Module 1, Topic 6
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Entrepreneurship as design

Ricky Porco October 20, 2022
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What constitutes a business opportunity and how do entrepreneurial businesses bring opportunities
to life as successful projects, brands, and launches in the marketplace? Usually, researchers and writers arrive at their descriptions and conclusions after the fact, telling us what they think are the reasons why some businesses succeed, and others fail. But that’s not helpful. It doesn’t help guide the entrepreneurial action that leads up to successful outcomes.

There’s a better way to think about seizing and capitalizing on opportunities: think of it as a design artifact.

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