Published: June 8, 2023

Stefani H  0:06  
Welcome to another episode of Creative Distillation. Your hosts Jeff and Brad from the University of Colorado Boulder is Leeds School of Business discuss entrepreneurship research while enjoying fine craft beverages. We're rounding into the homestretch on our LA road trip. With these last few episodes recorded on site at the 19th Annual Social Entrepreneurship Conference hosted by USC Marshall School of Business. For this one, we're coming to you from an outdoor conference cocktail party, Brad and Jeff speak with Diana Hechavarria Associate Professor of Management at the Rawls College of Business at Texas Tech. The three discuss a wide range of topics until they are interrupted by Joel, our producer, being attacked by rats! After that they focus on Diana's most recent paper, eight years in the making, "Cross-cultural implications of linguistic future time reference and institutional uncertainty on social entrepreneurship," published in 2023 in the Strategic Entrepreneurship Journal. Enjoy and cheers!

Jeff  1:15  
Welcome to Creative distillation where we distill entrepreneurship research into actionable insights. I'm your host, Jeff York, research director at the University of Colorado Boulder leads School of Business Deming Center for Entrepreneurship. Do you like that brand? Yeah, I actually love that roll off the tongue. I said the exact same number of words but I said them in a slightly different order. It is it's a day of drinking and it actually just flows much much about Yeah, you know, it's something about that, you know, you can't drink all day if you don't start in the morning. And speaking of what your commerce Swizzle sticks, congrats, Oh, awesome. Now we actually store our beverages, which is good. So continuing our la road trip that we are here at the lovely USC

Brad  1:56  
hotel sitting out in the courtyard here is actually

Jeff  1:59  
pretty nice and having producer Joe lurking in the background like the Bruce Willis and his prime. Individual he is back there is always nice, and he is happy because we're gonna have some beverages tonight. And when I chose favorites, rum was on the menu. So we are here after a day of investigating beverages around the greater LA area. We have arrived at the reception for the social entrepreneurship Research Conference 19th Annual Conference at USC this year, we'll be going back to the Kelley School over at Indiana University next year, but right now it's at USC Marshall School of Business. We met earlier with our hosts here tonight. And now we're going to be talking to scholars during the reception about their work. Are you excited, Brad?

Brad  2:42  
I'm excited to some of these folks. You look very excited. Yeah. Well,

Jeff  2:47  
we will talk about that. Let's and Brad is Brad is so clever. He has come up with an innovation. So here's an actionable insight. Like right off the bat here. Let me get ready because I got a feeling Brad, I got a funny feeling the actionable insights are gonna

Brad  3:01  
fly. They may after a couple of days.

Jeff  3:05  
They met Yeah. So anyway, we'll get to that. Actually, I'm site number one. If you are interviewing people at a reception, and you have procured many local beverages, it's better to let them introduce themselves. Okay. Introduce yourself.

Diana Hechevarria  3:24  
Hi, everyone. My name is Diana Hechevarria. I'm an associate professor at the Ross College of Business at Texas Tech University.

Brad  3:32  
And we are so happy we really happy

Jeff  3:34  
to have you here with us. Thank you very much for reducing yourself. So Dad, you are so lucky. You're our first interviewee of the night. We're really excited to see you that means you get your choice of virtually any beverage we have here tonight. Yeah, so what we have we have procured cutwater rum, which is from San Diego and I've never tasted in my life if it's any good. We'll see if we really mix that either with Portuguese blend a pineapple mint leaf soda. These are both from real soda in real bottles. We met de Ginsburg founder that and so these are so does he like his created and the second creation that you can mix your rum with is called brainwash, out brainwash has a picture of a skull with its brain exposed. It says carbonated drink are you gonna have a beer? We have many many beers. They're all very good what with what would you like to have

Diana Hechevarria  4:20  
my dear friend Jeff, I'm gonna go with some rum and door number one with the mint, whatever cream sodas situation because I think if I have a brainwash, I might lose all my brain.

