The illusions of entrepreneurs: the problems in 'here I stand' strategies during the service design processes

Relentlessness is known to be one of the sources of entrepreneurship. A service design case study from Finland shows the problems beyond the relentlessness of entrepreneurship in small and micro enterprises. To be robust, the relentlessness 'here I stand' strategy also demands selective flexibility. Entrepreneurship school, for example, is based on the entrepreneur's vision and intuition. These visions and intuitions, however, might be part of the illusions of entrepreneurship, where relentlessness is only 'here I stand strategy' without willingness to take reactive or proactive steps in the firm's strategies. The case study, which emphasises service design methods, reveals this kind of entrepreneurial 'design fixation' to be among the main problems entrepreneurs face in strategy work.