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A New Philosophy of Entrepreneurship: Hero's Journey Entrepreneurship & The Hero's Journey in Arts Entreprenuership & Technology 101:

Von: greek goddesses (greekgoddesses@gmail.com) [Profil]
Datum: 02.05.2010 18:56
Message-ID: <52454b07-b7b3-4b2b-aa97-767257f83187@k41g2000yqb.googlegroups.com>
Newsgroup: alt.politics.libertariantalk.politics.libertarian alt.business alt.entrepreneurs alt.philosophy
Tuesday, October 7, 2008
Artistic Entrepreneurship & Technology as an Academic Discipline
Artistic Entrepreneurship & Technology as an Academic Discipline

http://artsentrepreneurship.com http://herosjourneyentrepreneurship.org

by Dr. Elliot McGucken

Hero's Journey Entrepreneurship

If we are to go forward, we must go back and rediscover those precious
values - that all reality hinges on moral foundations and that all
reality has spiritual control. –Martin Luther King Jr.

For better or worse, my youthful idealism—the belief that any truly
sound business endeavor must be built on a strong moral foundation—
still remains today, at least as strong a it was all those years ago.
--John C. Bogle, Founder of The Vanguard Group

Artistic Entrepreneurship & Technology seeks to serve students,
artists, and entrepreneurs with the tools to make their passions their
professions—to protect and profit from their ideas—to take ownership
in their creations and careers. For Adam Smith's invisible hand
enriches all when happiness is pursued by artists and innovators—
society's natural founts of wealth. Jefferson eloquently expressed the
entrepreneurial premise:

We hold these truths to be self-evident, that all men are created
equal, that they are endowed by their Creator with certain inalienable
rights, that among these are life, liberty and the pursuit of
happiness. –The Declaration of Independence

The only clause in the main body of the United States Constitution
that mentions "Rights" states the following:

The Congress shall have power to . . . promote the progress of science
and useful arts, by securing for limited times to authors and
inventors the exclusive right to their respective writings and
discoveries; --The United States Constitution

Couple these two passages together, and one has the moral premise of
Artistic Entrepreneurship & Technology. Every student ought be given
the tools to create new ventures--to protect their intellectual
property, and to pursue and profit from their dreams on their "Hero's
Journey" into entrepreneurship. For it is along that journey that the
long-term "wealth of nations" is generated.

Entrepreneurship has aspects of art--creation and the pursuit of
higher aesthetics; and science--economics, finance, engineering, and
physical invention. How these aspects, and many more--from
intellectual property to corporate structures--combine to generate
wealth, are part of an Epic Story that is told whenever an individual
sets out to render their ideals and dreams real. Thus a most efficient
way to study entrepreneurship--to unite its diverse aspects--is via
Joseph Campbell's Hero's Journey.

"The (AE&T) class is the first of its kind to incorporate art,
technology and business." –Chapel Hill Herald, May 2006

As a new cornerstone in a classical liberal arts education, Artistic
Entrepreneurship is for those seeking to make their passions their
professions. This festival is dedicated to all those embarking on the
"Hero's Journey" to create enduring wealth, be it a new venture, video
game, indie film, record label, book, DRM system serving artists and
musicians, or course.

The Artistic Entrepreneurship & Technology program aims to create
lasting resources serving students and professors with curriculums
devoted to entrepreneurship. By marrying the study of entrepreneurship
and pursuit of entrepreneurial visions to the “hero’s journey,” both
lasting skeleton and soul is given to the academic field of

By focusing on the unchanging precepts and common laws that
entrepreneurship across all disciplines has in common, AE&T seeks to
create an academic discipline rooted in higher principles, and brought
to life each and every semester on the cutting edge of innovation
found within the students’ projects.

All students encounter Joseph Campbell’s Hero With a Thousand Faces,
The Odyssey, and John Bogle’s Battle for The Soul of Capitalism on the
first day of class. Right there the class reaches out across all
disciplines and across thousands of years, exalting the students by
reminding them that they are part of a great story—an epic that they
get to write. And by taking ownership in one’s life, in one’s destiny
while seeking to serve both higher ideals and one’s peers, so often it
is that wealth is created—both monetary and spiritual.

The various stages outlined in Joseph Campbell’s Hero’s Journey make
an ideal backbone for a semester’s syllabus devoted to
entrepreneurship, and The Hero With a Thousand Faces makes an ideal
companion, guide, and mentor for the rest of the students’ lives. Arts
entrepreneurship sees the classical liberal arts as a most useful
tool, and it invites all students to partake in the fellowship of the
living story.

Serving Student Demand

Students long for a cross-disciplinary field of study that leapfrogs
over the bureaucracy that all too often marks ever-narrowing academic
fields, where semblance replaces soul, formalities are substituted for
deeper meanings, and the letter of the law is held superior to the
spirit of the law. Artistic Entrepreneurship & Technology unites the
formerly disparate academic fields of business, law, art, and
technology in a living, breathing class, endowing the subject matter
with a spirit and soul, and granting entrepreneurship and enduring
mythology. For we are born to live out stories—not to serve
bureaucracies as academia all too often focuses upon teaching.

A vast demand exists for the classical ideals performed in the
contemporary context—for honor, integrity, courage, and committment—on
Wall Street and Main Street, in Hollywood and the Heartland, in
Academia and Government. And thus opportunity abounds for
entrepreneurs who keep the higher ideals above the bottom line—for
humble heroes in all walks of life.

Artistic Entrepreneurship & Technology aims to be a most useful field
of study for students, teachers, and anyone starting or launching a
venture related to any field of study. The same classical values
guiding the rising artistic renaissance will protect the artists'
intellectual property. The immortal ideals which guide the story of
blockbuster books and movies such as The Matrix, Lord of the Rings,
Braveheart, The Chronicles of Narnia, and Star Wars, are the very same
ideals underlying the United States Constitution. These classic
ideals--which pervade Homer, Plato, Shakespeare, and the Bible--are
the source of both epic story and property rights, of law and
business, of academia and civilization.

It is great to witness classical ideals performed in Middle Earth,
upon the Scottish Highlands, long ago, in a galaxy far, far, away, and
in Narnia, but too, such ideals must be perpetually performed in the
contemporary context and living language.

The digital media revolution has collapsed the distance between art,
business, law, and media technology programs, and students are longing
for those general permanent principles found within the pages of the
Great Books. In many ways, an AE&T program founded upon the classics,
would become a flagship in reviving the lost art of the liberal arts

Throughout the greater culture, there exists a longing for
contemporary heroes and heroines in literature reflecting those brave
men and women wearing uniforms in real life--there exists a longing
for epic stories in our books, movies, and video games, and for
digital rights management software and systems based on the Founding
Fathers' idealism. And thus there exist vast opportunities for rugged
artistic entrepreneurs to lead renaissances on all fronts.

For a time many have been tempted to forget classical ideals, valuing
short-term profits over long-term wealth, exalting the bottom line
over the higher ideals; but the nascent brilliance of the
technological revolutions can only achieve its fuller potential via
Story. While many will suggest that the best solution to digital
rights management is to remove story from movies--as Hollywood has
dedicated itself to as of late--thusly removing incentive to pirate
them, I counter that classical ideals can enhance both the
storytelling within movies and the DRM that protects them.

Just as the Founding Fathers complimented property rights by providing
everyone with the right to bear arms, a novel software system that
provides all creators with a turnkey choice from a full spectrum of
digital rights management would foster a renaissance in the creation
and distribution of intellectual property and art. The name of this
software is the 45 Revolver, and the killer app could lead next-
generation social networks and content portals that would benefit
Hollywood.from the indie filmmakers to the major studios. Let's build
it. Let's build tomorrow's ecommerce portals—tomorrow's books, movies,
video games, and culture—upon classical ideals.

That distant wave has been a long time coming, and the new fashions
will be about performing the classical ideals in the contemporary
context. The rising generation will lead a renaissance in
storytelling; a renaissance in the composition, production, and
distribution of art—a renaissance in business, culture, and
civilization—in academia and entrepreneurship. For that is the
artistic entrepreneur's duty.

John Bogle, who founded Vanguard—the world's largest and most-trusted
mutual fund—upon the idealism of his senior thesis at Princeton
University, writes:

Let's begin with Franklin's entrepreneurship. It was not only
remarkable for his era; it was remarkable for any era. While in
today's grandiose era of capitalism the word "entrepreneur" has come
to be commonly associated with those who are motivated to create new
enterprises largely by the desire for personal wealth or even greed,
the fact is that entrepreneur simply means "one who undertakes an
enterprise," a person who founds and directs an organization. But at
its best, entrepreneurship entails something far more important than
mere money. Please do not take my word for it. Heed the words of the
great Joseph Schumpeter, the first economist to recognize
entrepreneurship as the vital force that drives economic growth. In
his Theory of Economic Development, written nearly a century ago,
Schumpeter dismissed material and monetary gain as the prime mover of
the entrepreneur, finding motivations like these to be far more
powerful: (1) "The joy of creating, of getting things done, of simply
exercising one's energy and ingenuity," and (2) "The will to conquer:
the impulse to fight, . . . to succeed for the sake, not of the fruits
of success, but of success itself. –John C. Bogle, Capitalism,
Entrepreneurship, and Investing. The 18th Century vs. the 21st Century
Remarks by John C. Bogle Founder and Former Chairman, The Vanguard

The Small Liberal Arts University as a Major Research Institution

Dr. Elliot McGucken’s AE&T Research/Books/Patents

Not only has the digital revolution empowered the individual and small
business, but it has also empowered small universities and classical
liberal arts institutions. No longer are multi-million-dollar labs and
vast buildings needed to foster innovation and encourage student
entrepreneurship, but simple access to digital tools and the web can
provide students with a solid entrepreneurial foundation. Thus Dr. E’s
class was able to build wikientrepreneur.org using the same software
that powers the world’s largest encyclopedia—wikimedia.

