ABSTRACT
Living with the uncertainty of the journey calls for coming to terms with our vulnerability by relying on the internal compass of our intuition and faith, and by reaching out to others for support and normalization of our experience. The work of Brené Brown, who has explored the subject of vulnerability in great depth, suggests that living with uncertainty and its inherent vulnerability call for cultivating shame resilience. The entrepreneurial journey constitutes a design challenge: we aim to assemble/construct a business model that works, representing a solution to the tripartite problem of market desirability, technical or operational feasibility, and financial viability. The problem formulation or frame is therefore a foundation, from which we seek to derive our solutions. It represents an interlocking of our desired outcome with a set of working principles through which it is to be achieved, that defines the scope and criteria for solution search.
