Every day we hear and read about the greatest entrepreneurs of our generation but learn little about what it takes to become an entrepreneur. “Entrepreneurial Living” is intended for anyone who is interested in entrepreneurship but has not dared to venture into this world, yet.


“Entrepreneurial Living” takes the most relevant proven insights from research and practice and communicates them in an accessible and concise way with beautifully illustrated hands-on tools. Using the analogy of a board game and illustrative examples, the book teaches you the fundamentals of entrepreneurial life. Some exemplary lessons are as follows:

Knowing your identity, network and competencies helps you identify interesting entrepreneurial problems that you are equipped to solve.

Focusing on your means instead of a distant vision enables you to create goal portfolios and deal with uncertainty.

Understanding your own strengths and those of your potential partners lets you evaluate the option of cofounding a business.

If you are observant and reflective, your insights will combine and turn you into your personal version of a successful entrepreneur.

Developing a business model in collaboration with your customers can be more useful than writing a business plan. Listening to customers early in the ideation process helps you develop the business systematically.

“Entrepreneurial Living” teaches that it is never too late to become an entrepreneur; any prior life experience will help you visualize what you can do. Do not be afraid of the uncertainty and dare to take the first step to start the adventure. The best day to begin was yesterday. Today is the next-best day.

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Entrepreneurial Living starts with your existing skill set and shows how to use it to build something great. To convert an idea into an opportunity is the core of entrepreneurship – this book gets it right! Read it and live it!
Gerard George
Dean, Singapore Management University
With Entrepreneurial Living, you hold a book in your hands that takes a practical, down-to-earth approach to entrepreneurship, helping you to assess who you are and where you want to go with your venture!
Marc Gruber
Vice President Innovation, École Polytechnique Fédérale de Lausanne, Switzerland
Professor Grichnik indicates how entrepreneurship is something that can be learned and therefore accessible to the many (not just the few).
Dean Shepherd
Ray and Milann Siegfried Professor of Entrepreneurship Management & Organization, University of Notre Dame, USA
Anyone that has thought about becoming an entrepreneur at some point should definitively read this book before abandoning the dream!
Joakim Wincent
Professor, Entrepreneurship and Management, Hanken School of Economics, Finland
If you want to break out of 9-5 and do your own thing, Entrepreneurial Living is your book towards entrepreneurial happiness.
Vangelis Souitaris
Professor of Entrepreneurship, Cass Business School, City University of London, UK

Where to buy


Each concept is only as good as its application. Implementing Entrepreneurial Living requires discipline and continuous practice – whether daily, weekly or monthly, you decide. Your passion for your project is your motivator that automatically drives you. It is important to document your progress on the entrepreneurial path, but also to take notes on the regressions you experience in your practice. In this way you become aware of which moves you need to practice and which ones are already working well. Step by step the picture of your own entrepreneurial journey is completed.

The next step

St.Galler Startup Navigator

The St.Gallen Startup Navigator is the next step after your journey through “Entrepreneurial Living”. The Navigator helps you to systematically build your business. It is a practical handbook based on the latest entrepreneurial research and best practices of Europe’s most successful entrepreneurs.

“This book introduces the reader to the relevant metrics for his startup. This is how you gain your very own competitive advantage!”
Prof. Dr. Ann-Kristin Achleitner


About the author


Dietmar Grichnik is Professor of Entrepreneurship and Director of the Institute of Technology Management at the University of St. Gallen. He has held visiting professorships at ESADE Business School and the University of Melbourne, was a guest at Harvard Business School and taught at ETH Zurich. As a former banker, then entrepreneur, investor and coach, he supports university start-ups. His passion is entrepreneurship in all situations.

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