This past year, as he honed his AE&T book due out in 2007, Dr. Elliot
McGucken filed one provisional and three final patent applications—
three for rights management systems for artists and creators. Here are
the final applications’ titles and abstracts:


The present invention offers novel and superior means for creating a
content marketplace. The present invention allows technology companies
to compete to meet and serve the creators’ rights. Just as reverse
auction systems allow consumers to name their price, with service
providers competing to meet the price, the present invention allows
artists, creators, and content owners to define their rights,
whereupon content aggregators, record labels, social networks, DRM
providers, device manufacturers, search engines, and others compete to
bets meet the creators’ needs. This innovation reflects the fact while
technology companies are commodities, and thus artists ought declare
their independence, and ascend to their natural place in the universe—
those who take the risks and create the wealth on their Heroes’
Journeys ought reap the rewards. The Dodge City Marketplace will lead
to greater revenue and rights for artists, superior search engines,
distribution, and art, and trusted standards for DRM.


The novel social network described herein allows those who create and
upload content, as well as those who aggregate content and build the
network, to profit in novel manners. A method and system allows users,
who create content archives and marketplaces in which individuals and
content in the database are connected by mutually defined
relationships determined by the content creators/owners, uploaders,
aggregators, and/or viewers of said content, to better profit from the
networks they build. Higher-quality archives and marketplaces result.
A tiered commission system, proportional to the degrees of separation
in the network, provides a revenue share for creators and viewers who
participate in and create content and/or marketplaces. Information
inherent within the nodes is mined so as to afford a tiered revenue-
sharing system. An improved method of content distribution empowering
creators of content and participants is disclosed herein, along with a
superior social network.


The present invention offers novel and superior means for protecting
and profiting from digital content. The rights-centric, creator-
centric digital rights management application will lead to greater
revenue and rights for artists, and a new era of creator's
entrepreneurship, as opposed to the dominant aggregator's
entrepreneurship. The present invention offers a simple interface for
creators, artists, users, and owners to define rights, select from a
plurality of DRM options, advertising options, watermarking options,
thumbnailing options, syndication options, and publish, share, sell,
and distribute their content in a plurality of manners. This invention
has far-ranging ramifications, as it causes DRM providers, device
manufacturers, web companies, social networks, and content
marketplaces to more directly compete with one-another to provide the
creator and content owner the best compensation for their work.
Creators can bypass the traditional and new middlemen, define their
rights, sell their content, and enhance profits.


This present invention pertains to introducing morality and epic
storytelling into the realm of video games, resulting in video games
with superior, deeper game play, expanded markets, and longer-lasting
brands. The ability to render deeper emotion, story, and exalted
dramatic arts within the realm of video games has been a long sought-
after “holy grail” throughout the video game industry. The prior art
demonstrates how others have failed and are failing to deliver more
meaningful and engaging games endowed with epic storytelling. This
present invention provides the missing key to realizing epic
storytelling, deeper emotional involvement, and higher art in video

Teaching and research are inseparable, and the patent topics, the
process of patenting, and the basics of intellectual property are all
brought forth in the living context of the classroom. When Dr. E
worked on an artificial retina for the blind, it continually aided in
physics class—as a practical application, it was an inspirational tool
to inspire the students to learn something. And now, the research in
patents in video games, social networks, and digital rights management
are continually incorporated in the AE&T class.

The beauty of Einstein’s research was that its end results could
always be communicated in simple equations and geometrical pictures.
The beauty of the Declaration of Independence and Constitution is that
they may be readily understood, and read in their entirety in a few
hours. Too much modern academia as sacrificed clarity for pretended
profundity, for what Nietzsche described as “muddying my waters so as
to appear deeper.”

As entrepreneurship is rooted in providing useful, tangible results,
it continually exhorts education to teach practical, useful entities;
and it encourages professors to join the students in every class as
everyone vigorously pursues their ventures. The humble Hero’s Journey
unites us all, but just as the Knights of The Round Table, each must
find their own unique path through the forest.

The most eloquent expressions of entrepreneurship’s precepts—of the
ubiquitous Hero’s Journey that cuts across all cultures and all time—
are the Great Books and Classics—from The Odyssey on down. So it is
that a classical liberal arts education is a most useful entity, as
John C. Bogle, the creator of the world’s largest mutual fund,

The proper role of intellectual property transfer departments should
be to give inventors and innovators the tools to protect and profit
from their creations. AE&T’s spirit sees creation as the magical act,
and the creator as the rightful, natural, and primary owner; and thus
it become the MBA’s and JD’s duty to serve the innovator—not to take
the innovator’s private property, but to communicate the tools
necessary to take the innovation to market. AE&T aims to dispel the
myth that it is one type of person suited to creating and another type
of person suited to owning, by giving all students the fundamental
tools to protect and profit from their creations—to embark on their
very own hero’s journeys.

AE&T supports an IP transfer protocol modeled off of Stanford’s “hands
off” approach to technology transfer. The duty of IP departments ought
to be to serve the inventor and creator with the knowledge they need
to protect and profit from their invention. When the creator benefits,
they are inspired to keep on creating; and thus it is important to
address the rights and interests of innovators and inventors, for they
are society’s natural founts of wealth.

And so it is that Artistic Entrepreneurship & Technology seeks to give
students, artists, and entrepreneurs the tools to make their passions
their professions—to protect and profit from their ideas—to take
ownership in their careers and creations. For Adam Smith's invisible
hand enriches all when happiness is pursued by artists and innovators—
society's natural founts of wealth.

Artistic Entrepreneurship & Technology in the Press

Business Week Online reported

Where Entrepreneurship Connects to the Classics

Elliot McGucken, a professor of entrepreneurship at Pepperdine
University, bemoans that "a lot of schools have dismissed the idea of
teaching the great books." In a recent lecture at Pepperdine, McGucken
points out that that one lesson of the classics is, "Chance favors the
prepared mind.. Instead of viewing risk as a bad thing, we can also
view it as a good thing." The classics inspired America's Declaration
of Independence, which McGucken sees as an entrepreneurial document.
Life has a way of "calling us to adventure," he concludes. Though many
entrepreneurs launch businesses based on some "whimsical occurrence,"
it's their educational and life backgrounds that enable them to
recognize the opportunity. Thus, John Bogle was able to found Vanguard
based on a business-magazine article, while actually pursuing a
"higher ideal" associated with making stock ownership available to
large numbers of people. See this blog for more information and a
related video. --BusinessWeek Online

From Beethoven to Bob Dylan

"Every artist is an entrepreneur." So argues Dr. Elliot McGucken, a
visiting professor at Pepperdine University, in an online video
introduction to his course, Art Entrepreneurship & Technology 101,
which has the professor lecturing from the shore of a small lake.
Among his suggestions for artists who want to be more entrepreneurial:
launch a blog (see BusinessWeek.com, 5/18/06, "The ABCs of Beginning
Your Blog", prepare a one-minute presentation on "your mission," write
a 20-page business plan, and be prepared to work for a long time "for
free." For information on courses in entrepreneurship geared toward
artists, take a look at http://www.ae2n.net. It's still in its
formative stages but eventually will feature reading lists and course
evaluations. –BusinessWeek Online

Former investment CEO discusses moral capitalism


Assistant News Editor


Pepperdine welcomed investment giant John C. Bogle to campus Tuesday
evening as the keynote speaker for National Entrepreneurship Week USA.
Bogle spoke on how businesses have abandoned true ethics and the
importance of classical values and a liberal education in the today’s
world and attested to his humble beginnings and how they shaped his
life to come.

As founder and former CEO of the Vanguard Group, the second largest
mutual fund company in the world, Bogle was recognized as one of the
world’s 100 most powerful and influential people by TIME Magazine in
2004. He was also hailed as one of the investment industry’s four
“Giants of the 20th Century” by Fortune magazine in 1999.

Dr. Elliot McGucken organized the event. McGucken teaches a class in
artistic entrepreneurship in which Bogle’s 2005 book, “The Battle for
the Soul of Capitalism,” is required reading alongside Homer’s

The theme of a hero’s journey, therefore, permeated Bogle’s

“Classical precepts are the most useful tools throughout life,”
McGucken said. “Ideals are a great a long-term investment, because
they never change.”

Bogle reached out to students, urging them to pursue an education and
to become a citizen characterized by ethics and ideals.

“Dream, but act too,” Bogle said. “You have nearly all of your own
odyssey before you… if you are truly strong in will to strive, seek,
find, and not to yield.”

Many students found the presentation to be valuable and could relate
to Bogle’s assessment of the business world.

“I thought it was pretty interesting, especially with the moral aspect
to see such a wealthy man and how he founded his business,” said
freshman Maurice Collins.

Freshman Kamron King agreed.

“To see his humble beginnings makes acquiring that much wealth seem
tangible,” King said.

