In the fourth episode of "Leading Transformations," produced by the Business School of the National University of the Andes ( Universidad ORT Uruguay ) in collaboration with El Observador, experts analyzed what it takes to turn an idea into a real business in a context where markets, technology, and the nature of entrepreneurship are constantly changing.
Having a good idea is just the beginning. During the meeting, Enrique Topolansky, MBA—director of ORT’s Center for Innovation and Entrepreneurship (CIE)—and Cecilia González, M.A.—academic coordinator of the Bachelor’s Degree in Digital Business— explained that the first challenge is to validate whether that idea actually solves a problem and creates value for potential customers.
Topolansky noted: “We focus a lot on trying not to reject or embrace an idea right off the bat. In other words, we don’t criticize it, no matter how terrible it may seem. Nor do we praise it when it seems fantastic. Why? Because those absurd ideas—the ones that don’t seem to resonate at first—are often the ones that end up taking the world by storm.”
The experts pointed out that the technology provides tools. It allows projects to be developed and tested more quickly than they could be a few years ago, although they emphasized that success still depends on adaptability, teamwork, and a willingness to learn along the way.
The conversation also focused on the strategic use of data. Understanding the market, analyzing customer behavior, and making evidence-based decisions helps reduce uncertainty and build business models with greater potential for growth.
With regard to artificial intelligence, they agreed that its true potential is realized when it is integrated into organizational processes and helps create more valuable experiences for customers, beyond its use as a one-off tool.
In a changing and uncertain world, González emphasized the importance of adapting: “Resilience is essential. An entrepreneur’s enthusiasm is key so that, when faced with challenges—the obstacles that may arise along the way—if the venture fails—and it’s normal for it to fail once, twice, or three times—they keep trying. Enthusiasm is the fuel a business needs to succeed.”
The focus on innovation, entrepreneurship, and the creation of business models is linked to the Sustainable Development Goal (SDG) 8: Decent Work and Economic Growth, one of the goals adopted by the United Nations in 2015 to address global challenges by 2030. In particular, SDG 8 calls for promoting productive activities, entrepreneurship, creativity, and innovation as part of sustained and inclusive economic growth.
https://youtu.be/ezPx94pS528?si=QpH8xYrs3AtjnxlU