The Startup
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The Startup

An Attempt to Explain the Most Difficult Concept in Entrepreneurship

Most people think the purpose of entrepreneurship is to build and sell a product. That’s wrong. The purpose of entrepreneurship is to capture a market opportunity. The building and selling of products is a mechanism entrepreneurs can use to capture market opportunities. This may seem like a subtle distinction, which is part of what makes it difficult to grasp, but all…




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Aaron Dinin, PhD

Aaron Dinin, PhD

I teach entrepreneurship at Duke. Software Engineer. PhD in English. I write about the mistakes entrepreneurs make since I’ve made plenty. More @

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