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ENTREP 1EN3

Entrepreneurial Discovery I

Undergraduate

Fall 2026 · C01

Readings

  • The Art Of Noticing
    Rob Walker · Required
    ISBN 9780525521242
Fall 2026

Topics

  • Entrepreneurial discovery
  • Observation
  • Interviews
  • Evidence synthesis
  • Opportunity framing
  • Human-centered design
  • User needs
  • Basic market sizing
  • Problem statements
  • Experiment design
  • Creative attention
  • Bias and reasoning

Readings

  • The Art of Noticing: 131 Ways to Spark Creativity, Find Inspiration, and Discover Joy in the Everyday
    Rob Walker · required
  • The Field Guide to Human-Centered Design
    IDEO.org · required
  • Required coursepack reading: Ethnographic Research: A Key to Strategy.
    See source
  • Required coursepack reading: Marco Iansiti and Ellen Stein, Understanding User Needs.
    See source
  • Required coursepack reading: Claudia Rothke and Robert Wayne Gregory, Qualitative Customer Research.
    See source
  • Required coursepack reading: Clayton M. Christensen, Taddy Hall, Karen Dillon and David S. Duncan, Know Your Customers’ Jobs to Be Done.
    See source
  • Required coursepack reading: Heidi Grant, How to Get Better at Spotting Opportunities.
    See source
  • Required coursepack reading: Jim Zuffoletti, The Lemonade Principle.
    See source
  • Required coursepack reading: John Beshears and Francesca Gino, Identifying the Biases Behind Your Bad Decisions.
    See source
  • Required coursepack reading: Syed Salman Ahmad, Sheetanshu Mishra and Santosh Kumar, Motivated Reasoning, Leadership and Team Performance.
    See source
  • Required coursepack reading: Donald N. Sull, Disciplined Entrepreneurship.
    See source
Sources