Events will come to a close Saturday with an online lecture by
McGucken. Entrepreneurship Week USA is a nation-wide event established
by the Ewing Marion Kauffman Foundation and sponsored by The New York
Times and Inc. magazine. --http://graphic.pepperdine.edu/news/

Festival to promote business creativity


Staff Writer , the Graphic:


The excitement of the epics of the past can be utilized to promote
creativity and entrepreneurship, according to the organizers of the
first Hero’s Journey Entrepreneurship Festival, held Saturday.

Seaver College will host the event at the Pepperdine School of Law.

The festival will include several professionals in the arts and
humanities field including Flint Dille and John Zuur of the award
winning “Chronicles of Riddick” and David Whatley, the CEO of
Simutronics. The festival will also include a keynote speech by
William Fay, who is the executive producer of films such as “The
Patriot,” “Superman Returns” and the current blockbuster movie “300

“The Hero’s Journey Entrepreneurship Festival seeks to give students,
artists and entrepreneurs the tools to make their passions their
professions,” said Dr. Elliot McGucken, visiting professor of
business. “The rising generation is longing for epic story across all

McGucken’s growing popularity is clearly visible not only in his
students, but also fellow members of the Pepperdine staff and faculty.
Vice Chancellor Michael Warder, for example, said the concept of
spreading entrepreneurship and business to artists of all types is
part of McGucken’s genius.

“I think he speaks to creative students who are steeped in the digital
revolution in a very powerful and responsible way,” Warder said.

McGucken said he originally had the idea for the festival in the fall.
McGucken’s work is supported by a $125,000 grant that Pepperdine
received from the prestigious Ewing Marion Kauffman Foundation to
further curriculum development for Artistic Entrepreneurship and
Technology; a curriculum that has many students eager to participate.

Pepperdine student Dylan Vandam was asked to be a volunteer for the
festival and said he immediately wanted to get involved.

“I want to network with other students, faculty and professionals to
pursue and to incorporate the knowledge imparted from the leaders at
the festival into my everyday life,” Vandam said.

As a student volunteer, Vandam has contributed to the festival by
designing the t-shirts that will be worn and given away March 31.
Vandam hopes to use his education in pursuing a life based on strong
values, which he says he has learned as a Pepperdine student.

Junior Michelle Petty is also a participant and student volunteer for
the festival. Petty is a creative writing major and said she was
excited when she first heard about the event through Facebook.

Petty says she will have a multi-faceted role in the festival as an
usher, liaison, and clean-up crew member.

“Even though doing this will take up a lot of my Saturday writing
time, I know it will be an edifying experience,” Petty said.

The festival will begin at the Law School at 8 a.m. and will include
lectures and speeches throughout the day. It will not conclude until
after 8 p.m. at The Malibu Inn where there will be special musical

All are welcome to volunteer and participate in the festival this
Saturday, and also in the volunteer meeting that will be held today at
7 p.m. in the Atrium. For more information please contact Dr. McGucken
at Elliot.McGucken@Pepperdine.Edu, or visit the festival’s Web site at



New business class connects student passion with capital


Students from a variety of majors are coming together in a classroom
setting to make their dreams come true.

The class, Artistic Entrepreneurship and Technology, is listed through
the Business Division, but all students may participate.

The course was added to Pepperdine’s curriculum this year, and is
taught by a visiting professor, Dr. Elliot McGucken. McGucken
previously taught a similar course at the University of North Carolina
at Chapel Hill, and has implemented the course in his new post at

The course is being offered in two forms: as a freshman seminar course
and as an upper-division class, comprised mainly of juniors and

McGucken said the goal of the class was to help students pursue their
passion in their careers, and to keep in mind their artistic vision
and ethics over the bottom line in business ventures.

“Ideals are real,” McGucken said.

McGucken’s class at UNC gained media attention as an exciting
opportunity for students looking to market their artwork, or to make
business an art.

“Looks like McGucken’s found a way to inspire a new generation of
artistically minded entrepreneurs to follow their passion, and make a
living,” wrote Teresea Ciulla in Entrepreneur Magazine.

Matt Llewellyn, a senior advertising and marketing major who is
enrolled in the class, said McGucken’s youth and experience make him
an effective professor.

“I think he relates to students, because he’s fresh and new,”
Llewellyn said.

McGucken himself is an entrepreneur, who won a Merrill Lynch
Innovations Grant for his artificial retina for the blind, runs
several websites, and has several patents pending on topics ranging
from video games to digital rights management.

Artie Calhoun, a senior economics major, said McGucken’s experience
brought an extra dimension to the class.

“Dr. McGucken seems to be very experienced in the field of
entrepreneurship and quite possibly has a lot to offer to students
like myself,” Calhoun said.

Llewellyn started a company which sells bottled water in downtown Los
Angeles, with packaging written in Spanish. He said he wishes he had
taken the class before he started his venture.

“I think as the class goes on, I’m going to learn a lot from
[McGucken],” Llewellyn said.

Llewellyn and Calhoun agreed students should take the class,
regardless of their major.

“This class teaches about the advantages of thinking outside the box
and keeping an open mind about the world around you,” Calhoun said.
“Entrepreneurship can be found in every profession.”

Here’s what the Entrepreneur Magazine Blog had to say about AE&T:

Mixing Art With Entrepreneurship, by Teresa Ciulla: Can you actually
make your passion your profession? According to Dr. Elliot McGucken, a
professor at the University of North Carolina, Chapel Hill, who's
teaching the university's first "Artistic Entrepreneurship &
Technology 101" class, the answer just may be yes. McGucken's class,
which is comprised of a group of 45 students majoring in law,
business, art, computer science, journalism and music, focuses on
teaching students about creating value over just making money, about
letting their higher ideals guide the bottom line. After all, as
McGucken says, "Successful companies aren't successful because they
make money--they're successful because they create value." Class
projects range from a classical music video to a hip hop curriculum
and textbook to an online art gallery to a freshman's record label
that's signed more than ten bands to a social network being programmed
by three computer science majors. Students are seeing that to the
degree they succeed in creating useful art and ventures, they'll be
able to support their passions with a profitable business. And isn't
that what we're all really striving for? To find an excitement in our
work in order to beat back the dullness of the typical 9-to-5 routine?
Looks like McGucken's found a way to inspire a new generation of
artistically minded entrepreneurs to follow their passions—and make a

UNC's Daily Tar Heel Reported in March, 2006

Students find dream jobs In class, passions fuel business plans

Erin Wiltgen, Staff Writer

For many, childhood and adolescence pass in a blur of hobbies and
passionate adventures, activities seeped in a deep-seated excitement
and love inherent in a particular pastime.

In UNC professor Elliot McGucken's "Artistic Entrepreneurship and
Technology" class, students and teachers work to "make your passion
your profession," transforming students' dreams and interests into
potential paths for the future.

The unique course allows students interested in fields such as
photography, video games, painting, classical music and film
production to explore commercial and social ventures in the arts.

They search for and create a plan based in entrepreneurship, which
supports and nurtures their individual visions.

"A lot of times school tells you that your dreams aren't important,"
says McGucken, a physics professor. "But in reality dreams are your
most important asset."

The class consists of an independent project that includes three
presentations, guest lectures and small-group collaboration.

Sophomore Phil Gennett's project is a clothing line, and he is trying
to find a manufacturer for his creations.

He also intends to set up a talent agency.

"I want to blow it up into a new sort of entertainment, like American
Idol, but also as a social network for opportunities," Gennett says.

Sophomore Ryan Dean is working on multiple projects. He runs a graphic
design company called Cellar Door Design. He also has joined with a
photographer in the class to create CD booklet artwork for the second
album by his band, The Anchor Comes Home.

"What's most helpful is meeting like-minded people," Dean says.

"The best thing about this class is establishing relationships with
the other students and collaborating with each other."

Stefan Estrada, graduate student and teaching assistant for the class,
shares a similar view.

"The people in this class have ambition and a vision of things they
want to accomplish," Estrada says.

"This isn't a class where you get something done and forget about it.
It continues to maybe become your career." .. . . McGucken also says
that entrepreneurship classes give students a broader knowledge base.

"It's an irony that the University requires you to specialize when
people typically end up switching jobs five or six times and need to
know about a lot of different things," McGucken says.

At 5 p.m. Tuesday, the class will host a show at Local 506 on Franklin

The show, called "Rocky Raccoon's High Tech Hollywood Hip Hop Hedge
Fund Hoedown and Fashion/Art/Photography/Video Games Showdown" will
feature musical and spoken-word performances, fashion shows, film and
video screenings and displays of visual art and photography.

The show is designed as a networking event and as a benefit for the
Music Maker Relief Foundation and three web sites - OSCommerce.com,
Joomla.org and Gallery.menalto.com.

The Music Maker foundation works to help pioneers of Southern musical
traditions gain recognition and meet their financial needs.

One goal of the show, and the class itself, is "to build new cultural
centers," McGucken says.

"The University has been separated artificially," he says.

"This class has naturally collapsed all the barriers between business
and art and law, putting all the power in the hands of the creator."

