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Jaroslavs Kaplans
BUSINESS INCOGNITA
How to expand borders of entrepreneurs' mindset
Jaroslavs Kaplans and his book
The book “Business Incognita: How to expand borders of entrepreneurs' mindset»
by Jaroslavs Kaplans explores the depths of "Business Intellect," a unique form of intelligence critical for modern entrepreneurship. This comprehensive work serves as both a guide and a research journey through the principles of value perception and the entrepreneurial task. The author emphasizes that creating value goes beyond merely possessing a product; it requires a keen understanding of how target markets perceive that product's worth.
Kaplans identifies the "entrepreneurial task" as distinct from other business disciplines like management or finance, centered on making three critical decisions: identifying the ideal interaction context with clients, defining the target audience, and aligning the product to meet that audience's expectations. The book provides a multi-layered analysis, breaking down value perception, optimization, and capture—illustrated through various market examples.
The book’s structure is designed to guide readers progressively. It starts with fundamental concepts, examining how entrepreneurs can understand and create value in a shifting landscape, marked by rapid technological and societal changes. Each chapter delves into different aspects of value: structure and function of tasks, category creation, factors that impede business intellect, and underlying laws that define entrepreneurial success.
Kaplans draws on metaphors from geography and exploration to depict the entrepreneur’s journey, likening it to uncharted territories once marked "Terra Incognita" on ancient maps. This adventurous narrative style encourages readers to approach business with an explorative mindset, understanding the world beyond their “aquarium” to uncover unforeseen opportunities and adapt to shifting market currents.
“Business Incognita: How to expand borders of entrepreneurs' mindset» appeals to a broad audience—from start-up founders to seasoned executives—who seek to enhance their strategic approach to value creation.
by Jaroslavs Kaplans explores the depths of "Business Intellect," a unique form of intelligence critical for modern entrepreneurship. This comprehensive work serves as both a guide and a research journey through the principles of value perception and the entrepreneurial task. The author emphasizes that creating value goes beyond merely possessing a product; it requires a keen understanding of how target markets perceive that product's worth.
Kaplans identifies the "entrepreneurial task" as distinct from other business disciplines like management or finance, centered on making three critical decisions: identifying the ideal interaction context with clients, defining the target audience, and aligning the product to meet that audience's expectations. The book provides a multi-layered analysis, breaking down value perception, optimization, and capture—illustrated through various market examples.
The book’s structure is designed to guide readers progressively. It starts with fundamental concepts, examining how entrepreneurs can understand and create value in a shifting landscape, marked by rapid technological and societal changes. Each chapter delves into different aspects of value: structure and function of tasks, category creation, factors that impede business intellect, and underlying laws that define entrepreneurial success.
Kaplans draws on metaphors from geography and exploration to depict the entrepreneur’s journey, likening it to uncharted territories once marked "Terra Incognita" on ancient maps. This adventurous narrative style encourages readers to approach business with an explorative mindset, understanding the world beyond their “aquarium” to uncover unforeseen opportunities and adapt to shifting market currents.
“Business Incognita: How to expand borders of entrepreneurs' mindset» appeals to a broad audience—from start-up founders to seasoned executives—who seek to enhance their strategic approach to value creation.
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