School of Communication Arts 2.0

Note to Mentors

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Unit Purpose and Aims

The purpose of this unit is to;

In this unit the learner will learn about Ideaprenurism, key principles behind it and the differing philosophies and approaches of existing key Ideapreneurs.

Learning Outcomes

Learners will;

1.  Understanding the role and nature of an Ideapreneur

Learners can;

1.1  Explain the nature of this new role in the work economy

1.2 Research existing Ideapreneurs, and Ideapreneurs from history

1.3 Agree the definition of an Ideapreneur

Definition of an Ideapreneur

Commercivity Introduction

Prominent Ideapreneurs

2. Understand what qualities successful Ideapreneurs possess and how they add value in the business world

2.1 Identify and articulate any patterns of behaviour observed across a group of Ideapreneurs

2.2  Explain how they will develop this role and describe what is expected of them.

2.3 Discuss what economic, social and cultural forces are shaping this emerging role.

SMLXL: Reboot

Innovation in Open Networks

Commercivity – The Business Perspective

Learning Tools, Resources & Links

Things that will help the learner develop understanding of this unit;

Mentors – please add your ideas, examples, case studies, links to articles, videos, etc. here.

What is an Ideapreneur?

The word was inspired by Peter F Drucker’s book Innovation and Entrepreneurship in which Drucker explains the relationship between innovation and entrepreneurship. ‘Innovation is a discipline, with its own, fairly simple rules. And so is entrepreneurship. Neither of them requires geniuses. Neither of them will be done if we wait for inspiration and the kiss of the muse. Both are work. And only those businesses, and those business executives, who accept this are likely to survive.’

Ideapreneurs are people who succeed in first identifying the opportunity for change in a field, and then execute a strategy that creates shareholder value by bringing innovation into the field.

In his book, Innovation and Entrepreneurship, Drucker describes McDonald’s Ray Kroc as the archetype ideapreneur. Kroc identified the opportunity for a standardised fast-food experience and developed innovation that standardised everything from food-production, food quality, staff training, customer service – even the layout of the store.

Prominent Ideapreneurs That Students Could Research

THIS LIST NEEDS TO BE EXPANDED. A NUMBER OF HISTORICAL EXAMPLES OF IDEAPRENEUR ARE DISCUSSED IN DRUCKER’S BOOK

Steve Jobs – Apple were not the first to launch personal computers, MP3 players or mobile phones, but they have earned their reputation for producing game-changing innovation in each field. Jobs is often described as a visionary leader. Students may find it enlightening to read The Second Coming of Steve Jobs.

John de Mol – Some fifty years after George Orwell wrote about Big Brother in his book, 1984, de Mol developed a television format that inspired a wave of reality television programming. This link shows the countries where the format for Big Brother has been sold to television networks.

Sir James Dyson – Although he has brought many innovations to market, the name Dyson will always be synonymous with bag-less vacuum cleaners – something he started working on in the late 1970s. There are good videos of Sir James Dyson on YouTube  here, here, and here.

When you research some of these people, use multiple sourcesnot just the approved and sanitised biographies and ask yourself were these people the real ideapreneurs in their companies or did they take the work of others and bring it successfully to a wider market. Whats the true role of the ideapreneur – the initial idea or the person that rolls that out to a wider audience. What about the compromises needed to get the investment needed -was it worthwhile – did the end justify the means? A good debate to have!

Innovation in Open Networks

Download: Commercivity introduction

Download: Commercivity – the business perspective

SMLXL: Reboot

By Alan Moore