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Posted by 45 Surf Hero's Journey Entrepreneurship at 6:23 PM 0
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From The Second Annual Hero's Journey Entrepreneurship Festival
From The Second Annual Hero's Journey Entrepreneurship Festival
Ideals in Innovation
by Dr. E
Da Vinci wrote, "the depth and strength of a human character are
defined by its moral reserve" and Martin Luther King Jr. agreed, "If
we are to go forward, we must go back and rediscover those precious
values--that all reality hinges on moral foundations and that all
reality has spiritual control." And the title of John C. Bogle's
Battle for The Soul of Capitalism says it all, as it suggests we read
Adam Smith in order, with A Theory of Moral Sentiments preceding The
Wealth of Nations, for as Socrates stipulated, all true wealth comes
from virtue--the immortal soul, and not virtue from wealth.
There's something going on. A renaissance is rising--artists, authors,
and inventors are turning towards the classical ideals so as to render
them real in the living culture. A fellowship of creators, each
walking the hero's journey by the immortal stars of classical
antiquity, is seeking to serve the soul in art and literature--in
video games, music, and film. It's been a long time coming, as the
rising generation has been seeking that third act--that classical,
epic thunder that we can call our own.
Come join us on March 8th as we celebrate the ultimate Renaissance
Man--Leonardo da Vinci--while saluting those marking rugged journeys
in the realms of screenwriting, video games, film, academia, and
robotics--robots inspired by da Vinci's designs.

The Dark Ages lasted for hundreds of years--from 476 to 1000 AD. Art,
innovation, and literature declined along with contemporary written
history. A general demographic decline accompanied limited cultural
achievements. Aristotle wrote "When storytelling declines, the result
is decadence," and as they turned away from the classics and higher
art and towards bread and circuses--towards reality TV and spectacle--
the soul, and thus civilization, faltered.

The Italian Renaissance, which spanned the period from the end of the
1400's to about 1600, sailed beyond the Dark Ages by the immmortal
stars of classical antiquity. Renaissance scholars again sought out
the Great Books and Classics in the ancient monastic libraries and
incorporated them in education and culture. And so too do we march on--
following the lead of the immortal heroes such as da Vinci who stated,
"Who sows virtue reaps honor," and "Where the spirit does not work
with the hand there is no art." Da Vinci wrote, "the depth and
strength of a human character are defined by its moral reserve" and
Martin Luther King Jr. agreed, "If we are to go forward, we must go
back and rediscover those precious values--that all reality hinges on
moral foundations and that all reality has spiritual control." And the
title of John C. Bogle's Battle for The Soul of Capitalism says it
all, as it suggests we read Adam Smith in order, with A Theory of
Moral Sentiments preceding The Wealth of Nations, for as Socrates
stipulated, all true wealth comes from virtue--the immortal soul, and
not virtue from wealth.

Vast opportunities exist to incorporate the soul of The Iliad and The
Odyssey--of Shakespeare, the Bible, and The Inferno--in video games.
The Mona Lisa, two dimensional and stationary, yet towers over the
female characters in modern games in spirit and soul; as do Dante's
Beatrice and Odysseus's Penelope. Knowledge of the classics--the
spiritual eternities--not material wealth--became the true mark of
wealth during the Renaissance, and so shall it be again. The movie 300
demonstrated that the rising generation is longing for the classical
spirit and soul; and Artistic Entrepreneurship & Technology 101 is
revolutionizing academia with its simple precept that the spirit of
our law and literature--of The Constitution and Hamlet--derive from
the same place--the classical Judeo Christian heritage. And so that
which had been divided into business, law, film, art, and accounting;
is reunited in truth and the simplicity of soul--in a classical
liberal arts education--in a foundational renaissance.

There are two Hero's Journeys in every class--the first is through the
Great Books, and the second is the one each student walks alone--in a
business plan or screenplay for their living venture; for the reason
we read the Greats is not for tenure, but to embolden the natural
ideals of our soul and gain the courage to follow our better angels
and nobler dreams. The Odyssey has lasted over 2800 years because it
reminds us of that immortal justice--eventually truth prevails.

Opportunity abounds to not only read those dusty old texts, but to
render their ideals real in the living context via action. We've been
leaving billions on the shelves--billions and far more, including
those mythical entities which cannot be counted, but which count for
everything. And so me march--we march for the renaissance. --Dr. E

All men whom the higher Nature has imbued with a love of truth should
feel impelled to work for the benefit of future generations, whom they
will thereby enrich just as they themselves have been enriched by the
labors of their ancestors. --Dante

Posted by 45 Surf Hero's Journey Entrepreneurship at 6:21 PM 0
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Elliot McGucken’s IT Conversations Podcast on Artistic
Entrepreneurship & Technology 101

Tired of being a starving artist? Dr. Elliot McGucken's Artistic
Entrepreneurship & Technology 101 puts together a new approach to
entrepreneurship and the arts through a fascinating application of the
classic journey of mythological heroes. McGucken, a physicist, has
taught the class at both UNC Chapel Hill and Pepperdine, and has
expanded the concept through blogs, a festival, and an upcoming book.

In this interview McGucken describes how the course applies the
structure of the monomyth, the fundamental pattern of the great hero
narratives throughout history, from Odysseus, Jesus, and Buddha to
Star Wars, Lord of the Rings, and The Matrix. Also called the Hero's
Journey, Joseph Campbell identified this pattern in his book The Hero
With A Thousand Faces. McGucken even takes it a step beyond, using
examples from modern real-life success stories like Richard Branson
and Kid Rock.

McGucken explains why the web's democratization of both the means of
production and distribution can be used by the big companies to
continue to exploit artists, or instead used by indie artists
themselves who preserve their own rights in their successful journey.
It's your choice, if you take it.

Elliot McGucken was born in Ohio, and grew up outdoors except for when
he was sitting in front of a computer. He received a B.A. in physics
from Princeton and a Ph.D. in physics from UNC Chapel Hill where his
dissertation on an artifical retina for the blind received several NSF
grants and a Merrill Lynch Innovations Award. The retina-chip research
appeared in publications including Popular Science and Business Week,
and the project continues to this day.

In 1995 McGucken founded Classicals & jollyroger.com LLC as a
technological tribute to the great books, and he has spoken at the
Harvard Law School concerning his authena.org project for Open Source
software for managing digital rights for artists. McGucken, known as
"Dr. E" to his students, teaches physics and programming at the
University of North Carolina at Chapel Hill, and has published a
poetry book, a novel, a collection of essays, several scientific
articles, and poetry in The Wall Street Journal.

McGucken founded the Hero's Journey Entrepreneurship Festival in
Malibu, CA. Keynote speakers have included John C. Bogle, the founder
and former CEO of Vanguard, and William Fay, executive producer at
Legendary Pictures. The festival pays homage to Joseph Campbell's Hero
With a Thousand Faces and the Hero's Journey in all walks of life.

From: http://itc.conversationsnetwork.org/shows/detail1887.html
Posted by 45 Surf Hero's Journey Entrepreneurship at 6:20 PM 0
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Hero’s Journey Entrepreneurship / Arts Entrepreneurship
Opportunity Abounds – The Great Books Renaissance &

Hero’s Journey Entrepreneurship

This blog is a call to adventure—a call to join in the Great Books
Renaissance this fall and partake in the vast entrepreneurial
opportunities that abound on Wall Street and Main Street, in Hollywood
and the Heartland. Forward it around and invite everyone to join us as
we pursue that higher wealth—but plot, character, and meaning, all of
which Aristotle ranked far above spectacle in his Poetics. And as
Socrates stated that all money comes from virtue, and not virtue from
money, the Great Books--which immortalize the virtous actions of
classical heroes--are one's greatest investment. Join us at:




The Hero’s Journey Entrepreneurship Festival hosted both John C.
Bogle, founder and former CEO of the Vanguard Group, and William Fay,
executive producer at Legendary Pictures; and both told parallel
stories of their journeys—whether one is creating the $1.2 trillion
Vanguard Fund, or bringing Batman, Superman, and the graphic novel 300
to life with cutting-edge technologies, classical ideals are one’s
best friend. Bogle lamented that the “bread and circuses” spectacles
have come to replace depth and profundity in business and popular
culture, and Fay paid homage to the rugged, timeless story from
classical Greece envisioned and rendered by a single author—Frank
Miller—that propelled 300 to box office records. Like F.A. Hayek in
The Road to Serfdom, King Leonidas in 300 reminds us that sometimes
the individual—the lone cowboy—has to take a principled stand against
the larger group, against all odds, so as to serve the classical
ideals and preserve freedom.

Take ownership in the Great Books and Classics—invest your days in
Shakespeare and Dante, in Homer and Plato, in Jefferson and Franklin—
in those eternities that shall never turn on you—and then shall Adam
Smith and F.A. Hayek truly come to life in the classical context that
plumbs our souls and exalts our spirits via Epic Stories—via comedies
and tragedies that have endured thousands of years. Hayek wrote,

“The tragedy of collectivist thought is that, while it starts out to
make reason supreme, it ends by destroying reason because it
misconceives the process on which the growth of reason depends. It may
indeed be said that it is the paradox of all collectivist doctrine and
its demands for “conscious” control or “conscious” planning that th
necessarily lead to the demand that the mind of some individual should
rule supreme—while only the individualist approach to social phenomena
makes us recognize the superindividual forces which guide the growth
of reason. Individualism is thus an attitude of humility before this
social process and of tolerance to other opinions and is the exact
opposite of that intellectual hubris which is at the root of the
demand for comprehensive direction of social purpose.” –Nobel Laureate
F.A. Hayek, The End of Truth, The Road to Serfdom

Hayek salutes the natural engine of wealth and freedom—the rugged
individual who lives by a higher code of honor, be it King Leonidas or
John Bogle—Neo or Jobs—Branson or Frodo. Nobel Laureate Milton
Friedman penned the introduction to the latest edition of Hayek's
classic The Road to Serfdom, in which he spoke of the troubling growth
of the Matrix, of Sauron’s armies, of Darth Vader’s empire—of

I said at the outset that “in some ways” the message of this book “is
even more relevant to the United States today than it was when it
created a sensation . . . half a century ago.” Intellectual opinion
then was far more hostile to its theme than it appears to be now, but
practice conformed to it far more than it does today. Government in
the post World War II period was smaller and less intrusive than it is
today. Johnson’s Great Society programs, including Medicare and
Medicaid, and Bush’s Clean Air and Americans with Disabilities Acts,
were all still ahead, let alone the numerous other extensions of
government that Reagan was only able to slow down, not reverse, in his
eight years in office. Total government spending—federal, state, and
local—in the United States has gone from 25 percent of national income
in 1950 to nearly 45 percent in 1993.

