0.3 A normative Study?
As Watzlawick, (2002) author of “The Situation Is Hopeless, but Not Serious (The Pursuit of
Unhappiness)” pointed out absolutely correctly, we are drowning in a wave of ‘how to’ guides,
allowing the benevolent and struggling seeker, easy to follow, but equally shallow solutions and
recipes to such profound questions such as: how to become happy, how to become rich, a
leader, a perfect partner etc. Even though well intended, the ‘solutions’ are most of the time
simply dogmatic oversimplifications. Subsequently, due to the massive publication of this kind of
normative prose, critical and scientific normative investigations have lost acceptance in the
community, resulting in rather descriptive and analytic but less solution oriented publications.
This research attempts a normative proposition of entrepreneurship as a positive attractor, or
paradigm, and one that does so by engaging the seeker in a (possibly collective) midwife
process meant to rouse the internal locus of control and to cause the examination of one’s
values, practices and interrelations. It is thus less of a manual, and more of a normative
scaffolding allowing for institutional (or personal) development with a supportive memetic
structure, ultimately facilitating learning in the Vygotzkian sense (Boudourides, 2003; Watson,
Audio Lectures).



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