Eccles Business Buzz Podcast

S8E7: Introducing A Scientific Approach to Value Creation

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Season 8 continues with our conversations about the new strategic direction at the David Eccles School: societal impact.

Todd Zenger is the N. Eldon Tanner Chair in Strategy and Strategic Leadership and Presidential Professor at the David Eccles School of Business and Teppo Felin is the Douglas D. Anderson Endowed Professor of Strategy and Entrepreneurship at the Jon M. Huntsman School of Business at Utah State University.

Todd, and Teppo discuss their collaborative efforts to encourage a scientific approach to management and entrepreneurship. Together with host Frances Johnson, they explore how this novel methodology replaces conventional wisdom with a structured, theory-driven process for value creation, using examples like AirBnB and SpaceX. Their discussion underscores the significance of contrarian thinking, interdisciplinary collaboration, and the potential for extensive societal impact.

Episode Quotes

On using a scientific approach and testing their own theory.

[11:53] People, particularly entrepreneurs, are given a treatment where they’re encouraged to, sort of, develop theories and then engage in experimentation that’s, sort of, consistent with those theories and interpret the results of those experiments in a way that’s consistent with the theories. And what they find is better outcomes for those that have been treated with this kind of theory treatment, or they also find that they’re also more likely to pivot, that is, to shut down something that’s really flawed because they recognize that it’s actually inconsistent with [the] theory that they have. The hypotheses aren’t confirmed as opposed to an alternative approach, which is sort of [to] tell them to fail fast and just keep trying things until it works. And the problem is that that isn’t very resource-efficient experimentation, right? You can experiment till you’re blue in the face trying to find a peak out there that’s valuable, but unless you have a theory to guide you there, it’s actually likely to be a long and arduous process. So we’ve outsourced in many ways the empirical piece of this, but we’re thrilled at the current findings.

Solving more than business problems: An interdisciplinary initiative

[34:07] Todd and I have published, I don’t know, 20 something articles over the last dozen years together but we’ve also collaborated with people in cognitive science. We’ve worked with a complexity scientist, Stuart Kauffman at the Santa Fe Institute and others. And so there’s definitely, this is an interdisciplinary initiative where we’re building on insights from other disciplines and then also trying to leverage it into other spaces as well. So for me, absolutely, this is an interdisciplinary initiative. and places like the University of Utah are fantastic research institutions that have the breadth and depth of all these different disciplines and areas.

Todd and Teppo aim to drive a meaningful impact on society through their work.

[36:30] What we’re basically teaching is [that] people should be thinking about the process of value creation and creating contrarian future states in a scientific way that has application to essentially economic development; it has application to solving social problems; it has application to solving medical problems; [and] obviously, entrepreneurship. We see the potential for massive societal impact where in some sense, playing with and trying to sort of teach the architecture and try to create an intervention, an engine that helps really solve a whole set of problems that people are grappling with. And in that sense, we hope that the impact on society is enormous.

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