Jeff  4:31  
Brainwashed looks really good. I mean, they make all these crazy sodas, and there's a place in California called the Portuguese bin. And it's got she got picture of it on the bottle. And he created this as a memento to a drink they had in Portugal, which was pineapple with mint leaves on top of pineapple, Brazil and Brazil. But what do we think about this? It's first of all, it's fluorescent green.

Diana Hechevarria  4:55  
Makes me think of Miami. Today. It doesn't really Yeah, it's very like you Take up a mojito had more sugar. Yeah, it's got a lot of

Jeff  5:02  
sugar. There is a lot of sugar. I agree with that. I don't know about this room though. I'm a little.

Diana Hechevarria  5:07  
Maybe you need more rum.

Jeff  5:08  
You think so? I don't think it's

Brad  5:10  
kind of like back to the Negroni episode.

Jeff  5:16  
Well, he told me it would be good with ROM. I don't think he was wrong. It's pretty good.

Brad  5:20  
I don't think it's bad. Yeah. We have great beers here as well. We

favorites. What kind of flavor of

Diana Hechevarria  5:30  
an IPA?

Jeff  5:30  
Oh, well, we have an IPA for you.

Diana Hechevarria  5:33  
Let's just steal that. presenting a paper? Well, no, I'm here. As a participant, okay. I'm here as a volunteer.

Jeff  5:46  
Okay. So you're like one of the people like that's working like

Diana Hechevarria  5:52  
crazy, crazy funny story. Like my paper was accepted. But it didn't make me

Jeff  6:02  
That's pretty funny. I accepted your paper. Yeah. And you like said, Okay, fine. I'll book a flight. Yeah, go from LA. And

Diana Hechevarria  6:11  
so you know, when you're way over programmed, and you know, the universe throws us off ball when I was on the flight, like working on the presentation. I was like, perfect.

Brad  6:19  
Oh, my God.

Jeff  6:21  
Like 10 years? I've never heard of that.

Diana Hechevarria  6:25  
Yeah, well, me either. But I mean. Just go with it.

Jeff  6:31  
But you're here.

Speaker 4  6:32  
I'm having the best time of my life. Because now you could say I participated in the conference. I'm on the

Brad  6:36  
podcast. And you're gonna be back on the podcast? Because I'd love your attitude.

Jeff  6:42  
Yeah, we can just fly her into hot seat for lunch. You wouldn't be like, you'd be like your optimal podcast. You could like yep, smoke me hanging out with Diana. Yep. And, and drink good beer at have done so cheers to that. All right. So you're here as a volunteer to support the conference, not get any feedback on your work or anything like that just sort of hang out? Correct and drink no IPA, or we're going to rectify this situation here. Because, you know, with our massive listenership of influential academics out there, if they hear about your paper, that's gonna make all the difference. Yes, so So you have a you said your recent paper coming out and strategic entrepreneurship journal, right?

Speaker 4  7:27  
i Yes. I'm really excited about this. I've been working on this paper actually for like, eight years.

Brad  7:32  
Seriously? Yeah.

Diana Hechevarria  7:36  
I didn't know how to write before I just got better the older I got. So

Jeff  7:38  
paper age, well, probably from would like No, like fine wine.

Diana Hechevarria  7:46  
So obviously, for those of you who don't know, me, I'm Hispanic. So I didn't learn English until like, I was like eight or nine. And a big thing for me is like, I would always like mess up in my thinking, because I would code switch of my languages. And that would affect like, my behaviors, and like, people that were like, monolingual wouldn't get it. Oh, so this whole paper, and as EJ, it's coming out in a special issue on social entrepreneurship, shout out to the editors, thank you for accepting my paper actually looks at like linguistic features of language. And I specifically had this crazy idea back in the day that social entrepreneurship is different from commercial entrepreneurship, because commercial entrepreneurship is more like long term oriented, you're thinking about the future. And people had this conception that social entrepreneurship was too and I go No way, man. I'm in the streets with these people. I see what they're doing. They're so like, myopic and like right here right now. I bet you it's short term oriented. So I started looking at like language features that make you think about how do you decouple hear now from the future? Okay. So there was some work that came out in economics, and like, er, that was looking at future time reference. So that's like making me use Wintershall to talk about the future. And there's certain languages that don't use that and others that do. So I was like, I bet you the languages that use winter shall have higher rates or participation of social entrepreneurship could you decouple the present from the future? more focus on the now. So if there's problems that are overlooked? Yeah, kind of sense them or see them more as an issue, right. And you try to address them, but you're not thinking about, like, you're thinking about putting yourself out of business, but you're thinking about doing it now. Right, right. So where are you thinking about like self employment, which are commercial entrepreneurship? Do you thinking long term like retirement like, what's my legacy? He social entrepreneurs are like crazy risk takers, like the innovators and whatnot, and

