Stuart Read is a Professor of Strategic Management at the Atkinson School of Management, Willamette University.

Saras Sarasvathy is the Isidore Horween Research Associate Professor at The Darden School of Business, University of Virginia.

Nick Dew is an Associate Professor of Strategic Management at the Graduate School of Business and Public Policy, Naval Postgraduate School.

Robert Wiltbank is the CEO of Galois, a software firm based in Portland, Oregon.

Part I: What We Know About Entrepreneurs and Entrepreneurship 1. Roadmaps, Myths and the Bahamas 2. Good Ideas Are Everywhere 3. Most Ventures Require Little Startup Capital 4. Fail Cheap And Learn Quickly 5. The Plunge Doesn't Have To Be A Plunge At All Part II: How (Expert) Entrepreneurs Think 6. Prediction, Risk and Uncertainty 7. Opportunities Are Created As Well As Discovered 8. Managing Uncertainty Through Control 9. The Effectual Logic Of Expert Entrepreneurs Part III: The Nuts And Bolts Of Venturing: Effectuation In Action 10.The Bird-In-Hand Principle: Start With What You Have 11. Transforming Means into Something Valuable 12. The Affordable Loss Principle: Risk Little, Fail Cheap 13. Using Slack for Bootstrap Financing 14. The Crazy Quilt Principle: Form Partnerships 15. Asking Potential Partners to Make Commitments 16. The Lemonade Principle: Leverage Surprise 17. Putting It Together: The Effectuation Process Part IV: I Am An Entrepreneur Now: How Far Can I Go? 18. Ownership, Equity And Control: Manage Stakeholders 19. Business Plans and Business Models 20. The Venture Grows Up: Create an Entrepreneurial Culture Part V: Applications of Effectuation 21. Brand as Venture Identity: Marketing You 22. Technology 23. Entrepreneurship As a Technology for Social Change Conclusion Directory of "Practically Speaking" Sections By Topic