teaching social & sustainable entrepreneurship

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Norris Krueger, PhD External Fellow, Max Planck Institute of Economics Entrepreneurship Northwest Academy of Management 6 August 2010 Teaching Social & Sustainable Entrepreneurship 1

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

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Page 1: Teaching Social & Sustainable Entrepreneurship

Norris Krueger, PhD

External Fellow, Max Planck Institute of Economics

Entrepreneurship Northwest

Academy of Management

6 August 2010

Teaching Social & Sustainable

Entrepreneurship

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Page 2: Teaching Social & Sustainable Entrepreneurship

So…..

What IS “entrepreneurship” anyway? What is it that entrepreneurs do?

It’s about making money?

Nope.

OK, then it’s about starting a business?

Not really.

It’s about figuring out ways to create & deliver value?

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Page 3: Teaching Social & Sustainable Entrepreneurship

Key issues?

• What We Teach

• How We Teach

• Why We Teach?

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Page 4: Teaching Social & Sustainable Entrepreneurship

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)

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Page 6: Teaching Social & Sustainable Entrepreneurship

Entrepreneurship: It‟s Not About You

Looking across the living room of his expansive flat in Hong Kong‘s

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 weren‘t in it for the money. The fortune-seekers

couldn‘t sustain their passion through the hard times—and there

were hard times.‖

What, then, is entrepreneurship about?

Exploiting a market opportunity? Fame? Fortune? Proving yourself?

First, a tip as to what entrepreneurship‘s not about: Entrepreneurship is

not about you. It‘s not about you getting rich, you proving something

to the world, you struggling to overcome the odds.

Rather, it‘s about you helping other people achieve their goals.

Now the question is, what do you CARE about?

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WHAT We Teach

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Page 8: Teaching Social & Sustainable Entrepreneurship

Return of the Heffalump? Social & Sustainable Entrepreneurship:

Is It Growing or…

Just Getting Bigger?

Does It Matter?

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Page 9: Teaching Social & Sustainable Entrepreneurship

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?

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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?

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Page 11: Teaching Social & Sustainable Entrepreneurship

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

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HOW We Teach

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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

we‘re 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.

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Page 15: Teaching Social & Sustainable Entrepreneurship

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?

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Page 16: Teaching Social & Sustainable Entrepreneurship

Herb Simon‘s (1963) Levels

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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

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Ultimatum games: This is your brain on unfairness

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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

Page 20: Teaching Social & Sustainable Entrepreneurship

Lean and (Not so) Mean?… ―Lean‖ doesn‘t 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

Page 21: Teaching Social & Sustainable Entrepreneurship

Minimize TOTAL time through the loop

LEARN BUILD

MEASURE

IDEAS

CODE DATA

Source: Eric Ries,

The Lean Startup

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―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)

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OK, To YOU what IS….

• Social entrepreneurship?

• ..for that matter…

• Sustainable entrepreneurship?

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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:

» [email protected]

» @entrep_thinking

» www.Youtube.com/IgniteBoise - look for my video!

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Extra backup slides hereafter

• To cover possible questions...

• Need to add back the other data slides

from Krueger & Welsh on syllabi/survey)

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Passion

• Are entrepreneurs passionate?

• Are social/sustainable entrepreneurs even

more passionate (possibly about more

things?)

• Vallerand‗s dichotomy?

– Entrepreneurial intensity?

• Passion as lexicographic preferencing?

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Cingulate (yellow), orbitofrontal (pink), amygdala (orange), somatosensory (green), insula (purple)

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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 preferences…sort 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?)

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Mapping supraeconomic opportunity space

Alternative supraeconomic opportunity spaces (2 domains)

(intersection) (union)

Alternative supraeconomic opportunity spaces (3 domains)

(intersection) (union) (complex)

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Figure 4: Utilities by Attribute

0 0.2 0.4 0.6 0.8 1

Growing Very Fast

Not Growing

Competing on Quality

Competing on Price

High Tech

Low Tech

Seeking new product markets

Defending existing product markets

Funded through external capital

Funded internally

Seeking strong financial performance

Not placing a high priority on financial performane

Not emphasizing social responsibility

Consciously focusing on being socially sustainable

Intentionally seeking to be environmentally sustainable

Not emphasizing environmental sustainability

Competitive Conditions are chaiging rapidly

Competitive conditions are stable

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