Entrepreneurship and the phenomenology of experiential design: Applying the “Lifeworld” of Merleau-Ponty

This paper explores the intersection of phenomenology, design, and entrepreneurship in order to extend and enhance recent scholarly work that frames business venturing as an expression of experiential and design-oriented practice. Applying Merleau-Ponty's concept of the "lifeworld" – where matter, life, and mind are all fully integrated – our approach emphasizes the centrality of embodied cognition in human experience, meaning that the human mind is not structured by specific goals as much as it is structured by body schemas, artifacts, tools, language, culture, and the interplay between spontaneity and repetition. This is particularly true for entrepreneurs, where the integration of lived experiences into the development of novel products and services not only promotes innovation but also redefines entrepreneurial practice as a dynamic, iterative process that fortifies deep connections between entrepreneurs and consumers of their goods and services. By framing entrepreneurship as a design practice informed by Merleau-Ponty's theories, our study illuminates the role of language and the temporality of the lived body in shaping entrepreneurial processes. We demonstrate how embodied engagement leads entrepreneurs to adapt their narratives in response to dynamic market conditions, thereby fostering innovation and strategic development.