Teaching Social & Sustainable Entrepreneurship

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Academy of Mgmt PDW on teaching social & sustainable entrepreneurship -- see Jill Kickul's slides too!


Norris Krueger, PhD External Fellow, Max Planck Institute of Economics Entrepreneurship Northwest Academy of Management 6 August 2010 Teaching Social & Sustainable Entrepreneurship 1 So.. What IS entrepreneurship anyway? What is it that entrepreneurs do? Its about making money? Nope. OK, then its about starting a business? Not really. Its about figuring out ways to create & deliver value? 2 Key issues? What We Teach How We Teach Why We Teach? 3 Mental Prototypes What do YOU think when I say: social entrepreneur? sustainable entrepreneur? even and especially opportunity? Impact of role models like instructors What we teach will reflect our own mental prototypes (& how we teach it) 4 My mental prototype? Its Not About You (www.soulshelter.com/fortune/entrepreneurship-why-its-not-about-you/) Entrepreneurs create & deliver value Harness passion (& skills) in service of creating & delivering value Residual claimant model (ec dev) 5 Entrepreneurship: Its Not About You Looking across the living room of his expansive flat in Hong Kongs tony Victoria Peak neighborhood, Peter Hamilton spoke in the calm, slightly world-weary voice of a man who will never again worry about earning a living. The ones who made it, he said softly, are the ones who werent in it for the money. The fortune-seekers couldnt sustain their passion through the hard timesand there were hard times. What, then, is entrepreneurship about? Exploiting a market opportunity? Fame? Fortune? Proving yourself? First, a tip as to what entrepreneurships not about: Entrepreneurship is not about you. Its not about you getting rich, you proving something to the world, you struggling to overcome the odds. Rather, its about you helping other people achieve their goals. Now the question is, what do you CARE about? 6 WHAT We Teach 7 Return of the Heffalump? Social & Sustainable Entrepreneurship: Is It Growing or Just Getting Bigger? Does It Matter? 8 Big Tent? The Welsh, et al. Data 298 syllabi from around the world compiled in 2007 by Brock, Welsh, Steiner, and Krueger 86 (29%) were from universities outside the U.S. 2007 Worldwide survey - 269 faculty Compare mental models with pedagogy preferences What consistent patterns did we find? 9 Key Patterns Definitions all over the map Ask me how many syllabi mentioned ethics SE pedagogy also all over BUT Minimal experiential learning Surprisingly little entrepreneurship? 10 Patterns, continued No pattern in social entrepreneurship courses at best Entrepreneurship-trained instructors more project based but. Focusing on sustainable entrepreneurship yields a VERY different picture Decreasingly in b-schools? Design ethos 11 12 HOW We Teach 13 Two Kinds of Schooling (http://sethgodin.typepad.com/seths_blog/2010/07/two-kinds-of-schooling.html) "Type 1. You can take a class where you learn technique, facts & procedures. Type 2. You can take a class where you learn to see, learn to lead & learn to solve interesting problems. The first type of teaching isn't particularly difficult to do & it's something were trained to absorb. The first type of schooling can even be done with self-discipline & a Dummies book. Important but not scarce. The second kind, on the other hand, is where all real success comes from. It's really tricky to find and train people to do this sort of teaching, and anytime you can find some of it, you should grab it. Over and over I see the same thing--organizations refusing to do the difficult work of teaching people to see. One college dean was so stuck in his type-1ness that he couldn't even bring himself to participate in a session run by a gifted type 2 teacher. 14 Novice Expert Entrepreneurial Mindset Critical Developmental Experiences Change in what we know (content) Change in how we know it (knowledge structures) Change in Deep Beliefs But what deep beliefs are we changing? That we intend to change? 15 Herb Simons (1963) Levels 16 Getting at Deep Cognitive Structures Understand cognitive change = Neuroscience perspectives? And Why Not Neuro-entrepreneurship? Ultimatum game? (Prisoners Dilemma??) Develop maps, scripts/schemas Results already, just not in SocEnt? Sahakian team 'hot' cognitions Social versus economic dimensions of opportunity (Grichnik, Welpe & Krueger) and semi-lexicographic preferencing! (Krueger & Kickul) 17 Ultimatum games: This is your brain on unfairness 18 Horses & Jockeys? All this means the who is critical Novice ----- Expert * Deliberate practice * Mentoring by Experts New models: TechStars, Y-Combinator.. (but what also happens of interest?) 19 Lean and (Not so) Mean? Lean doesnt mean cheap.. It means FAST Lean could just as easily be called Learn! WHEN to be Lean? Extreme uncertainty Significant ambiguity (Type III errors) Startups scalable startups New Product Development / Tech Transfer Also sounds like Social / Sustainable / BOTP Minimize TOTAL time through the loop LEARN BUILD MEASURE IDEAS CODE DATA Source: Eric Ries, The Lean Startup Failing fast is also a misnomer fail FORWARD which means Better your assumptions fail than your biz Forces attention on Value (benefits>>features) Build Test/Measure Learn (L,R,R) OK, To YOU what IS. Social entrepreneurship? ..for that matter Sustainable entrepreneurship? 23 24 But. "We should aim to not only become Ph.D's, but Ph.Do's too! The world needs leaders who act, more than ever." -John Hope Bryant For more info: Norris.Krueger@gmail.com @entrep_thinking www.Youtube.com/IgniteBoise - look for my video! 25 Extra backup slides hereafter To cover possible questions... Need to add back the other data slides from Krueger & Welsh on syllabi/survey) 26 Passion Are entrepreneurs passionate? Are social/sustainable entrepreneurs even more passionate (possibly about more things?) Vallerands dichotomy? Entrepreneurial intensity? Passion as lexicographic preferencing? 27 Cingulate (yellow), orbitofrontal (pink), amygdala (orange), somatosensory (green), insula (purple) 28 One last neuro angle (last NYU conf) Passion: Semi-Lexicographic Preferences? Multiple attributes MCDM Heuristic thinking Bounded rationality (reduced evoked set) Categorization theory (simplifying) Effectuation theory? (starting with what you have) Human reality: Lexicographic preferencessort of Non-compensatory vs. compensatory preferences (tradeoffs vs. deal-breakers) Deal-breakers = sources/channel of passion? Are social/sustainable entrepreneurs even more passionate (possibly about more things?) 29 Mapping supraeconomic opportunity space Alternative supraeconomic opportunity spaces (2 domains) (intersection) (union) Alternative supraeconomic opportunity spaces (3 domains) (intersection) (union) (complex) 30 31 Figure 4: Utilities by Attribute 0 0.2 0.4 0.6 0.8 1Growing Very FastNot GrowingCompeting on QualityCompeting on PriceHigh TechLow TechSeeking new product marketsDefending existing product marketsFunded through external capitalFunded internallySeeking strong financial performanceNot placing a high priority on financial performaneNot emphasizing social responsibilityConsciously focusing on being socially sustainableIntentionally seeking to be environmentally sustainableNot emphasizing environmental sustainabilityCompetitive Conditions are chaiging rapidlyCompetitive conditions are stable32


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