Jeff  9:30  
they're trying to address a problem. They're not just trying to I mean, I mean, at least I mean, there's so many definitions, as we heard today. Yeah. But I mean, I think by definition, they at the very least, are trying to solve some non economic problem, although it might be poverty, I guess, he says he got but some social issue, besides just creating profits. Yeah, I mean, and they often will want great profits too, but they're trying to address an issue. So the urgency is much higher. Am I getting you right? Because this paper was just accepted right? So hopefully by well, by the time the podcast comes out, we'll be able to link to it and everything. Yeah,

Diana Hechevarria  10:03  
yes. 100%. And the crazy part is that so like, I used data from like the Global Entrepreneurship Monitor, and I looked at the language for every country that these people spoke. Yeah. And no matter how you slice it and dice it and agree, like measured the measure we were using for like future time reference, which is like are using the Wilshire infinitive. People in countries that had it just had higher rates of social entrepreneurship

Brad  10:25  
really? Well, so. So a couple things, though, is that through a certain life's span of the venture? I mean, at one point, is there a change over though they start looking more forward?

Diana Hechevarria  10:39  
That's a great question. I can't answer that, because it was cross sectional data. Okay. Oh, that

Brad  10:43  
will have you back in eight years. Yes.

Diana Hechevarria  10:45  
Somebody gave me a bunch of money to study this. Right. But yeah,

Brad  10:47  
so Right. So I wonder what that probably cut. What timeframe? Is that? The intense focus? Yeah. And then where does it actually you finally feel comfortable enough to look forward? So

Diana Hechevarria  10:56  
what we did is we kind of did a bunch of robustness checks on the data. So we looked at like, Baby business owners, like startups and established businesses, and it didn't matter like what part of the entrepreneurial ladder you were in, you were just more likely to be a social entrepreneur on average. Does it mean everybody is uses these like? Infinitives, but if you're in these countries that have this linguistic structure, you tend to be on average, more likely to be a social entrepreneur? And it didn't affect commercial entrepreneurship? Because we're like, okay, is the opposite. True? Yes. That's

Jeff  11:25  
exactly why I was like, Well, yeah, sure. I mean, this is, and this is the thing I must have heard, I heard this about my own paper today. I heard this about so many papers. Why was this different from all entrepreneurs? That's always the question.

Diana Hechevarria  11:38  
Well, so I think the takeaway from my paper was like, We got to start thinking about social entrepreneurs, maybe like a short term oriented action, versus like long term oriented, because we think we have we complete victory conflict them sometimes to be very similar, but different in terms of their future orientation. Wow. And I think that social entrepreneurs want to put themselves out of business at the end of the day, like they want to solve a problem worse, right? Like, they don't want to exist, because they they don't want this problem to be real. Oh, so useful insight.

Jeff  12:11  
So that you tell me if I'm stating this correctly, or not? Because I'm just gonna say, Well, I think I was hearing he says, like, I think it's not actually an actionable insight, maybe for entrepreneurs, because why I'm hearing you say is like, these people are social entrepreneurs, they are what they are, it's not like they decide to be this, this orientation, this short term orientation, they just inherently have it. But I think that has real implications for all the support organizations, policymakers, and also for academics. You know, we tried to get away from inside track donors. But this is really important, because what I'm thinking about is in the sustainability literature, there is a whole movement talking about how we have to move companies towards a more long term orientation, if they want to take risks, because sustainability, and particularly solving climate change, not going to happen real fast. And I think maybe we make a mistake when we throw social entrepreneurs in the same bucket, theoretically, as environmental entrepreneurs, for example.

