By Cristy Salanga, Patent Manager, and I-Corps Program Director

Northern Arizona University 

Embarking on the NSF I-Corps journey is an eye-opening experience for researchers and entrepreneurs alike. The program pushes participants to step out of their comfort zones, engage with real customers, and rethink how they approach innovation.

Here are five key lessons learned from participating in NSF I-Corps:

1. Customers Are Your Compass

One of the biggest takeaways from I-Corps is that your customers—not your assumptions—should guide your decisions. You may start a course thinking you know what your customers need, but many times, this assumption is off base from their true problems and needs. Through customer discovery interviews, you’ll learn what your target customer truly values, helping you align your product with their needs.

2. Be Ready to Pivot

Innovation rarely follows a straight line. Many participants enter the course with a clear idea of their product’s purpose, only to discover that their initial assumptions of who would buy in to their solution were off target. I-Corps teaches you to embrace feedback and pivot toward better opportunities.

3. Feeling Uncomfortable Means You’re Doing It Right

Customer discovery is a rewarding and insightful process, but that doesn’t mean it’s an easy journey! Reaching out to initiate conversations and talking to strangers can be daunting, and fortunately, it gets easier the more you do it! If you are feeling uncomfortable, you’re doing it right and getting out of your comfort zone. The program instills a mindset of constant learning and iteration, encouraging participants to remain curious, adaptive, and customer-focused throughout their entrepreneurial journey.

4. Communication is Key

Explaining complex ideas to non-technical audiences is a skill every entrepreneur needs. Being able to distill your solution into a clear statement focused on the problems and the benefits your product or service provides help you communicate your value proposition. I-Corps trains participants to distill their research into clear, compelling messages that resonate with customers, investors, and stakeholders.

5. Collaboration Fuels Success

The I-Corps program emphasizes teamwork, and the dynamics between the team and the roles they play in a short, fast-paced course. Learning to leverage each team member’s strengths can significantly enhance your results.

NSF I-Corps is more than a training program—it’s a transformative experience that reshapes how you approach innovation and entrepreneurship. Whether you’re a researcher exploring commercialization or an entrepreneur validating a concept, these lessons will stick with you for years to come.