Susan E. Reid is a retired Professor of Marketing and Entrepreneurship at the Williams School of Business, Bishop’s University. Her teaching and research interests lie at the intersection of marketing, innovation, and entrepreneurship, with an in-depth focus on the topic of vision. Susan has published in refereed journals including: Journal of Product Innovation Management, Industrial Marketing Management, Technological Forecasting and Social Change, R&D Management, Journal of Consumer Marketing, World Development, Business History, and International Journal of Technology Marketing. She has been associated to the Canada Research Chair on the Management of Technology; held grants through the Canadian Foundation for Innovation, SSHRC, FQRSC, FQRNT, and MELS; and has more than 25 years of experience working and consulting for the biopharma, nanotech, and aviation sectors. She has been a keynote speaker locally and internationally, including on the topic of the Power ofEntrepreneurial Vision, and was a contributor to Forbes.com. In 2019, she won the Business Division Teaching Award at Bishop’s University and the 2019 Dean’s Award for Distinguished Contributions to Scholarly Activity and Research. She, along with her husband and co-author Charles, is the co-founder of Domaine Pinnacle, a pioneering Canadian producer of craft ciders and spirits. Susan holds a Bachelor of Science degree from Queen’s University, an MBA from McGill University, and a PhD from Concordia University’s John Molson School of Business. Charles B. Crawford is an experienced entrepreneur who has spearheaded the start-up, launch, and development of several high-growth companies. He, along with his wife and co-author Susan, is a co-founder of Domaine Pinnacle, a family-owned apple farm that they built into an award winning producer of ice cider and craft spirits, sold in over 60 countries worldwide. Prior to co-founding Domaine Pinnacle, he worked forseveral multi-national companies and was a consultant and entrepreneur with experience in the technology, communications, airline, pharmaceutical, and consumer products industries. He is currently an associate professor at the Université de Sherbrooke, where he teaches entrepreneurship. He is actively involved in several non-profit organizations providing mentoring and incubation services to XVIII aspiring young entrepreneurs. His research focuses on entrepreneurial teams, ecosystems, and strategic alliances. Charles holds a Bachelor of Science degree from Concordia University, an MBA from The Ivey School of Business (Western), and a Doctorate in Business Administration from Athabasca University.

• Chapter 1: The Entrepreneurial Vision Imperative.- Chapter 2. Understanding Entrepreneurial Vision.- Chapter 3. The motivational roots of entrepreneurial vision.- Chapter 4. Measuring Entrepreneurial Motivation.- Chapter 5. Vision Frameworks based on Motivation.- Chapter 6. Creating Context through Networks: The Role of Early Advisors.- Chapter 7. Creating Context through Networks: Building the Entrepreneurial Team.- Chapter 8. Creating Vision Context through Market Insights: Deep Diving an Industry.- Chapter 9. Creating Market Vision Context: Proactive Market Orientation.- Chapter 10. Creating Market Vision Context: Using Market Learning Tools.- Chapter 11. Market Vision Creation.- Chapter 12. Technology Vision Creation.- Chapter 13. Crafting the Vision Statement.- Chapter 14. Determining the Market Niche Beachhead for Testing your Vision.- Chapter 15. Concept Testing.- Chapter 16. Refining the Vision’s Value-add and Value Proposition- Chapter 17. Willingness-to-Adopt (‘WTA’) Testing.- Chapter 18. Developing your Financial Vision.- Chapter 19. Communicating Your Vision.- Chapter 20. Conclusion: Bringing Your Vision to Life.

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Susan E. Reid is a retired Professor of Marketing and Entrepreneurship at the Williams School of Business, Bishop’s University. Her teaching and research interests lie at the intersection of marketing, innovation, and entrepreneurship, with an in-depth focus on the topic of vision. Susan has published in refereed journals including: Journal of Product Innovation Management, Industrial Marketing Management, Technological Forecasting and Social Change, R&D Management, Journal of Consumer Marketing, World Development, Business History, and International Journal of Technology Marketing. She has been associated to the Canada Research Chair on the Management of Technology; held grants through the Canadian Foundation for Innovation, SSHRC, FQRSC, FQRNT, and MELS; and has more than 25 years of experience working and consulting for the biopharma, nanotech, and aviation sectors. She has been a keynote speaker locally and internationally, including on the topic of the Power ofEntrepreneurial Vision, and was a contributor to Forbes.com. In 2019, she won the Business Division Teaching Award at Bishop’s University and the 2019 Dean’s Award for Distinguished Contributions to Scholarly Activity and Research. She, along with her husband and co-author Charles, is the co-founder of Domaine Pinnacle, a pioneering Canadian producer of craft ciders and spirits. Susan holds a Bachelor of Science degree from Queen’s University, an MBA from McGill University, and a PhD from Concordia University’s John Molson School of Business. Charles B. Crawford is an experienced entrepreneur who has spearheaded the start-up, launch, and development of several high-growth companies. He, along with his wife and co-author Susan, is a co-founder of Domaine Pinnacle, a family-owned apple farm that they built into an award winning producer of ice cider and craft spirits, sold in over 60 countries worldwide. Prior to co-founding Domaine Pinnacle, he worked forseveral multi-national companies and was a consultant and entrepreneur with experience in the technology, communications, airline, pharmaceutical, and consumer products industries. He is currently an associate professor at the Université de Sherbrooke, where he teaches entrepreneurship. He is actively involved in several non-profit organizations providing mentoring and incubation services to XVIII aspiring young entrepreneurs. His research focuses on entrepreneurial teams, ecosystems, and strategic alliances. Charles holds a Bachelor of Science degree from Concordia University, an MBA from The Ivey School of Business (Western), and a Doctorate in Business Administration from Athabasca University.

