Acesse a sua conta getAbstract para obter o resumo!

The Persuasive Entrepreneur

Acesse a sua conta getAbstract para obter o resumo!

The Persuasive Entrepreneur

How to Develop and Pitch Your Early-Stage Technology Startup

MIT Press,

15 min. de leitura
9 Ideias Fundamentais
Áudio & Texto

Sobre o que é?

Startup success depends on communication, collaboration, and constant iteration.

  • 0.5×
  • 0.75×
  • 1×
  • 1.25×
  • 1.5×
  • 1.75×
1×

Editorial Rating

8

getAbstract Rating

  • Applicable
  • Well Structured
  • Concrete Examples

Recommendation

Entrepreneurship requires more than inventiveness. It necessitates learning what people actually need, tailoring your offering to those needs, and clearly communicating its value to customers, partners, and investors. In this practical text, Clay Spinuzzi, a professor of rhetoric and writing at The University of Texas at Austin, draws on his research into technical communication, organizing, collaboration, and information flow to guide entrepreneurs in how to interview prospective customers, identify market pain, formulate and test a value proposition and business model, and learn from wins and missteps alike.

Summary

Entrepreneurs translate ideas into viable solutions through sustained dialogue with the market.

Many start-up founders subscribe to the “diffusion model” of entrepreneurship, believing that if an innovation is good, it will sell itself. They describe their ideas in terms of features and expect people to recognize the value of those features. But features aren’t everything. People want innovations that solve their real problems, fit into their existing systems, and are easy to adopt. The “translation model” recognizes these factors: An idea isn’t inherently good; it becomes good when the innovator adapts it to the needs of the market. Entrepreneurs who embrace this model shape their ideas to their markets through market dialogue: constant communication with an audience of potential customers, partners, suppliers, distributors, and investors.

Entrepreneurs translate their ideas into workable solutions by posing a hypothesis about the nature of the problem — “problematizing” — and then testing the hypothesis through conversations with the potential market to determine the likely level of interest. The entrepreneur then...

About the Author

Clay Spinuzzi is a professor of rhetoric and writing at The University of Texas at Austin, where he also teaches in the Human Dimensions of Organizations MA program and UT’s Extended Education Ventures. His research focuses on technical communication and how people organize, collaborate, and circulate information. He’s the author of five books, including Topsight 2.0: A Guide to Studying, Diagnosing, and Fixing Information Flow in Organizations and All Edge: Inside the New Workplace Networks.

Comment on this summary