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About Market Creators Lab

Less than 1% of ventures go on to achieve enduring profitability, failing to overcome the enormous complexity and uncertainty involved in new venture creation. The Market Creators Lab, a partnership between Cornell's Center for Global Sustainable Enterprise, The International Council on Systems Engineering (INCOSE) and venture design firm Half-Solved, was created to advance a novel, engineering-based venture innovation methodology called Integrative Venture Engineering (IVE), which we believe can transform success rates in market creation. IVE adapts engineering’s proven V-model method for innovating new, complex systems, applying it for the first time to the innovation of new ventures. Across a whole range of domains, and now in venture too, the V-model approach significantly increases the probability of success while reducing the time and cost involved in getting there. IVE has been developed, tested, and refined over the past decade working with more than a dozen corporate and entrepreneurial ventures in banking, education, nutrition, mobility, off-grid solar and legal services. It consists of codified processes, frameworks, detailed research guides, and novel modeling and simulation tools for designing a maximum viable core business concept on paper, and then progressively building, testing, and optimizing a core business model working up from individual components. MCL members tackle real-world market creation challenges and questions, engaging with live venture building, participating in collaborative research and the development of new tools and practices, and benefiting from knowledge sharing within the MCL.

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