Entrepreneurial Valuation

Value is a verb, and entrepreneurial valuation is the process of figuring out what others (should) value. The process is a challenging one, fraught with difficulties. If you are considering your own entrepreneurial journey, how do you start? How do you come up with a good idea? How do you know if your idea is good or if consumers would pay for it? Entrepreneurial Valuation brings to life cutting-edge research on value theory, challenging the prevailing wisdom that entrepreneurial valuation is as simple as asking consumers what they want. In fact, consumers often don't know what they (should) want. Value is a learning process, and consumers are learning what to want over time. Entrepreneurial Valuation will teach you how to follow consumers through this value learning process until you understand them enough to lead themon their journey. Dr. Packard drills deeply into foundational principles of economics and psychology so that readers can profoundly and completely understand, not merely what techniques to try, but why his prescribed model of delivering value works so well. His science-based approach to value and empathy is not just irrefutably legitimate, it will also transform your ability to understand, persuade, and satisfy customers.Dr. Brent B. Clark, College of Business Administration, University of Nebraska Omaha, USA Dr. Mark D. Packard argues that we have fundamentally misunderstood the concept of value and, as a result, entrepreneurs depend on luck to become successful. In this highly instructive book, Dr. Packard presents a new and better way of thinking about value and explains what it means for entrepreneurship in both theory and practice.Dr. Per L. Bylund, Spears School of Business, Oklahoma State University, USA