How artifacts shape feedback interactions in new venture ideation

Abstract

Entrepreneurs rely on artifacts—such as verbal accounts, texts, images, presentations, and prototypes—to share their new venture ideas with stakeholders and gather feedback. While artifacts are central to entrepreneurial processes, we know little about how their differences shape feedback interactions and influence the evolution of ideas. This study addresses this gap with a longitudinal multiple-case study of new venture ideation. Drawing on design theory, I propose a typology of entrepreneurial artifacts based on abstraction and aggregation. The findings reveal how distinct artifact types shape feedback interactions, helping entrepreneurs balance exploration with refinement. The study also highlights both the creative opportunities and the potential risks associated with different artifact types, offering actionable insights for managing iterative idea development. These contributions enhance our understanding of materiality in entrepreneurship and provide practical guidance for fostering creativity in dynamic and uncertain contexts.