Abstract
Our article contributes to critical perspectives on entrepreneurial learning by explicating how advice functions as an entrepreneurial product disseminated online. While academics are often critical of online advice, they nevertheless acknowledge that it is thriving. Therefore, we combine critical perspectives on entrepreneurial learning and public pedagogy to examine advice, often presented as rules, tips and reasons, on how to become a successful entrepreneur. We provide insight into how this online advice recursively reinforces who, what and how successful entrepreneurs should be. Subsequently, we demonstrate how online advice acts as public pedagogy reproducing gendered entrepreneurial ideals that shape broader understandings of the entrepreneur.
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