E-Book Overview
Supported by extensive research and field-testing, Design-Centered Entrepreneurship presents a concise, problem-solving approach to developing a unique business concept. Step-by-step guidelines provide insight into exploring market problem spaces, uncovering overlooked opportunities, reframing customer problems, and creating business solutions. Basadur and Goldsby present students with a creative and practical approach to problem finding, perception, organizational culture, and ethics in the entrepreneurial field. Plenty of useful diagrams help to organize key concepts, making them easily accessible to readers. Drawing on methodologies from the design field, the book will help students of entrepreneurship fill in the missing piece that transforms opportunity recognition into a viable business concept.
E-Book Content
Design-Centered Entrepreneurship Supported by extensive research and field-testing, Design-Centered Entrepreneurship presents a concise, problem-solving approach to developing a unique business concept. Step-by-step guidelines provide insight into exploring market problem spaces, uncovering overlooked opportunities, reframing customer problems, and creating business solutions. Basadur and Goldsby present students with a creative and practical approach to problem finding and design in the entrepreneurial field. Plenty of useful diagrams help to organize key concepts, making them easily accessible to readers. Drawing on methodologies from the design field, the book will help students of entrepreneurship fill in the missing piece that transforms opportunity recognition into a viable business concept. Additional support for students and instructors, including a virtual Creative ProblemSolving Profile, can be found at www.basadurprofile.com. Min Basadur is Professor Emeritus of Organizational Behavior and Innovation at McMaster University, Canada, and founder of Basadur Applied Creativity. Michael Goldsby is the Stoops Distinguished Professor of Entrepreneurship, Chief Entrepreneurship Officer and Executive Director of the John H. Schnatter Institute for Entrepreneurship and Free Enterprise at Ball State University, USA. An old adage reads, “give a man a fish, feed him for a day; teach him how to fish, feed him for a lifetime.” With these words in mind, Goldsby and Basadur go beyond traditional entrepreneurship texts, not only providing information to the reader, but drawing from design theory to teach the aspiring entrepreneur how to recognize a legitimate opportunity and develop it into a viable business concept. Christopher P. Neck, Arizona State University, USA Basadur and Goldsby provide all of us with the tools to be “creative.” In an increasingly complex world, it is more important than ever to truly understand the problem before coming up with knee-jerk solutions. If you want to confidently solve complex problems in emotionally charged environments, read Design-Centred Entrepreneurship. Paul Heinrich, President and CEO, North Bay Regional Health Centre, Canada I believe that this book charts a path to entrepreneurial success. Its value lies in starting before the big idea that many aspiring entrepreneurs feel they need to begin. By quickly dismissing the necessity of beginning with a fully realized “game changing” idea in the first chapter, it sets the reader at ease and plants the notion that entrepreneurship is actually possible for them. From there it lays out a reasonable, doable, systematic path forward towards entrepreneurial success that is applicable across various fields, industries, and personal situations. I highly recommend this book to anyone wishing to begin or accelerate their entrepreneurial career. Thomas E. Nelson, University of Cincinnati, USA Only firms that recognize innovation begins with a problem and utilize this approach to empower their teams to develop