ABSTRACT
Entrepreneurship is not a life style: it is a practice. It is a learning by doing process based on creativity and spotting good opportunity. Yet, being an entrepreneur calls for the intertwining of practical rationality and love. Generally, love is considered a disruptor of rationality driven by instinctive actions; whereas rationality concerns reflective and objective activities. Despite that, love affects an entrepreneurial journey, letting us perceive circumstances intensively. In the present book chapter, we support the idea that love cannot be avoided in an entrepreneurial journey but it should be nurtured to develop a wise approach of reflecting and taking an action. Especially, we propose a new business model canvas, adding the tenth and eleventh blocks, respectively, love in business and love for a business, which are grouped in emotional engagement. In apparent opposition from common sense, we believe that love induces a rational, critical thinking that diminishes any counterproductive entrepreneurial actions.