So how do we turn the tide and inspire a renaissance? Charles G. Koch,
CEO of Koch Industries, recently published a great book entitled, The
Science of Success, in which he penned, “For business to survive and
prosper, it must create real long-term value in society through
principled behavior.” Time and again we encounter this message in
books by seasoned entrepreneurs, as Bogle writes in The Battle for The
Soul of Capitalism, “For better or worse, my youthful idealism—the
belief that any truly sound business endeavor must be built on a
strong moral foundation—still remains today, at least as strong a it
was all those years ago.” And too, in the Fitzgerald translation of
The Odyssey, Odysseus announces, “fair dealing leads to greater profit
in the end.” As all renaissances, films, novels, business, and video
games begin with mere words—and as Shelly wrote that poets are the
true legislators of mankind, this entrepreneurial renaissance must be
rooted in a Great Books renaissance—in character and epic story. For
in the beginning there was the word.

Koch cites Proverbs 29:18, “Where there is no vision, the people
perish,” and Bogle cites Corinthians, “If the trumpet give an
uncertain sound, who shall prepare himself to the battle?” We need
classic, rugged leaders, and as artists, filmmakers, and writers we
too must cite and communicate those everlasting ideals to the students—
if anything, as artists we have an even greater duty to communicate
the classical ideals, as that is the primary purpose of the arts, as
sure as it is of the academy. The proper study of business and
entrepreneurship—of economics and business—must take place in a
classical context, just as Adam Smith must be read in the context that
he was first and foremost a “philosopher of moral sentiments.” Koch
writes, “By self-interest, Smith meant what Tocqueville called
enlightened self-interest, in which people benefit themselves by
benefiting others.” In a speech delivered at the University of
Pennsylvania, Bogle echoed this:

Permit me to close by moving briefly to a higher plane that transcends
economics, a message to all of you, especially the young men and women
who are gaining so much valuable economic education through the
efforts of the Economics Pennsylvania. Even before venturing into
economics in The Wealth of Nations, Adam Smith unveiled his not
inconsiderable credentials as a philosopher. In The Theory of Moral
Sentiments, he expressed this thought, which I hope will ring out loud
and clear to each of you. For it drives home the message that,
invisible hand or not, engaging the whole person goes far beyond the
mere promotion of one’s own interests:

“What is it which prompts the generous among us, upon all occasions,
and the meanest, upon many, to sacrifice their own interests to the
greater interests of others? It is not the soft power of humanity. It
is a stronger power, a more forcible motive. It is reason, principle,
conscience, the inhabitant of the breast, the man within, the great
judge and arbiter of our conduct . . . who shows us the propriety of
generosity, of reining in the greatest interests of our own for yet
the greater interests of others, the love of what is honorable and
noble, of the grandeur, and dignity of our own character.”

Yes, it’s all about character. And as that final piece of wisdom from
Adam Smith confirms, character counts. –


And so it is that Bogle and Koch agree with Aristotle’s Poetics—
Character and Epic Story—integrity and honor—the immortal soul—must b
ranked far above spectacle and mere money. Opportunity abounds for
culture—for books, movies, and video games—performing the classical
ideals in the contemporary context.

There is nothing more valuable that a student can learn than these
eternal precepts which pervade the Great Books and Classics.
Unfortunately, such precepts are all too often neglected by
contemporary curriculums and textbooks, as well as the popular
culture. Scores of books have been written about this decline of the
spirit, from Who Killed Homer, to The Bonfire of The Humanities, to
The Closing of The American Mind, to Excellence Without Soul, How a
Great University Forgot Education, penned by a Harvard dean. Thomas
Wolfe's novel I Am Charlotte Simmons takes a literary look at the
spiritually bankrupt campus through the eyes of a freshman arriving at
the fictional Dupont University from a small town, who slides into
depression as her soul is deconstructed.

The deconstruction of classical ideals—of truth, duty, and honor—and
the accompanying growth of middling bureaucracy—of a postmodern elite—
which separates the risk taker and worker from their natural reward,
has not been relegated to government. Bogle laments the augmenting
bureaucratic managerial class time and again in his speeches and
books, with unparalleled eloquence. In The Battle for The Soul of
Capitalism, Bogle writes:

Over the past century, a gradual move from owner’s capitalism—
providing the lion’s share of the rewards of investment to those who
put up their own money and risk their own capital—has culminated in an
extreme version of manager’s capitalism—providing vastly
disproportionate rewards to those whom we have trusted to manage their
enterprises in the interests of their owners. –John C. Bogle, Battle
for The Soul of Capitalism

And as Hayek reminds us that the humble worker and lone innovator—not
the bureaucracy—are the source of all enduring wealth creation, it is
imperative that academia join the charge in communicating and
instilling the individualist ideals of freedom immortalized in the
pages of the Great Books, for the epic stories of The Odyssey and the
Bible—of Shakespeare and Dante—are the bedrock foundations of moral
capitalistic systems—of Western Civilization itself.

And thus Homer’s Odyssey is a most valuable asset—do not take my word
for it—listen to Thomas Jefferson who in addition to The Declaration
of Independence that speaks of the Creator who created all men equal
and endowed us with the natural right to pursue life, liberty, and
happiness, also wrote, "as we advance in life. . . things fall off one
by one, and I suspect that we are left at last with Homer and Virgil,
perhaps with Homer alone."

In July I enjoyed the great opportunity and honor to speak at the
Institute for Humane Studies Cinematic and Literary Traditions of
Liberty workshop at UCLA. Organized by Patrick Reasonover and his
colleagues, the event was a most unique and inspiring week, packed
with quality panels and discussions pertaining to economics and culture
—to literature and film.

On the opening night, I delivered a presentation entitled The
Entrepreneur as Modern Hero, based upon the class I teach—Artistic
Entrepreneurship & Technology, and the annual Hero's Journey
Entrepreneurship Festival.



I proposed a new realm of video games which would bring to life the
adage coined by Richard Weaver—Ideas have Consequences. Video games
oft let us battle monsters—gruesome, graphic monsters. But yet, the
greater monsters in reality—in this living world—are ideas—ideas whic
lead to societies which by and by deny freedoms while promising utopias
—which devalue currencies to pay off debts incurred by massive
governmental programs. Well, a game which allowed one to battle ideas—
which endowed the graphically gruesome monsters with gruesome ideas
and dark souls—could be a lot of fun. And too, the open-ended video
game world could evolve in different directions—towards freedom,
entrepreneurship, and capitalism in a moral context; or towards
serfdom, tyranny, and dictatorships should the moral context be lost.
One could witness what would happen both with and without the gold
standard, as well as other economic policies. Furthermore, it is often
said that video games lack story and soul; that they fall short of
classical art—well, by endowing the game engine with a moral premise,
perhaps higher art could be achieved. Imagine a Dante’s Inferno game,
where the protagonist battled the demons in the nine levels of the
inferno to the tune of Beethoven’s nine symphonies—now there’s a game
I’d want to play a few times over, witnessing the varying outcomes
based on varying degrees of success.

I also joined a panel devoted to property rights in the digital age,
whence I argued that the right to intellectual property is a natural
right, citing Mark Twain’s 1906 address to congress concerning the
same topic. And my favorite panel, devoted to video games, was with
the most prolific and accomplished Flint Dille and John Zuur, who have
brought us the maverick The Chronicles of Riddick, The Fantastic Four,
and the Transfomers video games, amongst many others—their IMDB bios
read like novels—check them out. They are currently working on the Sin
City game, based on the movie and graphic novel by Frank Miller, which
sounded fascinating, for as Flint reminded us, "Sin cannot exist in a
world free of the ideas of good and bad."

The moral premise is what defines all great art and enduring ventures,
from Dante's Inferno, to 300, to The Science of Success, to the
Vanguard mutual fund, which was based on that simple, humble
entrepreneurial premise—the risk taker ought get the reward. The
Libertarian Reader, edited by David Boaz, states,

Although libertarian ideas are evident in the writings of the Chinese
philosopher Lao-tzu in the sixth century BC, the main thread of
libertarianism goes back to the Jewish and Greek idea of a higher law,
a law by which everyone, even the ruler, could be judged. The simple
idea that the will of the ruler was not the ultimate source of
authority helped lay the groundwork for a pluralist society, the
flowering of individualism, and the eventually the scientific and
economic miracles of Western civilization. –The Libertarian Reader,

Such ideas have ever come to us via story—the stories of the Iliad and
The Odyssey—the stories of the Bible. For Moses did not come up with
the ten commandments ever conducting case studies and studying for the
bar in a coffee shop—no he came down from the mountain in a story, and
delivered the stone tablets, which had been etched by the Hand of God.
A rising renaissance, based on epic story and rugged principle, is
yours for the taking, for mythology alone can capture our spiritual
reality, and living mythology alone can exalt a generation.

