Wharton@Work

May 2025 | 

Unstoppable: Lori Rosenkopf Empowers Entrepreneurs

Lori Rosenkopf’s Mission to Empower Entrepreneurs

In this fifth installment of our Spotlight series, we interview management professor and Vice Dean of Entrepreneurship Lori Rosenkopf. With her new book, Unstoppable Entrepreneurs, and a front-row seat to Wharton’s entrepreneurial evolution, Rosenkopf is showcasing founders who defy expectations — and the lessons they offer us all. She also shares how her own nonlinear journey inspired Unstoppable Entrepreneurs, the hobby that uncovered a new well of creativity, and the song she’d have playing when she walked onto the TED stage.

Wharton@Work: As a professor, researcher, and vice dean of entrepreneurship, you juggle a lot of responsibilities — so writing a book is no small undertaking. What inspired Unstoppable Entrepreneurs? Was there a turning point or a series of experiences that led you to spotlight and draw lessons from the entrepreneurial journeys featured in the book?

Lori Rosenkopf: I wrote the book because role models matter — and the celebrity entrepreneur stereotype we often see in the media doesn’t reflect the rich variety of paths our students and alumni actually take. In Unstoppable, I profile seven founders who defy that mold, each following a different pathway to entrepreneurship. Their stories reveal a mindset and lessons that can inspire and guide others, no matter where they’re starting from.

The idea grew out of my own nonlinear journey. I started as an engineer and worked at places like Kodak and Bell Labs — icons at the time, but less recognizable to students today. I became curious about why some companies lose their edge, and that eventually led me back to school for my PhD in management of organizations, studying innovation and entrepreneurship more deeply — not just the technologies, but the people and decisions behind them.

W@W: You've had such a dynamic journey, from mapping networks in your research to becoming vice dean of entrepreneurship. How did your academic and administrative roles shape the idea for your book?

LR: For 20 years, my research focused on understanding which people and technologies would succeed. As I moved into administrative roles, I became vice dean of the undergraduate program in 2013, where I launched initiatives to help students break into tech. We built trips to the Bay Area to connect students with alumni and developed a class that integrated research with real-world insights from practitioners — sometimes virtually, which was groundbreaking at the time. These efforts helped me expand my network on the West Coast and beyond, eventually leading me to my current role as vice dean of entrepreneurship. The role includes moderating panels of alumni entrepreneurs, and it was at one of these events a colleague suggested I write a book — so here we are.

W@W: Who is your book for, and what do you hope your readers will take from it?

LR: I hope anyone who reads Unstoppable will be inspired to be more entrepreneurial. My book challenges the celebrity entrepreneur myth and highlights how everyone, in their own way, is creating value through innovation — whether through new products, services, or simply finding more effective ways to do things. Entrepreneurship isn't just about financial value; it's also about social and emotional value. I want readers to realize that they’re already entrepreneurial and be inspired to embrace and amplify that mindset. The book also offers valuable insights for seasoned entrepreneurs. Resilience is a key theme, as every entrepreneur profiled demonstrates the ability to overcome challenges and adapt, whether in response to feedback or external shocks like COVID or economic uncertainty.

W@W: Can you share the story of one of your featured entrepreneurs?

LR: One of the entrepreneurs featured in the book is Jesse Pujji, who embodies the “Bootstrapper” pathway. He built a highly successful digital marketing firm called Ampush with two friends from Wharton, despite not taking on equity financing or debt. After years in banking and consulting, Jesse and his co-founders capitalized on the opening of Facebook's API to help companies manage their digital ad spending. The firm thrived, and was eventually sold for eight figures. Jesse then founded Gateway X, a holding company that helps tech startups in various ways, continuing the entrepreneurial spirit of building from the ground up.

W@W: Outside your administrative and teaching obligations, what do you do for fun? Do you have any hobbies?

LR: I’ve gotten really into painting lately, though I have to admit, it’s paint by number! I never saw myself as an artist, but a few years ago, my daughter gave me a paint by number set, and now I’m hooked. It’s the perfect way to unwind and clear my mind. It’s also given me a new appreciation for real painters and helped me see color and composition in a whole new light. I've done quite a few paintings, and I’ve even hung some of them up at home. I highly recommend it as a relaxing, creative outlet!

W@W: If you hadn’t chosen academia, would painting have been your career choice?

LR: Oh no! I’d love to pursue painting when I retire, but if I wasn't an academic, I think I would've tried my hand at standup comedy. I’ve always enjoyed preparing and speaking in front of a group, and the challenge of making people laugh is a big part of that for me. I especially love it when I get a chance to roast a colleague at an event. It's not just about the jokes, though. Some people are naturally funny, but to put an act together and keep people's attention for a longer period of time requires some sort of structure. The best stand-up comics are masters at crafting their material. Everything they say builds to an unexpected, hilarious conclusion. It’s the same reason I enjoy roasting someone: it’s about structure, timing, and making every piece of the performance count. It’s interesting how I’ve come to think about composition in so many ways — whether it's through paint by number, stand-up, or in my academic work, where it's about analyzing data and presenting it in a way that engages and convinces. It all comes down to creation and communication.

W@W: If you were giving a TED Talk, what song would you want to play as you walked on stage?

LR: That’s an easy one! I actually thought about this the last time I moderated a panel of entrepreneurs at the Global Forum in São Paulo. Their panel discussions are high production, complete with stage lighting, branded backdrops, and walk-on songs for presenters. At the time, we had just landed on the title for my book, and I told them, “Next time I’m here, you’ve got to play 'Unstoppable' by Sia.”