When we think about what makes an entrepreneur successful, certain traits surface almost immediately—vision, grit, leadership, financial acumen, and an ironclad work ethic. These are the qualities we expect, teach, and often celebrate. But there’s another trait, far less discussed, that quietly powers some of the most groundbreaking businesses of our time: curiosity.
Curiosity is Not Just a Personality Quirk—It’s a Business Strategy
Curious founders don’t just accept the world as it is. They walk into rooms, scroll through markets, or sit in meetings and ask: Does this have to be this way? It’s a mindset that doesn’t rest on existing solutions. It probes, reimagines, reinvents.
This line of questioning is often the birthplace of new ventures. Whether it’s making a process faster, a product cheaper, an interface easier, or a design more compelling—curiosity is often what leads to that first spark. And once the business is in motion, that same drive keeps the wheels turning.
Curious leaders ask:
- What’s the real customer sentiment?
- What’s my competition doing better—or worse?
- How are internal dynamics affecting productivity?
- What might my team see that I don’t?
In other words, they’re constantly scanning for data, feedback, and new angles—not just to grow, but to improve how they grow.
Two Case Studies in Curiosity-Driven Entrepreneurship
Consider Kevin Plank, the founder of Under Armour. A college football player tired of sweating through his cotton shirts during brutal summer practices, Kevin wasn’t satisfied with the discomfort. Most of his teammates accepted it as part of the game. But Kevin, already running a small T-shirt business, got curious. He started visiting textile manufacturers, asking questions about moisture-wicking fabrics. That curiosity—paired with persistence—led to the creation of a global brand now pulling in $5 billion in annual revenue. And the same curiosity has kept Under Armour adapting to consumer needs and market changes, long after its initial product breakthrough.
Or take Joel Holland, who sold his first company and hit the road in an RV. While the daytime drives thrilled him, he dreaded the nights spent in uninspired RV parks. Why couldn’t he camp at scenic farms or wineries? Instead of accepting the norm, Joel asked around. That led him to Harvest Hosts—a niche business with huge potential. He acquired the company in 2018 when it had 600 locations and 6,000 members. Today, it boasts over 200,000 members and 5,400+ unique locations, fueled entirely by one question: Why not?
Why Curious Leaders Stay Ahead
Curiosity is what allows founders to zoom out during market turbulence and spot new patterns before others do. It empowers them to experiment, pivot, and evolve—qualities that are increasingly critical in our current climate of constant disruption.
In contrast, those who default to certainty and status quo thinking may find their products stagnating, their teams disengaged, and their markets outpaced by more agile competitors.
In a world where change is the only constant, curiosity isn’t a luxury—it’s a survival skill.
So here’s the question to consider:
What part of your business have you stopped being curious about—and what might happen if you started asking new questions again?