Nicholas H. Kirk is a highly driven international business professional with 8+ years of experience in new business creation and data analysis. After performing research in artificial intelligence in multiple European institutions, Nicholas founded Cambridge Humanae, a venture capital-funded company reducing burnout risk of soldiers, which created a system now adopted by multiple Ministries of Defense.Lamberto Zollo is Associate Professor in Management at the University of Milan, Italy, with research interests mainly related to quantitative methods (such as exploratory and confirmatory factor analysis, multivariate analysis, and structural equation modeling). His research has been published in international journals such as Journal of Business Ethics, Journal of Managerial Psychology, and Journal of Business Research.

• Part IChapter 1. The rationale for Entrepreneurship and a structure to navigate through its uncertaintyChapter 2. Talking to customers and looking for problemsChapter 3. Identifying and describing novel valueChapter 4. Meeting market’s expectations: the importance of early prototyping and validationChapter 5. Framing and positioning in the bigger pictureChapter 6. EU vs US: The European position in the global framePart IICase Study: Olive Oil CommercializationPart IIIPractitioners' notes. IntroductionPractitioners' note 1. Vision StructuringPractitioners' note 2. Beachhead Market SelectionPractitioners’ note 3. Value Proposition DefinitionPractitioners' note 4. People OrchestrationPractitioners' note 5. Financial ViabilityPractitioners' note 6. Return and Risk OptimalityPractitioners' note 7. Selling & NegotiationPractitioners' note 8. FundraisingPractitioners’ note 9. Execution Modalities

Nicholas H. Kirk is a highly driven international business professional with 8+ years of experience in new business creation and data analysis. After performing research in artificial intelligence in multiple European institutions, Nicholas founded Cambridge Humanae, a venture capital-funded company reducing burnout risk of soldiers, which created a system now adopted by multiple Ministries of Defense.Lamberto Zollo is Associate Professor in Management at the University of Milan, Italy, with research interests mainly related to quantitative methods (such as exploratory and confirmatory factor analysis, multivariate analysis, and structural equation modeling). His research has been published in international journals such as Journal of Business Ethics, Journal of Managerial Psychology, and Journal of Business Research.

• Part IChapter 1. The rationale for Entrepreneurship and a structure to navigate through its uncertaintyChapter 2. Talking to customers and looking for problemsChapter 3. Identifying and describing novel valueChapter 4. Meeting market’s expectations: the importance of early prototyping and validationChapter 5. Framing and positioning in the bigger pictureChapter 6. EU vs US: The European position in the global framePart IICase Study: Olive Oil CommercializationPart IIIPractitioners' notes. IntroductionPractitioners' note 1. Vision StructuringPractitioners' note 2. Beachhead Market SelectionPractitioners’ note 3. Value Proposition DefinitionPractitioners' note 4. People OrchestrationPractitioners' note 5. Financial ViabilityPractitioners' note 6. Return and Risk OptimalityPractitioners' note 7. Selling & NegotiationPractitioners' note 8. FundraisingPractitioners’ note 9. Execution Modalities

Nicholas H. Kirk is a highly driven international business professional with 8+ years of experience in new business creation and data analysis. After performing research in artificial intelligence in multiple European institutions, Nicholas founded Cambridge Humanae, a venture capital-funded company reducing burnout risk of soldiers, which created a system now adopted by multiple Ministries of Defense.Lamberto Zollo is Associate Professor in Management at the University of Milan, Italy, with research interests mainly related to quantitative methods (such as exploratory and confirmatory factor analysis, multivariate analysis, and structural equation modeling). His research has been published in international journals such as Journal of Business Ethics, Journal of Managerial Psychology, and Journal of Business Research.

• Part IChapter 1. The rationale for Entrepreneurship and a structure to navigate through its uncertaintyChapter 2. Talking to customers and looking for problemsChapter 3. Identifying and describing novel valueChapter 4. Meeting market’s expectations: the importance of early prototyping and validationChapter 5. Framing and positioning in the bigger pictureChapter 6. EU vs US: The European position in the global framePart IICase Study: Olive Oil CommercializationPart IIIPractitioners' notes. IntroductionPractitioners' note 1. Vision StructuringPractitioners' note 2. Beachhead Market SelectionPractitioners’ note 3. Value Proposition DefinitionPractitioners' note 4. People OrchestrationPractitioners' note 5. Financial ViabilityPractitioners' note 6. Return and Risk OptimalityPractitioners' note 7. Selling & NegotiationPractitioners' note 8. FundraisingPractitioners’ note 9. Execution Modalities