Elements of Entrepreneurial Expertise
- New Horizons in Entrepreneurship series
Chapter 7: Entrepreneurship as a Science of the Artificial
7. Entrepreneurship as a science of the artiﬁcial Eﬀectuation is a design logic for making things in a human-made universe. In other words, eﬀectual entrepreneurship is a science of the artiﬁcial (Simon, 1981). 7.1 MAKER, MAKING, MADE Mrs Tarleton: You always were one for ideas, John. Tarleton: You’re right, Chickabiddy. What do I tell Johnny when he brags about Tarleton’s Underwear? It’s not the underwear. The underwear be hanged! Anybody can make underwear. Anybody can sell underwear. Tarleton’s Ideas: that’s what’s done it. I’ve often thought of putting that up over the shop. George Bernard Shaw, in Misalliance (1909) Shaw’s John Tarleton is a self-made millionaire and founder of Tarleton’s Underwear. He believes in all things new. He built his business out of new products, new technologies and new eﬃciencies and is always on the lookout for new things. He uses his surplus millions to endow free libraries and is continually energized by people and ideas that seek to create a new order and new worlds, and perhaps even a new species, the next step in our evolutionary destiny – an enterprise close to Shaw’s heart. Tarleton sees himself as a creative thinker, a man of ideas, who just happens to make and sell underwear. The world’s speciﬁcations for the underwear are so speciﬁc that they practically deﬁne the shape of the solution; what scope then for creativity, design, and changing the world? As an entrepreneur, artist and friend of philosophers and scientists,...
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