A spiral approach to teach value propositions using the NABC framework in core engineering courses

Abstract

In recent years, entrepreneurial mindset has become a hot topic in engineering education. The core of the entrepreneurial mindset on which we focus is summarized succinctly by the three C's: Curiosity, Connections, and Creating value. This paper describes ways to use a tool within the engineering curriculum focused on creating value. Specifically, we utilize the Need-Approach-Benefits-Competition (NABC) framework developed by Stanford Research International to teach engineering students how to articulate value propositions. Our teaching approach involves multiple assignments or projects that expose students to the NABC framework in several core engineering courses, with each subsequent assignment building on the previous experience that the cohort of students has with the NABC framework (i.e., a spiral approach). We argue that such a spiral approach using the NABC framework is advantageous in order to instill a value creation mindset in engineering students.