Diana Hechevarria  13:08  
That's a great actual point, because one of the things in the discussion we talked about, is the evidence that's been used, because there's stuff that's already come out, like in organization science, I believe, like AR, kind of aligning this long term ism, right, with like corporate social responsibility r&d, and like poor environmental behaviors. And I was like, hey, we need to really look at at least a startup side of it, and how this relates to sustainability. Are they also short term oriented? Or is it just like an established firm thing? Yeah, they're using this as a tactic to like, you know, apply some like strategy or long term strategic goal to like raise profits or whatnot. But I think this is really important, because we have this mindset that this is long term. Yeah. But maybe the people that are actually doing it, not thinking like

Jeff  13:56  
that. Right, exactly. But we're thinking about like,

Diana Hechevarria  14:00  
our ivory tower, right? No, I

Jeff  14:02  
mean, there's no IV tower here. We're down amongst the people like, Joel on the streets of candle. Yeah. And we're

Brad  14:08  
drinking moonshine. Yeah. So my question to you though, is, and I like, I like that, that concept of trying to put yourself out of business, especially dealing with social problems, or any examples of that, though.

Speaker 4  14:21  
I don't have like straight up examples. Because if you think about like wicked problems, or grand challenges, like how can you ever really resolve that? And that's why I say there's a short Terminus related to it. Because even though you want to put yourself out of business, like the problem is so immense, that you're just like, you're putting a little bandaid on like this Yeah, gaping wound, or like this massive waterfall that you really can't really deal with, like you will need all of society altogether at the same time, like channeling their energy towards that to really address it and like humans are selfish. So

Brad  14:54  
what if there was a rat that just attacked y'all? I've never seen your dance like that before.

Jeff  15:00  
Ninja came to join us. Joel was just doing like karate moves. That

Brad  15:03  
was intense. That was there was a there was a rant that just went after his feet.

Jeff  15:07  
Oh my god. Well, here we are at the lovely courtyard of the US. I think it's the red shoes. It's a magical night.

Diana Hechevarria  15:14  
He thought you were like, what is it? Raphael from the ninja turtle?

Jeff  15:23  
Oh, man, this is awesome. Okay.

Great movie from the 80s. Wang Cha Oh, yeah, that was Wang, Chung Han, producer Joel with the deep cut Wang, Chung. Alright, back to the research. So that's pretty cool. I mean, what do you think? Right. And

Brad  15:52  
I think it's very interesting. I think it also makes me sad. Well know what

Diana Hechevarria  15:55  
to make you sadder. We looked at what our moderators for this relationship. Right? So we looked basically pretty straight up. You know, there's two lines of logic for like social entrepreneurship. It either manifests more when you have like, institutional certainty because, you know, environments more sir. And you know, you're doing what's right. Or it manifests more when there's like an institutional void, right? So when there's institutional voids, this relationship between like the will shower infinitive, like doubles your likelihood of being a social entrepreneur. Basically, when you're in a really crappy context. You're like, feeling the sense of urgency, you're more likely to do things to help those in need that you see. Yeah.

Brad  16:38  
Like that. That actually makes sense to me, too. Yeah. But

Diana Hechevarria  16:41  
as an entrepreneur, researcher, I was thinking like, that's not true. Oh, I found the thing I didn't think was

Jeff  16:52  
through why you wouldn't think that was true. Because, you know, he doesn't know why entrepreneurship researchers, often we often think things that, like when we talk to our guests a lot of time he's like, whoa, of course. And we're like, Well, we thought that was really exciting.

