The purpose of this website is to promote the practice of entrenovation and the entrenoveurs who manage the innovation process. Entrenoveurs innovate.
About a century ago Joseph Schumpeter coined the phrase: Creative Destruction, the result of an innovation that satisfies the unfulfilled demands of a market or creates a new market. It is a demand-side response that disrupts existing markets; the change engine that drives the world forward. Creative Destruction is an evolutionary process we can watch in real-time.
Whether in the context of promoting corporate organic growth, or of a novel-idea intended to become a successful business, the practice of entrenovation, managed by an entrenoveur, will be employed to complete the conversion of a novel-idea into a business-ready product or service.
A pure example of entrenovation in action would have an entrenoveur identify a novel-idea and manage the validation and development of the idea to create a product or service capable of disrupting an existing market paradigm while achieving its full economic potential as the leader in its market.
The entrenoveurial-entrepreneurial Tango at the intersection of the developed idea and a business initiative requires serious attention. This dance is not addressed in depth by the material presented on this website, other than to note that entrenoveurial management shares with entrepreneurial management responsibility for the integration of a developed product or service into a business or to start a new business.
Rather, this website is intended to describe entrenovation as the practice employed by entrenoveurs; much like the practice of project management guides project managers.
Labels can be misleading.
A personal note – If labels are used at all, I prefer labels that are self-defining and do not require qualification.
Two examples of widely-used labels that I believe are misleading follow:
- The Start-up. When I read, or hear, this term I think of a new venture striving to achieve commercial reality. However, there are differing views of when a venture becomes a start-up and when it is no longer a start-up. People with an undeveloped idea often think of their venture as a start-up. As well, Uber and Lyft before their IPOs were sometimes still referred to as start-ups. Clearly those two examples are in different universes. Without a defining statement the term start-up, in and of itself, has become meaningless. As you may notice, the word start-up, does not appear elsewhere on this website.
- The Entrepreneur. Similarly, through common usage, an entrepreneur may describe: a person working in the proverbial garage on an undeveloped novel-idea that may represent a commercial opportunity; and, a person who is starting, or has started, and is managing a company that markets and sells a developed product or service. I find it difficult to think of those two individuals each being entrepreneurs. By definition, an entrepreneur starts and manages a business. On the other hand, a novel-idea is not a business until it becomes a market-ready, entrenoveur developed, product or service.
The Case for a New Word – “Entrenovation”
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