• Chapter 1: The Entrepreneurial Vision Imperative.- Chapter 2. Understanding Entrepreneurial Vision.- Chapter 3. The motivational roots of entrepreneurial vision.- Chapter 4. Measuring Entrepreneurial Motivation.- Chapter 5. Vision Frameworks based on Motivation.- Chapter 6. Creating Context through Networks: The Role of Early Advisors.- Chapter 7. Creating Context through Networks: Building the Entrepreneurial Team.- Chapter 8. Creating Vision Context through Market Insights: Deep Diving an Industry.- Chapter 9. Creating Market Vision Context: Proactive Market Orientation.- Chapter 10. Creating Market Vision Context: Using Market Learning Tools.- Chapter 11. Market Vision Creation.- Chapter 12. Technology Vision Creation.- Chapter 13. Crafting the Vision Statement.- Chapter 14. Determining the Market Niche Beachhead for Testing your Vision.- Chapter 15. Concept Testing.- Chapter 16. Refining the Vision’s Value-add and Value Proposition- Chapter 17. Willingness-to-Adopt (‘WTA’) Testing.- Chapter 18. Developing your Financial Vision.- Chapter 19. Communicating Your Vision.- Chapter 20. Conclusion: Bringing Your Vision to Life.

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Susan E. Reid is a retired Professor of Marketing and Entrepreneurship at the Williams School of Business, Bishop’s University. Her teaching and research interests lie at the intersection of marketing, innovation, and entrepreneurship, with an in-depth focus on the topic of vision. Susan has published in refereed journals including: Journal of Product Innovation Management, Industrial Marketing Management, Technological Forecasting and Social Change, R&D Management, Journal of Consumer Marketing, World Development, Business History, and International Journal of Technology Marketing. She has been associated to the Canada Research Chair on the Management of Technology; held grants through the Canadian Foundation for Innovation, SSHRC, FQRSC, FQRNT, and MELS; and has more than 25 years of experience working and consulting for the biopharma, nanotech, and aviation sectors. She has been a keynote speaker locally and internationally, including on the topic of the Power ofEntrepreneurial Vision, and was a contributor to Forbes.com. In 2019, she won the Business Division Teaching Award at Bishop’s University and the 2019 Dean’s Award for Distinguished Contributions to Scholarly Activity and Research. She, along with her husband and co-author Charles, is the co-founder of Domaine Pinnacle, a pioneering Canadian producer of craft ciders and spirits. Susan holds a Bachelor of Science degree from Queen’s University, an MBA from McGill University, and a PhD from Concordia University’s John Molson School of Business. Charles B. Crawford is an experienced entrepreneur who has spearheaded the start-up, launch, and development of several high-growth companies. He, along with his wife and co-author Susan, is a co-founder of Domaine Pinnacle, a family-owned apple farm that they built into an award winning producer of ice cider and craft spirits, sold in over 60 countries worldwide. Prior to co-founding Domaine Pinnacle, he worked forseveral multi-national companies and was a consultant and entrepreneur with experience in the technology, communications, airline, pharmaceutical, and consumer products industries. He is currently an associate professor at the Université de Sherbrooke, where he teaches entrepreneurship. He is actively involved in several non-profit organizations providing mentoring and incubation services to XVIII aspiring young entrepreneurs. His research focuses on entrepreneurial teams, ecosystems, and strategic alliances. Charles holds a Bachelor of Science degree from Concordia University, an MBA from The Ivey School of Business (Western), and a Doctorate in Business Administration from Athabasca University.

• Chapter 1: The Entrepreneurial Vision Imperative.- Chapter 2. Understanding Entrepreneurial Vision.- Chapter 3. The motivational roots of entrepreneurial vision.- Chapter 4. Measuring Entrepreneurial Motivation.- Chapter 5. Vision Frameworks based on Motivation.- Chapter 6. Creating Context through Networks: The Role of Early Advisors.- Chapter 7. Creating Context through Networks: Building the Entrepreneurial Team.- Chapter 8. Creating Vision Context through Market Insights: Deep Diving an Industry.- Chapter 9. Creating Market Vision Context: Proactive Market Orientation.- Chapter 10. Creating Market Vision Context: Using Market Learning Tools.- Chapter 11. Market Vision Creation.- Chapter 12. Technology Vision Creation.- Chapter 13. Crafting the Vision Statement.- Chapter 14. Determining the Market Niche Beachhead for Testing your Vision.- Chapter 15. Concept Testing.- Chapter 16. Refining the Vision’s Value-add and Value Proposition- Chapter 17. Willingness-to-Adopt (‘WTA’) Testing.- Chapter 18. Developing your Financial Vision.- Chapter 19. Communicating Your Vision.- Chapter 20. Conclusion: Bringing Your Vision to Life.

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