The principal purpose of this website is to reduce communication confusion by introducing the word entrenovation. It is intended to help distinguish innovative activity from the practice of starting and managing a business.

The need became evident while examining the nature of a new venture as it moved from start-up to business status. The reality is that upon a company becoming a business, it is no longer a start-up, it is a business and requires skill sets different than those required to move an innovative idea forward.

An entrenovial practice, which addresses innovation, is not the same as an entrepreneurial practice, which addresses starting and managing businesses.

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