The very same message resounds throughout Bogle’s “Vanguard: Saga of
Heroes” speech delivered to the Artistic Entrepreneurship & Technology
class—one must take action, that one must own the risk of the
renaissance, and that before anything else, one must be an idealist.
Both Battle for The Soul of Capitalism and The Odyssey sail this theme
on home—the central keystone in all enduring ventures and the surest
ticket to a worthwhile hero's journey is the moral premise:

A year ago, in a talk on entrepreneurship that celebrated the 300th
birthday of Benjamin Franklin, I reflected on this 18th century
connection with a wonderful quotation: "Soon we shall know everything
the 18th century didn't know, and nothing it did, and it will be hard
to live with us." These words were the opening epigram of Building a
Bridge to the Eighteenth Century, by the late Neil Postman—prolific
author, social critic, and professor at New York University. Postman's
book presented an impassioned defense of the old-fashioned liberal
humanitarianism that was the hallmark of the Age of Reason. His aim
was to restore the balance between mind and machine, and his principal
concern was our move away from an era in which the values and
character of Western Civilization were at the forefront of the minds
of our great philosophers and leaders, and in which the prevailing
view was that anything that's truly important must have a moral
authority. –John C. Bogle, Vanguard: A Saga of Heroes,

I concluded my lectures at the UCLA IHS seminar with a talk devoted to
Artistic Entrepreneurship & Technology, reflecting on how Joseph
Campbell's Hero's Journey provides a natural vehicle for not only the
study of entrepreneurship, but for its manifestation in living
ventures. After reading the classics, as did the Founding Fathers, the
students must find their own path through the forest, as did the
knights in Arthurian legend. The students must take Morpheus’s words
to heart—“there is a difference between knowing the path and walking

Artistic Entrepreneurship & Technology is a call to adventure—a call
to “begin the world anew” and forge ahead in the creation of classes
and curriculums, of books, movies, and video games, which exalt the
eternal verities. Ideas have consequences, and the subtitle of Bogle's
book suggests that our academies haven't been leading with the correct
ideas, as it reads, “How the Financial System Undermined Social
Ideals, Damaged Trust in the Markets, Robbed Investors of Trillions -
and What to Do About It.” Koch quotes Emerson in calling upon the
academy to teach not just case studies and ephemeral methodologies,
but the eternal principles embedded in the classics—Emerson wrote:
“The man who grasps principles can successfully select his own
methods. The man who tries methods, ignoring principles, is sure to
have trouble.”

To encourage a cultural renaissance while discouraging Wall Street
scandals and the growth of government, and to inspire students to grab
entrepreneurship by the right handle, there is no better route than
celebrating the Great Books and Classics at all levels. By reading
Shakespeare and Dante in their full glory—by celebrating them instead
of deconstructing them—by letting yesterday’s masterpieces inspire
tomorrow’s video games—by and by culture—and Hollywood and the
Heartland—and Wall Street and government—will be reformed. For
business and government bureaucracies never create immortal art, but
only the rugged individual—the artistic entrepreneur.

The students, who yet show up to college with immortal souls, are
longing for a classical revival and epic storytelling that trumps the
reality TV and Hollywood remakes. In Homer's Iliad, Achilles states,
"for as I detest the doorways of death, so too do I detest the man who
speaks forth one thing, and holds in his heart another," and had Henry
Blodget read The Iliad or The Inferno—if we had an academy that
celebrated the truth over postmodern politics, perhaps Henry would
have thought twice about saying one thing to the public, and another
to the investment banks, and perhaps he would have not been banned
from Wall Street for life.

My opening night IHS lecture was entitled, "The Entrepreneur as Hero."
And by hero I don't mean the celebrity hero, but the humble hero—the
often unsung hero who quietly goes about their tasks and innovations,
simply because it is the right, or beautiful, thing to do. Throughout
The Odyssey, Odysseus is known as the man who suffers much simply to
bring his men on home and regain his homestead. Time and again he
resists the temptations of the Sirens and short-term gratifications
the Lotus Eaters succumb to—he resists boasting and revealing his
identity. Heroes like Odysseus are idealists, as they navigate by
higher ideals—a code of honor, and treat beggars and kings alike,
holding them to the same standards as does Zeus. Long before Locke or
Jefferson contemplated the Natural Rights of Men, the Greeks
recognized that all-pervasive, natural, higher code of honor, which
was embodied in Socrates' heroic quest for Truth and Virtue, and which
powers the Biblical stories of the Judeo Christian Heritage. This
common pursuit of excellence, or arête—of higher, enduring wealth—has
ever marked the classic entrepreneur who grows rich not by making
money, but by serving the higher ideals and creating wealth, jobs, and
meaning. And the wealth that follows cannot be devalued, for it is
based on something even greater than the gold standard—the God or
honor standard.

All this—the entrepreneurial premise—may be found in Jefferson's

We hold these truths to be self-evident, that all men are created
equal, that they are endowed by their Creator with certain inalienable
rights, that among these are life, liberty and the pursuit of
happiness. –The Declaration of Independence

The only clause in the main body of the United States Constitution
that mentions "Rights" states the following:

The Congress shall have power to . . . promote the progress of science
and useful arts, by securing for limited times to authors and
inventors the exclusive right to their respective writings and
discoveries; --The United States Constitution

Couple these two passages together, and one has the moral premise of
Artistic Entrepreneurship & Technology. Every student ought be given
the tools to create new ventures--to protect their intellectual
property, and to pursue and profit from their dreams on their "Hero's
Journey" into entrepreneurship. For it is along that journey that the
long-term "wealth of nations" is generated.

Entrepreneurship has aspects of art—creation and the pursuit of higher
aesthetics; and science—economics, finance, engineering, and physical
invention. How these aspects, and many more—from intellectual property
to corporate structures—combine to generate wealth, are part of an
Epic Story that is told whenever an individual sets out to render
their ideals and dreams real. Thus a most efficient way to study
entrepreneurship—to unite its diverse aspects—is via Joseph Campbell's
Hero's Journey.

As a new cornerstone in a classical liberal arts education, Artistic
Entrepreneurship is for those seeking to make their passions their
professions. This festival is dedicated to all those embarking on the
"Hero's Journey" to create enduring wealth, be it a new venture, video
game, indie film, record label, book, DRM system serving artists and
musicians, or course.

In his AE&T speech, John C. Bogle humbly expressed that he was not a
hero, nor an entrepreneur, so much as an idealist—an idealist who
nonetheless innovated the world's first index fund—the $1.2 trillion
Vanguard Group. In studying the Great Books and Classics—the vast
wealth that has been handed down for thousands of years—time and again
we see that the stories are driven by idealists—those who seek to
serve ideal, such as honor, courage, and commitment. “Humility,”
Benjamin Franklin wrote as his thirteenth and most important precept,
“Imitate Jesus and Socrates.” And Koch’s “Free Market Management”
humbles itself before service’s higher ideals, for it places the needs
of those who are served over the needs of the management, encouraging
a moral capitalism.

The classic hero, from Odysseus on down, is one who serves. This moral
premise pervades all enduring literature and entrepreneurial ventures,
as expressed by John C. Bogle--the "student entrepreneur" who founded
the $700 billion Vanguard fund based on an idealistic premise in his
1951 Princeton senior thesis. Mr. Bogle recently quoted his original
thesis in one of his eloquent speeches—

"After analyzing fund performance, I concluded that "funds can make no
claim to superiority over the market averages," perhaps an early
harbinger of my decision to create, nearly a quarter-century later,
the world's first index mutual fund. And my conclusion powerfully
reaffirmed the ideals that I hold to this day: The role of the mutual
fund is to serve--"to serve the needs of both individual and
institutional investors . . . to serve them in the most efficient,
honest, and economical way possible . . . The principal function of
investment companies is the management of their investment portfolios.
Everything else is incidental."

Watch the academy-award-winning movie Braveheart, and you will see the
very same moral premise at the film's center and circumference, as
expressed by William Wallace's actions and his words to the Scottish

"There's a difference between us. You think the people of this land
exist to provide you with position. I think your position exists to
provide those people with freedom. And I go to make sure that they
have it."

And Joseph Campbell, author of The Hero With a Thousand Faces which
helped inspire Star Wars, The Matrix, The Lord of The Rings, and Dr.
E's AE&T class wrote, “Man should not be in the service of society,
society should be in the service of man. When man is in the service of
society, you have a monster state. . .”

Entrepreneurship is the force that continually rights the world by
rewarding those who serve—those who battle the bureaucracy with a
better way. Entrepreneurship is an epic story wherein the world is
continually "begun anew," as the humble risk-taker—the reluctant hero—
the fount of lasting cultural and monetary wealth—happens upon an
innovation, invention, or epiphany, and takes a risk in rendering it
real for others.

The classic entrepreneur navigates on out while keeping the higher
ideals over the bottom line, endures the road of trials en route to
the countless showdowns with competitors and convention, seizes the
sword, and returns on home with the elixir—with the rewards gained
from risking their time, their talents, their passions, and their
money in penning that novel, shooting that film, and creating that
venture. And so often it is all based on some simple, pervading moral
premise. For Google it is "Do no evil." For Apple it is "Think
different." For Buffett it is "Our favourite holding period is
forever." For Bogle, Wallace, and Campbell it is "institutions must
serve." For this HJE Festival, it is "own the risk of the

The most efficient way to teach eternal values is via eternal books—
the most economical way to teach law, business, art, technology, and
yes—economics—is via story—for story alone contains our mythical
reality. Thus Homer's Odyssey and Bogle's Batte for The Soul of
Capitalism and Koch’s The Science of Success make natural gatekeepers
for a class on entrepreneurship, as they beckon us to look both
forwards and backwards—forwards towards the students' independent
projects and future ventures, and on back with humility towards the
greatest that has been spoken and written. On many levels, Artistic
Entrepreneurship & Technology is a revival of the classical liberal
arts education, replacing case studies and politicized, ephemeral
curriculums with the eternal verities.

