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venture creation process.

Emergent Themes in Motivation

The data suggests seven predominant motivational themes are resident in the triggers and motivations of the environmental entrepreneur. These themes are consistent across the participant population and serve to provide an apt description of the triggers to initiate, and motivations to embark upon, the new venture creation experience. This is especially relevant given that the consideration of initiating the new venture creation experience, in most cases, stems from a virtual dearth of previous experience. Notably, only three of the participants ever had prior entrepreneurial experience. It is interesting that one witnessed adverse effects of others who decided to engage in the entrepreneurial experience. In general, most expressed an absence of knowledge of the intricacies of entrepreneurship or starting a business.

Theme 1: The Significance of the Vision for a New Identity

The first emergent theme is the prevalence of the scientist's vision for the future. The environmental entrepreneurs stated that their existing circumstance was not consistent with the way they envisioned their lot in life. This is evidenced in statements such as “I had always thought I would be the principal of a company by now...,” or “I thought there must be more to my work life than this.” The scientists went on to detail their proposed ideal job, had the progression of their career taken a different tack. Many stated their current position effected how they saw themselves in statement such as, “I could not envision myself doing this for the rest of my life,” or “I liked the idea of owning/running my own business.” Such statements served to create the impetus for a mental consideration of other alternatives designed to satisfy the perception of their ideal.

Theme 2: Framing the Motivation

The second emergent theme is that the participants started with a conceptual determination of the validity of their decision. Most had reservations to varying extents based on the perceived difficulties of such an ordeal. To overcome these reservations, the scientists completed either a mental or literal cost/benefit analysis that ultimately resulted in the decision to engage in the new venture creation process. The scientists used wording such as, “... when I considered the costs and outcomes...” or “I figured the hardships were worth the risk...” It is important to note that the decision is most often based on perceived costs and supposed benefits as opposed to thoroughly engaging in academic research.

Theme 3: Rationalizing the Choice

The third theme in the decision to engage in the new venture creation process involves judgment as to the potential efficacy of the decision. The entrepreneurs rationalized their decision based on intuitive judgments and observational judgments. This is present in statements such as, “... if Joe can do it, so could I...” and “... I had known others who were not as smart as I and they were successful...” Others base this determination on their current abilities. This is shown in statements like, “... I knew the science so I knew I could be successful...” or “... I had been in the business for years and knew all about the environmental field.” Once the quandary is determined to be plausible and entrepreneurship appears to be consistent with their vision for the future,