Bricolage Theory
Bricolage Theory: Making Something Out of Nothing
How do entrepreneurs build companies when they have zero capital, no investors, and limited resources? They practice Bricolage.
The concept is credited to French anthropologist Claude Lévi-Strauss (1962). In his book The Savage Mind, he introduced the concept to show that indigenous peoples were just as innovative as "civilized" peoples, but their method of innovation was different. He compared two distinct archetypes: the Engineer and the Bricoleur.
The Great Debate: Bricoleur vs. Engineer
This analogy is the foundation of the theory. It describes two opposing ways of solving problems:
- The Engineer (Rational Planning): The engineer plans ahead. Before starting a project, they gather the exact raw materials and tools designed for the specific task. If they lack a resource, they wait until they can acquire it.
- The Bricoleur (Radical Experimentation): The bricoleur "makes do" with whatever is at hand. They do not wait for the perfect tool; they improvise. They look at a pile of "junk" and see a solution.
In the context of startups, the Engineer writes a 50-page business plan and seeks VC funding. The Bricoleur starts selling out of their garage using a personal credit card and free software.
Resource Construction: The Art of "Making Do"
In modern entrepreneurship, Baker and Nelson (2005) adapted this theory to explain how ventures emerge in resource-poor environments.
The key driver is the concept of "Making Something from Nothing." In this context, "Nothing" refers to resources that others view as useless or substandard. A Bricoleur refuses to accept the limitations of their environment. Instead, they:
- Physical Bricolage: Retrofitting old machines or using software for unintended purposes ("hacks").
- Labor Bricolage: Utilizing friends, family, or customers as unpaid workforce.
- Institutional Bricolage: Bending social norms or regulations to create a new market space.
By shunning traditional standards of what constitutes a "legitimate" resource, the Bricoleur lowers the cost of entry to almost zero.
Why It Matters
Bricolage theory challenges the "Silicon Valley" narrative that you need millions in funding to innovate. It suggests that constraint is not a barrier to creativity—it is the cause of it. It explains the survival strategies of entrepreneurs in developing nations, economically depressed regions, and bootstrapped garages worldwide.
Video: The Concept of Bricolage
References
Baker, T., & Nelson, R. E. (2005). Creating something from nothing: Resource construction through entrepreneurial bricolage. Administrative Science Quarterly, 50(3), 329-366.
Lévi-Strauss, C. (1962). La Pensée Sauvage (The Savage Mind). Paris: Plon.