Diana Hechevarria  17:05  
So for me, I think of like, okay, if I'm in a context that's full of like, what we call institutional voids,

Jeff  17:10  
which just means a lack of law and order, lack of

Diana Hechevarria  17:13  
infrastructure, a property rights are protected, like there is corruption in

Jeff  17:18  
a developing economy. Or the United States one of the two, that's a Cuba. Yeah.

Diana Hechevarria  17:23  
Which is like, extreme. But I'm Mike, I'm more concerned with getting food on the table to share with my family. I want to help others five, I want to help myself. Yeah. Right. And then I was like, Oh, snap, like, people are good.

Jeff  17:38  
That doesn't make me sad. I

Diana Hechevarria  17:39  
mean, it makes me happy. But a part of me is like, I'm of the mindset, like, take care of yourself, like, you know, put your mask on in the airplane before you hope I know that, right. Yeah, sure. Sure made me realize like that maybe humanity can be saved?

Jeff  17:51  
Well, I mean, it kind of aligns with. Yeah, I mean, there's sort of I think there's too

Diana Hechevarria  17:56  
cynical, by the way. That's okay. I mean, I think that we've

Brad  17:59  
shouldn't be cynical,

Jeff  18:01  
to dominant theories of human behavior. From an economics perspective. We have like, you know, Oliver Williamson, and self interested opportunism, Nobel Prize winner, of course, and I think of it the inverse of that is like herb, Simon's ideas and Herb Simon won the Nobel Prize too, but not for this, of docility. And when we say docility, that I think it's a terrible name for a really interesting concept. When he says to facilitate, he means that human beings are not primarily competitive. They're primarily cooperative. They will compete for resources and for things, yeah, but their primary mode of operation is to collaborate. And if that wasn't true, we would have died out because we have no

Brad  18:39  
evolutionary you should not be talking about this this afternoon. Right?

Jeff  18:43  
I mean, I think that's just a way more hopeful way to talk about business and entrepreneurship. Yeah, according to you a more accurate way to talk about it, at least in the sense of social entrepreneurship.

Diana Hechevarria  18:54  
Yeah. Especially when you're in a context that seems very dismal. Yeah, there's evidence to suggest that when you talk a certain way, when your brain is programmed to think and talk a certain way, you're more apt to help others in those heightened contexts.

Brad  19:07  

Jeff  19:11  
That was an actionable insight. I was so so to get into that, if I am teaching a social entrepreneurship class. And I want to galvanize my students towards action, because we talk about this all the time, Brad, Brad teaches way more classes than I do. So he talks about more, but it's like, you were just saying earlier today, like you're gonna just tell your students if they come in with how many customers 10 they come in with 10 Customers again, a Yep, no matter how bad they are the rest of the class. Can you do that? Because you're trying to make them actually take action? Right, right customers. So it sounds like you might have found something around the way people talk that galvanizes them towards action

Diana Hechevarria  19:48  
to talk and think so my whole argument the end of the paper is that language is an overlooked cognitive institution. Like if you think about institutional theory, we're always like the black box is cognition we have all these norms. institution so what what the hell is cognition? Right? And we've been looking at this course. And I'm like, yeah, we can look at this course all day about we look at our brain and our language, right? Like, because the way you think shapes your reality, right? So start thinking about how you think because for me, I call it switch between English and language. And like, when I'm in Spain, and I started like dreaming in Spanish, I know something's up. Well, depends. On American, I start dreaming in English again, that's cool to have that I think for me, it's like I've always knew that, yeah, knowing that I couldn't really like vocalize it. And I think this paper was the first time for me to say like, Hey, we need to start looking at these monolinguals and bilinguals, and trailing goals, and how they think about their world and how that translate in the types of businesses they create. That's going to be you're going to look at people that are bilingual, like little crazy people like Elon Musk, or the reason he's doing all these crazy, innovative ventures, right? Because I think, if you can code switch like that, yeah. The sirens are here from me, bringing the bourbon and the thing is that there's other research also looking at this and they found the same. It's called future time reference. And it's basically using will shout infinitive. So do use it or not,

Jeff  21:14  
it's just whether or not you use those, whether or not used as a binary

