Entrepreneurial Journey

The Entrepreneurial Journey: The Butterfly’s Evolution From Story to Start-up is a narrative textbook that blends storytelling with entrepreneurial learning, guiding readers through the challenges, lessons, and transformations of building a startup.

This book uniquely combines storytelling with practical entrepreneurial education, offering readers an immersive experience into the world of startups. Through the journey of Nela, a visionary entrepreneur, readers are introduced to essential concepts such as opportunity recognition, business models, customer discovery, funding strategies, and leadership. The narrative approach transforms abstract theories into relatable, real-life scenarios, making it easier to understand and apply these principles.

Readers will witness the emotional and practical challenges of entrepreneurship, including resilience through setbacks, pivoting strategies, and balancing personal and professional ambitions. The book also emphasizes the importance of mentorship, team building, and leveraging technology to create scalable solutions. By following Nela’s story, readers not only gain technical knowledge but also develop a deeper appreciation for the human side of entrepreneurship, inspiring them to embrace uncertainty and pursue their own ventures with confidence and creativity.

This book is ideal for undergraduate and postgraduate students studying entrepreneurship, innovation, or business management. It is also suitable for practitioners and educators seeking an accessible yet theory-based guide to the entrepreneurial process. Supported by an instructor’s manual and a companion digital ecosystem, the book provides teaching notes, glossaries, and interactive tools to enhance learning and collaboration for students and professors alike.

Julio O. De Castro is the José Mario Álvarez de Novales Chair Professor of Entrepreneurship and Head of the PhD Program at IE Business School in Madrid, Spain. Previously, he was the Lewis Family Distinguished Professor of Global Management and Professor of Entrepreneurship at Babson College, Associate Dean of Research and Professor of Strategy and Entrepreneurship Management at Instituto de Empresa, and Associate Professor of Strategy and Entrepreneurship at the University of Colorado at Boulder. Professor De Castro teaches in the field of entrepreneurship, and his work has appeared in leading publications.

Lorenzo Vicens is an experienced executive and consultant specializing in strategic business development. His accomplished career includes working with leading companies in the Dominican Republic, managing major restructuring projects, and advising growing businesses. A former Director of the MBA Program at Pontificia Universidad Católica Madre y Maestra, he is also a university professor, a dynamic speaker, and the author of an acclaimed business novel that reflects his distinctive ability to use storytelling to convey complex business ideas.