Society of Decision Professionals (SDP) invites you to join our April 2025 Webinar:
“Control Amid Uncertainty: Effectual Strategies for Industry Professionals”
Featuring: Heidi M.J. Bertels, PhD - CUNY College of Staten Island
Wednesday, April 30th, 8:00 AM – 9:00 AM PT | 11:00 AM – 12:00 PM ET
Abstract:
For industry professionals navigating complex organizational environments, innovation success demands a decision-making approach distinct from traditional analytical frameworks. Dr. Saras Sarasvathy's research reveals that successful entrepreneurs employ "effectuation" - a cognitive framework that offers valuable alternatives to the prediction-based approaches prevalent in established industries. While conventional strategic analysis typically relies on forecasting, scenario planning, and risk assessment to navigate market uncertainty, effectual thinking equips practitioners with complementary tools that emphasize action, resource utilization, and adaptive control. This session translates Sarasvathy's effectual principles from entrepreneurial contexts to industry applications, demonstrating how these approaches can enhance and supplement traditional decision analysis. Participants will engage in a hands-on workshop applying effectual thinking techniques to generate immediately implementable ideas using resources currently available within their organizations. You'll depart with practical methodologies to identify opportunities, leverage existing organizational assets, and drive strategic innovation—providing a valuable addition to your professional decision-making toolkit.
Meet the Speaker
Heidi M.J Bertels, PhD - Professor of Management and Blackstone LaunchPad at CSI Codirector, CUNY College of Staten Island
Heidi M. J. Bertels is a full professor of management at the Chazanoff School of Business, CUNY College of Staten Island (CSI), and campus codirector for Blackstone Launchpad, an entrepreneurial skill-building initiative that aims to close the equity gap. She also cofounded Plantsoon, a digital plant collections and visitor engagement platform, and advises European startups interested in expanding to the United States. She holds a PhD in innovation management from Stevens Institute of Technology in New Jersey, and a BS and MA in product development from the University of Antwerp, Belgium. An award-winning researcher, case writer, and teacher, she publishes in high-quality journals with academic and practitioner audiences. Before joining CSI, she taught at the University of Pittsburgh.
Moderator
David Matheson - President & CEO, SmartOrg Inc.
With decades of portfolio and innovation management experience, David is a leader in helping executives achieve better growth results. He is the President and CEO of SmartOrg – a company he cofounded in 2000 that provides software and services to support decision making and manage uncertainty. His qualifications include a Ph.D. in organizational decision making from Stanford University, as well as being a Fellow with the Society of Decision Professionals (SDP), where he recently served as president. He is also an educator, startup advisor, public speaker and author of “The Smart Organization” from Harvard Business School Press. When off from work, David gravitates towards his passion for cycling and dark chocolate.