Views & Visions

When most people think of entrepreneurship, they think of small businesses and side hustles or startups and spinouts. At the Marshall University Center for Innovation and Entrepreneurship (iCenter), when we think of entrepreneurship, we think of innovation. Innovation not only sparks new ventures—it enables existing businesses to adapt, grow, and scale in an ever-changing world. It is the foundation that allows ideas to evolve into lasting impact.

Our story begins in 2017, when Marshall hosted the Innovating for Impact Design Challenge. Brad D. Smith, then CEO of Intuit and now president of Marshall University, came to campus with his team to introduce students, faculty, and staff to Design for Delight (D4D), Intuit’s approach to design thinking. This human-centered, iterative process for solving complex problems is used at the world’s leading companies, including Google, Apple, Amazon, and, of course, Intuit.

Students applied the D4D process to some of West Virginia’s most pressing challenges: expanding educational access in rural communities, addressing substance use disorder, and creating technology-driven job opportunities. The experience culminated in a Shark Tank-style competition judged by Smith, Jennifer Garner, and Chad Pennington.

The excitement of the competition left everyone asking, “What’s next?” Dr. Ben Eng, a marketing professor at Marshall, dreamed of something more enduring than a one-time event. The iCenter was born and, with it, a commitment to embed innovation across West Virginia.

Innovation as Infrastructure

At Intuit, the company’s transformation from a desktop-based software company to a global cloud-based platform leader is widely attributed to its embrace of D4D and its Innovation Catalyst model that was used to spread the process throughout the company. At Marshall’s iCenter, we have adapted that same philosophy to higher education.

Our Innovation Catalyst Program is built on a simple, but powerful, idea: train at least one Innovation Catalyst in every department across campus. These individuals become champions of D4D, equipped to lead others in solving problems creatively, collaboratively, and effectively, with the goal of making Marshall one of the most agile and innovative institutions in higher education.

The result is a transformational multiplier effect. For example, if a faculty member in the College of Education learns D4D and shares it with their students, those future educators can carry it into their classrooms across the state, and a new generation of innovators will be born.

As of spring 2026, 48% of units across Marshall’s campus now have an iCenter-trained Innovation Catalyst and more than 5,000 individuals have been trained in D4D, building momentum toward a campus-wide culture of innovation.

Building the Pipeline

Lasting change does not happen overnight, but it does begin earlier than many think. We believe the sooner students are introduced to innovation, the greater the long-term impact on both individuals and communities.

The West Virginia Governor’s School of Entrepreneurship brings 50 high school students to Marshall’s campus each summer for an immersive, 10-day experience. Students live and learn together while using D4D to develop startup ideas that address real-world challenges.

In 2021, the iCenter was part of a collaborative effort with EdVenture and West Virginia University (WVU) to create a four-course entrepreneurship and innovation pathway within the state’s Career and Technical Education (CTE) system that is now being offered across the state. In collaboration with the West Virginia Department of Education, we are now also piloting entrepreneurship curriculum in five elementary classrooms.

By introducing innovation early, we are not just preparing future entrepreneurs, we are developing adaptable, creative problem-solvers who can thrive in any field.

Accelerating Entrepreneurship

Building a pipeline of innovators is only part of the equation. Equally important is ensuring that when ideas are ready to move forward, founders have access to the resources, mentorship, and networks that are needed. To support founders beyond the classroom, we launched the gBETA at Marshall’s iCenter accelerator in partnership with gener8tor. As a result of a successful pilot in summer 2025, the five inaugural startups created three West Virginia jobs and raised more than $3 million in capital.

This momentum has been sustained by a $1.2 million investment from Quality Insights, enabling us to expand the program over the next three years.

Designed as a virtual, no-cost, no-equity accelerator, gBETA lowers barriers to entry and ensures access to entrepreneurial resources is not limited by geography or financial means.

Looking Ahead

Through the iCenter’s strategic focus on entrepreneurship, intrapreneurship (corporate innovation), uni-preneurship (our name for driving innovation at Marshall), and partnership, we are embedding D4D across companies, communities, and classrooms. In so doing, we are designing West Virginia as the next startup state.

This approach helps launch new ventures, strengthens existing businesses, and transforms how institutions operate. Just as importantly, it connects these efforts into a broader system that supports innovators at every stage.

Alongside our partners from across the state, we are helping build a more innovative, resilient, and opportunity-driven future for West Virginia.

Tricia Ball is the executive director of Marshall University’s iCenter and the co-chair of the university’s Entrepreneurship Pillar of Excellence. She formerly served as the president and CEO of the Huntington Regional Chamber of Commerce. Ball serves on the West Virginia Chamber of Commerce Foundation Board, FaithHealth Appalachia Board, Marshall University June Harless Center Advisory Board, and gener8tor’s gBETA Advisory Board. She is also a Right to Start Ambassador. Ball grew up in southwestern Pennsylvania where she learned the transformative impact of entrepreneurship from her parents.