Through Insights Ignited, Sara Whiffen is leading efforts to bring the science of effectuation into the corporate world. She conducts research, leads a practice, and has gained international recognition for her methods of applying effectuation to organizational environments. Sara held several corporate roles within Toyota where she was responsible for developing and launching new business lines and has run two start up organizations. She has consulted with many firms in the technology, packaged goods, financial services, real estate, healthcare, and retail industries. Sara specializes in working with Fortune 500’s and large institutions. She also serves as guest faculty at the University of Virginia’s Darden School of Business.