[MUSIC]
Hi there.
I'm Rita McGrath, a professor at Columbia
Business School in the city of New York.
We've developed an online mastering
corporate entrepreneurship course.
It's designed in three
modules if you will.
The first module is about
getting great ideas.
And it really takes the best world class
thinking on this topic about things like
how do we get rid of our
organizational orthodoxies?
How do we connect with customers and
really understand what they're doing.
Not just send them surveys or
ask them questions.
How do we develop that skill of eliciting
what customers paying points are?
[MUSIC]
Course two is about incubation.
So this is the process of going from
an idea to an actual concept that
you could show to a customer or offer to
a focus group or actually put in use and
see what happens when
people try to play with it.
The third course is what
we call acceleration.
And this has to do with the whole process
of a small venture getting the scale and
the scope and
the discipline that it needs to actually
become a part of your parent business.
So it's those three capabilities,
getting great ideas,
creating great prototypes and
tests, and incubation out of them.
And then accelerating them so
that they can actually become
a valuable part of your parent market.
Those are the core of our mastering
corporate entrepreneurship offering.
[MUSIC]
