Goodbye Empathy, Hello Ownership: How Ethnography Really Functions in the Making of Entrepreneurs

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Human-Centered Innovation has come to be known as the central discipline in the entrepreneurial arena. Through three-years of directorship at Innovation Studio Fukuoka, a “citizen-led” innovation incubation platform in Japan, multiple approaches have been investigated and thus learned a successful to-be-entrepreneur him/herself has to co-own a concern with potential customers that evokes him/her a mission to pursue, that is beyond simply understanding customers with empathy. We witnessed ethnographic approach well facilitates the to-be-entrepreneur to meet an unaware yet intrinsic personal concern and nourish to co-own it with the customers. We also discuss what and how ethnographic praxis in industry can contribute to the entrepreneurial arena and propose a new role that we experienced ethnographers to take.

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