For the rising generation is longing for Epic Story, and thus
opportunity abounds for artistic entrepreneurs to perform the
classical ideals in the contemporary context—in Hollywood and the
Heartland, on Wall Street and Main Street, in video games and

The primary goal of the AE&T and HJEF endeavors is to serve you with
most useful, informative, and inspirational resources regarding how
best to make your passion your profession, as we celebrate the words
of that classic entrepreneurial document in living ventures, “We hold
these truths to be self-evident, that all men are created equal, that
they are endowed by their Creator with certain unalienable Rights,
that among these are Life, Liberty and the pursuit of Happiness.”
Posted by 45 Surf Hero's Journey Entrepreneurship at 6:18 PM 0
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Summer Arts Entrepreneurship & Technology
Hello All,

It was a most enjoyable class this summer, and went by way too
quickly. I feel everyone got the hang of "Arts Entrepreneurship &
Technology"--the greater, higher wealth--truth and virtue--is from
where all lasting wealth derives.

Call that bluff as you write your final business plan. It isn't easy
bringing a new venture into the world, and there're a lot of people
selling snakeoil regarding how to "get rich quick." But all lasting
value comes from hard work, constant innovation, and the consistent
discipline it takes to perform a top-notch job, time and time again.

Know that the journey is a long, hard road, but also keep in mind that
the biggest risk you take is never setting off on down that road. File
those provisional patents! Register those trademarks! Take a couple
hours and file some copyrights! Incorporate! Register a domain or two.
It can all be accomplished in a few hours, and as way leads onto way,
that first step is a vast one.

In fact, the greatest risk one faces in entreprneurship is not taking
that first step.

"Way leads unto way" comes from a poem--I'm sure you've seen it

TWO roads diverged in a yellow wood,
And sorry I could not travel both
And be one traveler, long I stood
And looked down one as far as I could
To where it bent in the undergrowth;
Then took the other, as just as fair,
And having perhaps the better claim,
Because it was grassy and wanted wear;
Though as for that the passing there
Had worn them really about the same,
And both that morning equally lay
In leaves no step had trodden black.
Oh, I kept the first for another day!
Yet knowing how way leads on to way,
I doubted if I should ever come back.
I shall be telling this with a sigh
Somewhere ages and ages hence:
Two roads diverged in a wood, and I—
I took the one less traveled by,
And that has made all the difference.

Well, you all know that's Robert Frost. What's the market cap of his
collected works? What's the P/E ratio? When contemplating value,
always keep the fundamentals in mind, and always remember the
difference between money and wealth--they can print money, but wealth
you've got to create. Always focus on the higher ideals, and by and by
the bottom line shall follow. As Socrates said to his fellow

"I honor and love you: but why do you who are citizens of this great
and mighty nation care so much about laying up the greatest amount of
money and honor and reputation, and so little about wisdom and truth
and the greatest improvement of the soul. Are you not ashamed of
this? . . . I do nothing but go about persuading you all, not to take
thought for your persons and your properties, but first and chiefly to
care about the greatest improvement of the soul. I tell you that
virtue is not given by money, but that from virtue comes money and
every other good of man."

by Rudyard Kipling
IF you can keep your head when all about you
Are losing theirs and blaming it on you,
If you can trust yourself when all men doubt you,
But make allowance for their doubting too;
If you can wait and not be tired by waiting,
Or being lied about, don't deal in lies,
Or being hated, don't give way to hating,
And yet don't look too good, nor talk too wise:
If you can dream - and not make dreams your master;
If you can think - and not make thoughts your aim;
If you can meet with Triumph and Disaster
And treat those two impostors just the same;
If you can bear to hear the truth you've spoken
Twisted by knaves to make a trap for fools,
Or watch the things you gave your life to, broken,
And stoop and build 'em up with worn-out tools:
If you can make one heap of all your winnings
And risk it on one turn of pitch-and-toss, And lose,
and start again at your beginnings
And never breathe a word about your loss;
If you can force your heart and nerve and sinew
To serve your turn long after they are gone,
And so hold on when there is nothing in you
Except the Will which says to them: 'Hold on!'
If you can talk with crowds and keep your virtue, '
Or walk with Kings - nor lose the common touch,
if neither foes nor loving friends can hurt you,
If all men count with you, but none too much;
If you can fill the unforgiving minute
With sixty seconds' worth of distance run,
Yours is the Earth and everything that's in it,
And - which is more - you'll be a Man, my son! (or woman, my

Finally, Benjamin Franklin came up with a list of thirteen virtues:

1. TEMPERANCE. Eat not to dullness; drink not to elevation.
2. SILENCE. Speak not but what may benefit others or yourself; avoid
trifling conversation.
3. ORDER. Let all your things have their places; let each part of your
business have its time.
4. RESOLUTION. Resolve to perform what you ought; perform without fail
what you resolve.
5. FRUGALITY. Make no expense but to do good to others or yourself;
i.e., waste nothing.
6. INDUSTRY. Lose no time; be always employ'd in something useful; cut
off all unnecessary actions.
7. SINCERITY. Use no hurtful deceit; think innocently and justly, and,
if you speak, speak accordingly.
8. JUSTICE. Wrong none by doing injuries, or omitting the benefits
that are your duty.
9. MODERATION. Avoid extreams; forbear resenting injuries so much as
you think they deserve.
10. CLEANLINESS. Tolerate no uncleanliness in body, cloaths, or
11.TRANQUILLITY. Be not disturbed at trifles, or at accidents common
or unavoidable.
12. CHASTITY. Rarely use venery but for health or offspring, never to
dulness, weakness, or the injury of your own or another's peace or
13. HUMILITY. Imitate Jesus and Socrates.

Franklin originally set down just twelve virtues, but then realized
he'd left out the most important one--HUMILITY. Imitate Jesus and
Socrates. Humility will be your best friend on the long journey on
out--as an entrepreneur you must stay humble before the higher ideals
and the bottom line, before your customers and your employees alike.
Well, take ownership in those business plans! Dream the dream in the
words--do not be lead by deadlines and assigments, but always make
sure you're working for your those greater, enduring goals--those
dreams that make you you, for that is where all lasting wealth derives
from--owning one's destiny.

Best of luck with all those futue ventures, and remember all the
entrepreneurship resources on the class's websites.
Posted by 45 Surf Hero's Journey Entrepreneurship at 6:17 PM 0
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Wednesday, March 21, 2007
The Great Books Renaissance: Hero’s Journey Entrepreneurship Festival:
Fay’s 300, Bogle’s Battle, & Homer’s Odyssey
The Great Books Renaissance
Hero’s Journey Entrepreneurship Festival: Fay’s 300, Bogle’s Battle,
Homer’s Odyssey

Shot on a “spartan” budget with no major stars and breathtaking
technological artistry, William Fay’s number-one movie 300 (Legendary
Pictures) is breaking boxoffice records via that time-tested asset—
classical ideals rendered in classical story. John C. Bogle, the
founder and former CEO of Wall Street’s trillion-dollar Vanguard
Group, built Vanguard upon a classic, idealistic premise—the risk
takers—the common investors—ought get the rewards. Homer’s Odysseus
makes it on home not just via his warrior strength, but by his ability
to resist temptation while serving the higher ideals.
The students in Artistic Entrepreneurship & Technology 101 read
Bogle’s Battle for The Soul of Capitalism alongside Homer’s Odyssey,
joining a natural Fellowship that spans time and space, that ranges
from Wall Street to Main Street, from Hollywood to the Heartland, from
ancient Greece to popular culture. They see this—all lasting value has
ever been built upon values. And they’ll get to hear it from William
Fay, executive producer of 300, The Patriot, Superman, and
Independence Day, as he keynotes The Hero’s Journey Entrepreneurship
Festival on March 31st at Pepperdine University:

A couple weeks back HJE was honored to host Mr. Bogle, who delivered a
most eloquent speech “Vanguard: Saga of Heroes,” in which he paid
tribute to the spirit of the Great Books, as well as the contemporary
video game Vanguard: Saga of Heroes. Though he is the last to call
himself a hero, the fact is that John Bogle always put his crew’s and
clients’ interests before his own “spartan” desires. The Wall Street
Journal reported on how he resisted the temptation of hundreds of
millions dollars that could have easily been his throughout his
career, had he not stayed focused on his simple moral premise—every
fee taken by the management comes from the common investor. 300
captures the spirit of Bogle’s Battle, and one can almost envision
Bogle leading a small crew of Spartans on Wall Street, motivated not
by riches nor wealth, but by Honor and Duty, en route to creating
Vanguard—the Street’s best deal.

