Feitag Brothers Case Study

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Pages: 7

How did the two Freitag brothers became innovated and entrepreneurs?
1993, Switzerland
Markus Freitag, an art student in living in Zurich then needed a waterproof bag to hold his paper worksheets against the damp Swiss winters. He lived near a freeway where a lot of trucks covered in robust tarpaulin, passed by. Tarpaulins are known for it’s high resistance against water and have the ability to keep everything in one place. It was ideal for covering things while moving. Hence, due to this reason tarpaulin became the solution to his need.
The Freitag brothers were well aware of environmental problems caused by bike products, recycling and ecology. They also looked into people general psychological need for wanting something unique and
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Rather than spending days developing an ideal vision and building a perfect plan, which would anyway be eradicated after the first encounter with reality, they act in everyday life and take advantage of surprises whether it be good or bad. The certainty of surprises to come do not translate into negativity but prohibits the necessity of vision.
5. Pilot in the plane principle: Be the pilot in the plane.
Beneath effectuation there lies a specific view of the future, according to which is not something that happens and that one can try to predict, but something that entrepreneurs build. Nothing can be determined and there are no foreseeable trends. The future is the result of the imagination of entrepreneurs and their act combined with those of others. Consequently, there are practically no limits to entrepreneurial action. It may start small and can end up changing the world in unpredictable ways.
These principles challenge common misconceptions about entrepreneurship and explain how the future is created – which is not the result of the action of a futurist sorcerer but by millions of committed people acting purposefully and convincing others to help them in their project as