Diana Hechevarria  21:17  
variable, but then you can also look at how often you use it like predicting the weather like as a ratio. Okay, so some languages use it more than others. Yeah, like, the more you use it, there's more innovation. When I get to be innovative entrepreneurs, we know you're more likely to be a social entrepreneur. Yeah, the last like you use it, you're more likely to be self employed. Hmm. Is it religion, you're more likely to be religious because you're looking for the ultimate Well Shall infinitive you're more likely to gamble have like unprotected sex, not save for the future, because you're like you're in now. Yeah, I'm moving into hearing now. Yeah, if you don't use it, you're thinking you're the present. And the future are one, right? If you use it, like the future is over there.

Brad  21:57  
Yeah. I'm getting personas and everything you say? Because we all know those people right on both sides. Yeah, really, really amazing. But I do think that your life experience and what brought you to this is fascinating.

Jeff  22:07  
Yeah, yeah. I mean, that's why I'm really enjoying about this. And we saw this. We've seen this several times talking about it's birds on the notch. Well, actually entrepreneurs too, but entrepreneurship researchers. It's just cool to hear someone talk about how their research ideas are driven by their own identity and their own experience, not like saying, well, there's a topic I could publish in a good journal. Like, you

Diana Hechevarria  22:30  
know, I've been trying to do this for like eight years. And the problem is that there was like, this whole thing called the Sapir Whorf hypothesis and anthropology and like all these cognitive scientists were like, That's BS. Seriously? Yeah.

Brad  22:40  
I love it that you broke down those those barriers. Oh, no, some

Diana Hechevarria  22:42  
philosopher was like, okay, yes, it's BS. But however, we have found that this particularly relates to time and space. Okay, so the whole idea, the whole thing came out of the 20s. Or this guy named like, Sapir was at Yale, I think I may be getting this wrong. I'm sorry if I do. And so the guy was, who was like a wannabe professor that was studying the Hopi Indians and the Hopi Indians didn't have anything for the future. Right? So there was like two dogmas like relativism versus determinism. And like, how you think so like, your, your worldview is shaped by the language you speak or your worldview is determined by the language you speak. Yeah. And then what ended up happening is like, there was like this crazy, like dismissal and acceptance, dismissal and acceptance in the 20s. And then philosophers finally said, like, okay, when we're talking about objective or subjective time, because objective is like, a clock. That's only really objective, you talk to a predecessor, like time is not real. I'm working with one right now, actually, yeah. And I'm like, Okay, give me a headache. But among us management people like projective time clock time you're in at work out at work, right subjective time, how I think about it, okay. So the whole argument is like, how we think about time dictates what we do with our time. That's and these philosophers were like, Okay, this whole Sapir Whorf hypothesis is BS, except time and space. Because if you look at people talk at time and space, and we do experiments, they complete the two based on the language they speak when they're trying to like think about these experimental things that we do when they're like so for instance, in Spanish duration goes this way. Okay. Spreads apart. Yeah, that's not that space.

Jeff  24:20  
Okay. Right. So duration is represented by wider and time goes like this. Interesting time goes vertically. Yeah, so that's like an ascension kind of

Diana Hechevarria  24:30  
Yeah, so they were looking at Swedish and Spanish speakers and giving these experiments and trying to like, so you had like a little button to click based on like, time and space and like all those other bilinguals weren't like, oh, like there's no computer. There's no,

Jeff  24:43  
but it's all just like, I mean, it's whatever word game you're playing and your culture when you agreed on whatever this game is going to be and this means that I mean, yeah,

Brad  24:50  
but the other thing is, though is your life assumptions can be totally wrong just based on the language that you speak.

Diana Hechevarria  24:58  
So for instance, by By the way, this theory is called weak Neo orphan ism if you want to look it up, link to that below. So I'll tell you this for me time did not exist because growing up in Miami being Cuban if 30 minutes later on time.

Jeff  25:13  
Joe gives that thumbs up thumbs

Diana Hechevarria  25:15  
up, I should have to Ohio to get my PhD and I show up to things. Where are you?