Director Zach Snyder also lead a small production crew against common
wisdom, and 300, based on the historic battle of Thermopylae described
by Herodotus and rendered in Frank Miller’s graphic novel, is now
making history. In this era of burgeoning Hollywood budgets and star-
driven remakes, 300 was shot for less than 65 million—less than half
of what a modern Hollywood epic costs—and instead of relying on stars,
it created stars. 300 was shot entirely indoors, marrying cutting-edge
technology to the timeless principles of Honor and Duty, and emerging
with the lasting Glory of an Epic Story. King Leonidas’s can be heard
resounding throughout Hollywood—“A new age has come—an age of
And 300 touched a nerve. Though the fashionable postmodern sunglasses
obscure this reality to many, the fact is that 300, like The Odyssey,
“lifts the great song again,” via the ideals of Honor and Valor. 300
defines Artistic Entrepreneurship & Technology—marrying timeless
ideals to tomorrow’s technologies, performing epic truths in the
living language, and returning home with the elixir—the lasting value
of a timeless epic. It is quite an honor to have William Fay keynoting
the HJEF.
Fay and Bogle demonstrate that opportunity abounds for those seeking
to perform the classical ideals in the contemporary context—for those
willing to own the risk of the renaissance. The HJEF is also quite
honored to be hosting Flint Dille and John Zuur—of filmandgames.com—
who are pioneering the merger of the two mediums, as well as utilizing
the interactive technologies of video games to bring story to life.
And Christopher Vogler of The Writer’s Journey and David Whatley of
The Hero’s Journey video game will make for a most fascinating panel.
Bogle's Battle opens with a flourish from St. Paul, I Corinthians, “If
the trumpet give an uncertain sound, who shall prepare himself to the
battle?” And 300’s King Leonidas tells us, “Well that’s an easy cho
for us to make, Spartans never retreat, Spartans never surrender!”
So come join us on March 31st for that which has been a long-time
coming—a Great Books renaissance—a revival of the classical spirit and
soul which shall be driven by humble heroes—seeking not Glory itself,
but the Honor and Duty that leads to the Glory of Epic Story—rendered
in tomorrow’s video games, ventures, novels, and films.
Posted by 45 Surf Hero's Journey Entrepreneurship at 7:59 AM 0
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Monday, March 19, 2007
Hero's Journey Entrepreneurship: March 31st @ Pepperdine
Hero's Journey Entrepreneurship: March 31st @ Pepperdine
"The stock exchange is a poor substitute for the Holy Grail" --Joseph
Imagine video games with plots, characters, and Epic storytelling.
Imagine contemporary novels and movies with the same--with heroes and
heroines--with Audrey Hepburns and Steve McQueens; whence our own John
Wayne and Man with No Name ride into town for the showdown where story
trumps spectacle, where Beatrice exalts Dante, and Odysseus sails on
home to Penelope. Imagine software systems and startups that actually
pay the artists and talent--the filmmakers, models, photographers, and
bands. Imagine new classes/research programs/ventures supporting all
this. Join the Hollywood Renaissance on March 31st, 2007.

Posted by 45 Surf Hero's Journey Entrepreneurship at 10:24 PM
John C. Bogle, Founder & Former CEO of Vanguard Delivers
Entrepreneurship Week Keynote

Click To Play

John C. Bogle, Founder & Former CEO of Vanguard Delivers
Entrepreneurship Week Keynote
Across the country, colleges and universities will celebrate
Entrepreneurship Week (February 24 to March 3, 2007) with lectures and
special programs reflecting on the significant role entrepreneurship
plays in creating “the wealth of nations.” Typically thought of as a
venue for business and industry, entrepreneurship’s ideals and
precepts can be found in all realms of a classical liberal arts
education—in every epic story based on the classic Hero’s Journey,
from The Odyssey, to the American Founding, to Wall Street
entrepreneur John Bogle’s founding of Vanguard.
Campbell’s Hero’s Journey tells of the reluctant hero hearing a “call
to adventure.” They embark on a “road of trials,” ascend the mountain
and “return on home with the elixir”—ideals rendered real in the
service of others. And classic entrepreneurs like Bogle, who keep the
higher ideals above the bottom line as did Odysseus, are needed on
Wall Street and Main Street, in Hollywood and the Heartland, in
academia and government—such is the call to adventure in Artistic
Entrepreneurship & Technology 101.
Bogle first heard the “call to adventure” in 1949, when, while
searching for a senior thesis topic at Princeton, he came across a
Fortune Magazine article which stipulated that money managers rarely
beat the market. Why then—he applied common sense to the obvious—the
same common sense which let Einstein, Shakespeare, and Twain spin gold
from the obvious—are we paying money managers? Bogle’s 1951 senior
thesis set his ideals in stone, “The principal function of mutual
funds is the management of their investment portfolios. Everything
else is incidental . . . Future industry growth can be maximized by a
reduction of sales loads and management fees . . . Mutual funds can
make no claim to superiority over the market averages . . . funds
should operate in the most efficient, honest, and economical way
Walter L. Morgan, founder of the famous Wellington Fund, read Bogle’s
thesis and became his “mentor” and boss. Bogle “crossed the threshold
taking the train from Princeton to Wall Street—and went on to replace
his mentor as head the Wellington Fund, whence he assembled a
“fellowship” of whiz-kids who had achieved an extraordinary record
over the previous years. They accompanied him on the “road of trials”
as they lead Wellington to new heights. But then, during the market
decline in the early seventies, Bogle found himself fired in a
“reversal of fortune.”
In the darkness of the “belly of the whale,” he saw opportunity. He
would ride back into town for a “showdown.” Bogle writes, “The Compan
directors who fired me comprised a minority of the board of Wellington
Fund itself, so I went to the Fund Board with a novel proposal: Have
the Fund, and its then—ten associated funds (today there are 100),
declare their independence from their manager. It wasn't exactly the
Colonies telling King George III to get lost, as it were, in 1776. But
fund independence—the right of a fund to operate in the interest of
its own shareholders, free of conflict and domination by the fund's
outside manager—was at the heart of my proposal.”
Bogle won this battle, and he implemented the moral premise of his
Princeton senior thesis in the form of the world’s first index fund,
returning on home with the “elixir” that is Vanguard, enriching the
common investor with “the ultimate boon.” Managing the Wellington fund
by hiring partners based on past performance had been a “refusal of
the call” he had heard back at Princeton—a “temptation from the true
path.” But our humble hero, buoyed by the eternal ideals of service,
simplicity, and common sense, was “resurrected” in Vanguard, stronger
than ever.
Bogle humbly describes the apotheosis: “The magic, such as it may be,
of the index fund is simply that it gets the croupiers largely out of
the game: No sales charges; no management fees; tiny operating costs;
virtually no transaction costs; high tax efficiency. Anyone could have
had—and I imagine many others did have—this banally simple, completely
obvious insight.” So it is that many hear the “call to adventure,” bu
all too often the story ends with the “refusal of the call.” Like
Odysseus, Bogle sailed it on home.
Some controversy surrounded Bogle stepping down as Vanguard’s
chairman, but by then our veteran voyager had demonstrated that there
was but one who could string the bow. The Vanguard brand retains its
value via Bogle’s senior thesis, books, and speeches—by his words,
just as the Odyssey has voyaged over 2800 years by Homer’s words.
Ideals are real, and thus make excellent long-term investments.
Just as Odysseus was opposed in his own home, Bogle has oft been
opposed by Wall Street Lotus Eaters who prefer short-term temptations—
the Sirens of speculation and Wall Street’s casinos—over the long-term
wealth that is generated by the prudent allocation of capital towards
rugged innovation, integrity, and classic entrepreneurship—the kind of
investing that the world’s greatest investor—Warren Buffett—also
happens to favor. The common sense premise of classic entrepreneurship—
the risk taker ought get the reward—resounds throughout all of Bogle’s
While Odysseus was risking his life, serving his country in battle,
the suitors to his wife Penelope stayed back home, partying and
depleting the wealth of his estate, just as the ironic, managerial
class is depleting the wealth of our savings, investments, and
cultural heritage. In the opening words of The Odyssey, Homer tells us
why we ought to read Bogle’s Battle for the Soul of Capitalism:
He saw the townlands
and learned the minds of many distant men,
and weathered many bitter nights and days
in his deep heart at sea, while he fought only
to save his life, to bring his shipmates home.
But not by will nor valor could he save them,
for their own recklessness destroyed them all
children and fools, they killed and feasted on
the cattle of Lord Helios, the Sun,
and he who moves all day through heaven
took from their eyes the dawn of their return.
Of these adventures, Muse, daughter of Zeus,
tell us in our time, lift the great song again.
--Homer's Odyssey, translated by Fitzgerald
Battle is a most optimistic book, beginning with a call to the rising
generation “To begin the world anew.” Bogle “lifts the great song
again,” reminding us that entrepreneurship is a humble hero’s journey
an art that must be performed in the context of immortal ideals. Bogle
writes, “In retrospect, I believe that idealism—the dream of a better
world; fairness to one's fellow human beings; focus on simplicity;
emphasis on stewardship—has driven my life from Blair Academy to
Princeton, and then through my long career. Happily, I've learned that
the link between idealism and economics is a powerful one. Indeed,
both Vanguard's structure and the index fund concept are classic
examples of the fact that enlightened idealism is sound economics.”
As we celebrate entrepreneurship week, we must celebrate those Great
Books and Classics that have bestowed upon us the everlasting wealth
that exalts the better angels of our nature. The soul is defined not
via science, but via Epic Story, and thus the soul of capitalism
derives not from economics, but rather economics derives from story—
from hero’s journey entrepreneurship performed both in living ventures
and immutable classics. By studying artistic entrepreneurship,
students will see the vast opportunity that abounds in the humble
service of higher ideals—in owning the risk of the renaissance.
So come join us on March 31st, 2007 for the first annual Hero's
Journey Entrepreneurship Festival!
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