“Who am I as an entrepreneur? What kind of entrepreneur do I want to be?” How aspiring entrepreneurs address these questions shapes how they build their businesses, says Winnie Jiang, Assistant Professor of Organisational Behaviour at INSEAD. Her research shows how entrepreneurship represents a journey of self-discovery and transformational growth, as she shares in this episode of INSEAD Explains Entrepreneurship.

The role of identity

Identity is central in this process. It determines whether people see entrepreneurship as something that is for them, and how they find ways to navigate the road ahead. Identity matters in everyone’s entrepreneurial journey, and more so for those who have never imagined themselves becoming business owners. To them, it’s a huge identity shift. 

With Amy Zhao-Ding and Shelly Qi, Jiang studied 61 women from humble backgrounds in China and saw how they responded when given the chance to re-imagine who they could become.

For people who feel like parts of who they are conflict with the notion of being an entrepreneur, it can feel like an invisible roadblock. Jiang found that much of these women’s self-doubt came from identities they already carried – such as being poor, not completing high school or being a caregiver – which can clash with entrepreneurial aspirations. 

Navigating identity conflicts

Some of these women managed to turn identity conflict around and forge a path that felt authentic to them. In Jiang’s research, the transformational journey framework shows three paths people take when experiencing identity conflicts. 

The first is elevation: they push aside doubts and eventually embrace the entrepreneur identity. The second is experimentation: they test, learn, seek support and gradually build confidence. The third is entrenchment: they feel overwhelmed by fear or self-doubt and eventually walk away. 

Overcoming identity conflict involves changing our perception of how our various identities relate –  from being in conflict with each other to being compatible or even synergistic. Transformation happens when people manage to reinterpret their backgrounds as a source of resilience, resourcefulness and grit, which are qualities that directly fuel entrepreneurial success.

Jiang’s research also reveals two things that matter in helping would-be entrepreneurs succeed: How they make sense of past failures and whether they have a mentor, peer or supporter who can help them manage difficult emotions and reframe their struggles in a more positive light. For instance, support programmes and incubators can empower individuals from marginalised groups[MOU2]  by helping them reinterpret their backgrounds as sources of resilience and strength. When that happens, entrepreneurship can truly become a way to unlock possibilities and rewrite life stories.