The start-up discipline made suitable for established companies

Post from the frontier!

Unsuitable ‘big business tools’

“Most of what you hear about entrepreneurship is all wrong! It’s not magic; it’s not mysterious; and it has nothing to do with genes. It’s a discipline and like any discipline it can be learned.” – Peter Drucker

After half a century of practice, we know unequivocally that the traditional MBA curriculum for running large companies does not work for teams searching for and co-creating new, repeatable, scalable and profitable business models.

What we offer

We have developed Destination Unknown in order to provide you with a toolset and framework that will enable you to deliver and create value and growth in order to compensate for declining revenues, which are a result of utilizing old business models in unpredictable and uncertain markets.


Engaged people making affordable proposals that work

In just a couple months time, your employees will be transformed into true entrepreneurs. In addition to transforming in a way that will allow them to identify and develop new business opportunities, they will also begin to start thinking, deciding and acting like expert entrepreneurs. In many cases, most of the teams will generate more revenue during the program than the actual investment cost of the program itself.

Destination Unknown is to corporate entrepreneurship as to what Sigma Six is to operational excellence. Simply, it’s a rigorous approach that delivers results!

people engagement

Complex problems are best solved in a simple manner

As we have seen, most corporates spend a lot of time and money on people-engagement initiatives. It’s our suggestion that they invest in Corporate Effectuation programs, such as our Destination Unknown program. Implementing such programs within your organization will enable you to check 8 out of the 10 boxes above. The last two items on the list are items that only you can realize.

Amazing Team

Passionate Effectuators

Our team consists of a wide variety of professionals, each with their own expertise. Together we cover the entire spectrum of business. Please meet our passionate effectuators, all of whom are entrepreneurs and have impressive corporate backgrounds.

Corporate Effectuation

Dealing with dynamic & unpredictable environments

Now you know about the 5 principles of Effectuation. However, wouldn’t it be great if these easy-to-learn guidelines were within reach of the CEOs, CFOs, and CMOs at large companies that are looking for flexibility and guided entrepreneurship to help them navigate unpredictable and unstable environments? If you’re that organizational leader, look no further, because this is exactly why we developed Corporate Effectuation!

join the community

Corporate Effectuation is action oriented, focused on collaboration and the sharing of means. Coming together for the purpose of sharing knowledge and experience is an important element in increasing the speed of learning and improving your contextual awareness.

Do you consider yourself a corporate effectuator? Are you searching to learn what it can do for you? If so, we would love to meet you! Join us in the creation of the corporate effectuation movement.

Knowing what to do next!

We have made Effectuation suitable for companies

In recent years, established companies have turned into execution machines. While markets and business environments have transformed, many businesses continue to sell value propositions through the same known business models. Following the same methods and models while focusing purely on operational excellence has simultaneously caused them to focus on excellence in execution.

The quick changing pace in which these companies operate is no different than the changing pace in which highly successful expert entrepreneurs operate, they are each faced with many of the same obstacles and challenges. The world in which established companies operate is no longer predictable and stable. In order to keep up with the pace of change, corporate leaders, managers, and professionals must develop new skill sets for seeking out new opportunities and developing new business models that enable them to achieve valuable and sustainable growth. That is why we developed Corporate Effectuation, we can help. Effectuation describes how expert entrepreneurs think, decide and act.


Making a difference!

We believe that entrepreneurship can make a difference in the world and that is why we strive to spread the entrepreneurial mindset. We are passionate about teaching and are inspired by the initiative entrepreneurs take to make things happen!


We created this website for the purposes of sharing effectuation knowledge, inspiring others to apply our corporate effectuation body of knowledge in their daily business activities and to get into contact with professionals who would like to learn more about various business services we offer.

Please contact us if you would like to know more about our programs and what they can do for you. You can also call us at +31 (0)88 66 44 400 or send us a direct e-mail.


It’s a lot like dancing

We have a lot of tools that can be used to guide a team to new product or service developments. However, with each project we must decide which tools are most suitable for getting a particular job done.



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Our Ecosystem

Practice what you preach

We firmly believe in practicing what we preach. As a result, we strive to maximize the entrepreneurial experience of your employees by developing a solid ecosystem consisting of multiple collaborative partners.