limited time span. This requires them to develop an attitude of acting, where more emphasis is put on their personal identity and on the use of their personal resources and network. Projects that they are involved in have a short cycle, and very much resemble startups with a high degree of interaction between education and practice. Teams are multidisciplinary and interdisciplinary, which requires students and lecturers to collaborate throughout the university, and expand their horizon and network. This requires a different attitude from lecturers and different types of assessment in educational programs, and it requires universities to extend their network and partnerships with businesses and society. 22
Scenarios for Co-creation of the Future with Effectuation 6.3 New Dissertations and Research Approach Traditionally dissertations or theses follow a strong causation logic, taking causal steps, reasoning from beginning to end. This causation logic starts with a context analysis, that informs the formulation of the research question, which in turns directs the literature review, which then guides the methodology, which in turn determines how data is collected, and finishes with an analysis that answers the research question. A research design could alternatively follow an effectuation logic. Here, using a design thinking approach, students start by simultaneously asking questions and collecting data to understand the needs of people in their context. After a quick analysis a prototype is created, and feedback is solicited from the interviewee. Then several cycles of alteration occur. The contrast with the traditional approach in research is the speed of research cycle completion, the high number of research cycles, and the participatory approach in which problem definition and data collection take place at the same time. Research that follows an effectuation logic corresponds with action research with the active participation of practitioners (Mills, 2000). In evaluations of the dissertations there will be less emphasis on specific pre-defined learning outcomes and more on the creation of impact in practice. Students are assessed in their capacity as a team member and partner. Joint work is the rule and standalone individual projects are the exception. The focus in evaluation is on individual, personal growth and the identity of the student. There will be less emphasis on planning and reporting, and more emphasis on the final artifact that was designed and on the narrative in which the steps taken in the design process are discussed. Instead of a Go/No-Go approach that separates the planning and action phase, it is this narrative of the design process that informs the student how the next cycle needs to be improved. 7. Conclusion The scenario planning approach adopted in this paper is a technique that adopts a causation logic. By identifying the driving forces of effectuation that will cause effectuation either to remain a niche method, a method that is omnipresent, or anything in between, we thus have applied a causation logic to effectuation. This appears to be a paradox, as effectuation is not about planning and prediction. There is, however, no contradiction. Causation is a valid approach to decisionmaking in certain circumstances, whereas application of effectuation is valid in other situations. Whatever scenario for 23
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19. Scenarios for Co-creation of the Future with Effectuation

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