Design-Centered Entrepreneurship

Supported by extensive research and field testing, the book presents a step-by-step creative problem-solving approach to developing a unique business concept. Specific guidelines are given on exploring market problem spaces, uncovering overlooked opportunities, reframing customer problems, and creating business solutions.

Drawing on methodologies from the design field, Design-centered Entrepreneurship will help students of entrepreneurship fill in the missing piece that transforms opportunity recognition into a viable business concept.