About the Book
Generating new ideas that create substantial value is at the very core of entrepreneurship. The IDEATE Method is an ideation method empirically proven to help students identify problems, develop creative solutions, and select the most innovate entrepreneurial idea. Authors Daniel Cohen, Gregory Pool, and Heidi Neck emphasize the importance of deliberate practice and repetition as they guide students through each phase of the method: Identify, Discover, Enhance, Anticipate, Target, and Evaluate. Goal-directed activities and self-reflection questions help students develop their entrepreneurial mindset and skillset.
Table of Contents:
Preface
Acknowledgmenta
About the Authors
Chapter 1: Introduction
Chapter 2: Identify
Chapter 3: Discover
Chapter 4: Enhance
Chapter 5: Anticipate
Chapter 6: Target
Chapter 7: Evaluate
Chapter 8: IDEATE 50 More
Chapter 9: Choose One Big, Valuable, Impactful, Feasible, and Profitable Idea
Notes
About the Author :
Dan Cohen, PhD, is the John C. Whitaker Executive Director and Professor of Practice at the
Center for Entrepreneurship at Wake Forest University. Over the course of his career, he has
taught entrepreneurship and strategy at the undergraduate, graduate, and executive levels. Since
coming to Wake Forest University in 2015, he has cofounded Startup Lab with Greg Pool and
completely revamped all aspects of the Center for Entrepreneurship. Before joining the faculty at
Wake Forest, Cohen was on faculty at Cornell from 2007 to 2015, where he founded and directed
eLab, Cornell’s entrepreneurship accelerator program hailed by Forbes magazine as a major driver
of Cornell’s ascent to a #4 national ranking in entrepreneurship. In 2012, Cohen was awarded Cornell’s
Robert N. Stern Memorial Award for Mentoring Excellence. His academic career began in
2005 when he accepted a faculty appointment at The University of Iowa’s Tippie College of Business.
While at The University of Iowa, Cohen earned accolades for teaching, advising, and mentoring
excellence. Cohen earned his PhD in management from Case Western Reserve University. He
studies how nascent entrepreneurs develop a passion for entrepreneurship and how, and under what
conditions, they form an entrepreneurial identity. He also researches how entrepreneurs develop
key capabilities, such as how to spot and develop valuable opportunities.
Before his academic career, Cohen had a successful 15-year entrepreneurial career that
included founding, growing, and successfully exiting his startup in 2005. Greg Pool, JD, MBA, is a lifelong entrepreneur. He started businesses during college at the University
of South Carolina Honors College and while attending Wake Forest University for law
school and business school. Greg has founded and cofounded several businesses that he has exited,
as well as leading turn-around and relaunch efforts. Greg was the entrepreneur-in-residence at
Wake Forest University before becoming director of Wake Forest’s startup accelerator, Startup
Lab, which he cofounded with Dan Cohen. Greg is now a member of the entrepreneurship faculty
at Wake Forest, where he specializes in helping entrepreneurs create early value in their companies.
In 2017, he was awarded the Russell D. and Elfriede Hobbs Faculty Award for Exceptional Support
of Entrepreneurship. Heidi Neck, Ph.D., is the Jeffry Timmons Professor of Entrepreneurial Studies at Babson College, where she also serves as the Academic Director of the Babson Academy. In this role, she is at the forefront of shaping the future of entrepreneurship education, influencing universities worldwide to rethink and innovate their approaches to teaching entrepreneurship. The Babson Academy, under Neck′s leadership, serves as a catalyst for this transformation, expanding access to high-quality entrepreneurship education and fostering a global community of educators dedicated to advancing the field.
A cornerstone of Neck’s work is her leadership of Babson’s Symposia for Entrepreneurship Educators (SEE) programs equipping faculty from around the world with the skills and knowledge necessary to teach entrepreneurship “entrepreneurially.” She emphatically believes that how we teach entrepreneurship is just as important, if not more important, than the content. Additionally, Neck founded the Babson Collaborative, which connects colleges and universities worldwide, helping them strengthen their capacity and capability in growing entrepreneurship education ecosystems. This global institutional membership organization provides a platform for knowledge exchange, collaboration, and professional development.
Throughout her tenure at Babson College, Neck has been recognized for her outstanding contributions to education at all levels, from undergraduate and graduate students to executive education learners. Her teaching excellence has been celebrated not only at Babson but also by prestigious international organizations, including the Academy of Management and the United States Association for Small Business and Entrepreneurship (USASBE). In 2016, she was named the Entrepreneurship Educator of the Year by The Schulze Foundation, an honor she received again in 2022 from USASBE for her continued innovation and leadership in entrepreneurship education.
Neck’s influence extends beyond the classroom and into the broader field of entrepreneurship education. As a Past President of USASBE, she has played a crucial role in shaping policies and initiatives aimed at improving entrepreneurship education. Her research focuses on key areas such as entrepreneurship education, the entrepreneurial mindset, ideation, and entrepreneurship within organizations. These interests have led to the development of influential academic works that have set new standards in entrepreneurship pedagogy.
As an accomplished author, Neck has made significant contributions to the field through her publications. Her widely adopted textbook, "Entrepreneurship: The Practice & Mindset," now in its third edition, has received numerous accolades, including the Breakthrough Book of 2018 award from Sage Publishing, the 2018 Most Promising New Textbook Award, and the 2021 Textbook Excellence Award from the Textbook & Academic Authors Association (TAA). The book is widely recognized for its innovative approach, emphasizing an experiential and practice-based perspective on entrepreneurship.
Neck’s latest textbook, "Introduction to Business: For a Sustainable and Entrepreneurial Future" takes a fresh approach by incorporating sustainability and an entrepreneurial mindset into general business education, aligning with contemporary trends in the field. Additionally, she is the lead author of "Teaching Entrepreneurship: A Practice-Based Approach," a two-volume series published by Elgar Publishing, which serves as a practical guide for educators seeking to implement experiential teaching methods in their classrooms. Overall, Neck has authored six books and more than 45 refereed articles, book chapters, and research monographs, solidifying her reputation as a thought leader in entrepreneurship education.
Beyond academia, Neck is a sought-after speaker and educator, regularly delivering keynotes and workshops on the importance of fostering an entrepreneurial mindset and leveraging entrepreneurship as a tool for positive societal impact. Her ability to translate complex concepts into practical, actionable insights has made her a respected voice in the field. She has also successfully bridged academia and practice by co-founding VentureBlocks, an entrepreneurship education technology company, and achieving a successful exit with FlowDog, a canine aquatic fitness and rehabilitation center near Boston. Additionally, she has served on the board of A. Wilbert’s & Sons, a seventh-generation, family-owned land-management company in Louisiana, further demonstrating her ability to apply entrepreneurial principles in diverse settings.
Neck’s academic journey began at Louisiana State University, where she earned her B.S. in Marketing. She went on to complete her MBA and Ph.D. in Strategic Management and Entrepreneurship at the University of Colorado at Boulder. Her multidisciplinary background, coupled with her passion for education and entrepreneurship, has shaped her approach to teaching and research, making her one of the most influential figures in entrepreneurship education today.
When she’s not inspiring the next generation of entrepreneurs or shaping the future of entrepreneurship education, Neck enjoys engaging in one of her newest passions: pickleball. Whether on the court or in the classroom, she continues to embody the entrepreneurial spirit, pushing boundaries and challenging conventional wisdom to drive innovation in education and beyond.
