Every business idea has to start somewhere. Ideation helps you visualise a business opportunity by creatively identifying market demands and analysing competitors.

Ideation is a course about ideas, but also an introduction to entrepreneurship and creativity. Overall it aims to give students practical knowledge about the process of creating and developing a business idea. It stretches all the way from the pre-idea to the development of a business idea through to the identification of target markets, and finally to introductory issues surrounding the actual launch of a product, service or experience.

Using real-world examples and analysis emphasis is placed on the creative process surrounding the development of a sound business idea, the identification of distinct market opportunities and especially the development of a strong business model.

Intended learning outcomes

After this course you should be able to:


In order for you as a student to be able to take SSES courses they are all scheduled after your daily classes (or workday), with some margin time to ensure you can commute to campus, pick up a coffee and arrive on time.

This course runs on Mondays and Wednesdays in two to three hour sessions for some seven weeks, but for a detailed timing check out the schedule in the box to the right. Teaching will incorporate lectures, debates, and exercises, as well as presentation from leaders in the field. 


The students grade will depend on three factors:

Students will be required to satisfactory complete all of the course assignments in order to receive a passing grade.


Gregg Vanourek

Course Director

Gregg Vanourek is Course Director at the Stockholm School of Entrepreneurship and Adjunct Instructor at the Royal Institute of Technology in the Division of Entrepreneurship and Innovation. He also teaches in the executive MBA program at Stockholm University. Previously, he taught at the Euromed School of Management, University of Denver, and Colorado Mountain College.

Vanourek served as Senior Vice President of School Development for K12 during its startup years. At K12, his team launched innovative virtual schools all over the U.S., helping the company become the market leader in the space. Previously, Vanourek co-founded New Mountain Ventures, helped to launch the Thomas B. Fordham Foundation, and served as Research Fellow at the Hudson Institute.

Vanourek is coauthor of three influential books: Triple Crown Leadership: Building Excellent, Ethical, and Enduring Organizations (published by McGraw-Hill and winner of the 2013 International Book Awards, business: general), Life Entrepreneurs: Ordinary People Creating Extraordinary Lives (based on interviews with entrepreneurs worldwide), and Charter Schools in Action. He has written for leading media outlets, including Fast CompanyLeader to Leader, and Harvard Business and ASTD blogs. Vanourek is a graduate of the Yale School of Management (M.B.A.), London School of Economics and Political Science (M.Sc.), and Claremont McKenna College (B.A.). He serves on the board of the Vail Leadership Institute and on startup advisory boards.