Rotman Management

Four Paths to Opportunity Identification

In our work teaching innovation and entrepreneurship to students at the University of Sydney Business School and the California College of the Arts, we focus on four cognitive acts that comprise ‘design cognition’ — the type of thinking that fuels opportunity identification and formation. Understanding and embracing them can help to demystify the genius of the entrepreneur and bring more innovation to organizations.

In entrepreneurship as in design, every situation has a ‘problem frame’ and a ‘solution frame’. Each frame explains your point of view on the situation. For example, is the situation of single-passenger vehicles on congested freeways one of productivity or

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