Jeff  25:23  
They didn't put you on. She's gonna be late.

Awesome. Well, congratulations on the paper. It sounds like a real labor of love. I

Diana Hechevarria  25:37  
mean, well, it's been but I mean, it's not without like, its limitations. But I really hope that at the end of the day, it'll spur some more research looking at how people talk, like the semantic markers, because if you think about it, we're like mini computers walking around. And people don't realize the language we use really shapes. Like how we think

Jeff  25:56  
we never think about different programming for granted. I am bilingual, so I would never occur to me like, you know,

Diana Hechevarria  26:03  
yeah, so played a couple of times, I gotta understand, I guess the closest

Jeff  26:06  
thing I can think about is like, you know, when you go to different regions of the United States, like because, yeah, yeah, I didn't hear you say that. Like, yeah, now you down there in Texas dying? To think a little bit. I bet you think about a lot different

Diana Hechevarria  26:19  
now. Buddy Holly's Great. Yeah. But Holly Hall, but

Jeff  26:25  
Bill Hall, he's good. He real good. He knew he knew Willie Nelson, but he's alright. Anyway, I got but like, yeah, I live in Boulder. I go back home to Tennessee. And my thought patterns change. You know, I find myself thinking differently, the more I spend time in that environment, and I think it's because I grew up there. I think if I was just traveling there, like, you know, I don't start thinking much like California. And when I come here, at least I don't notice I'm not that long. I don't know. Is that like an akin thing? Is it culture as well as language or so? But maybe we'll use different language, I mean, different dialects, as we were just I

Diana Hechevarria  27:06  
want to represent or send what you're saying. My argument would be? No, okay. Because, yes, to a certain degree in terms of culture, but I'm taking I'm talking about the actual thing about a computer code. Right, right. It's desert child. And as you're socialized, you're learning to use a specific structure of language to like construct your sentences. And these sentences are going to make you think a certain way about phenomenon.

Jeff  27:31  
cognitive map and your brain, right? I mean, so

Diana Hechevarria  27:34  
like Sargon, on average, people that speak these languages, you need to understand the same time, there's so many other things that can change his relationships. Sure. But on average, people that speak a certain way, are more apt to see urgency now, whether you act on it or not, like I'm saying, like, hey, we found a thing that explains a small percentage of the variation and additional percent of the variation

Jeff  27:56  
we didn't know. But it's a thing that people haven't thought about.

Diana Hechevarria  28:00  
Even thinking about it, but nobody is like, that's so out. Oh, like,

Jeff  28:05  
You're too, you too crazy. So what's the name of the paper,

Diana Hechevarria  28:09  
cross cultural implications of future time reference on social entrepreneurship and institutional uncertainty? What? She said,

Brad  28:20  
okay, everything made sense until we got to the title.

Jeff  28:24  
We're gonna do it. We're doing everything different. We're gonna leave the name to the paper.

Unknown Speaker  28:29  
That's what she said. No, Diana.

Jeff  28:35  
Your co authors on this

Speaker 4  28:37  
return, Justin. Oh Levassor, who's an amazing scholar just graduated a few years ago from IU. Okay, all about time. And then my dear, dear colleague, Steven Berger, and mispronouncing German, he is like my work husband, me and him are always together. I love people like that. I couldn't be where I am without.

Jeff  28:58  
Oh, I'm tearing up a little. That's awesome. Oh, seriously. Congratulations coming out in strategic entrepreneurship journal. We'll have a link below that. It's been a pleasure catching up with you after

Diana Hechevarria  29:09  
all, mine. Thank you for having me, y'all.

Jeff  29:12  
Anytime, anytime, anytime. So I am Jeff York, research director at the Deming Center for Entrepreneurship at the University of Colorado Leeds School of Business, as always joined by my co host,

Brad  29:23  
Brad Warner, Diana, it was a pleasure to have you on the podcast. We hope to see you again very

Jeff  29:28  
soon was coming business. Well, yeah. Cheers in with our plastic so

Diana Hechevarria  29:31  
I can drive from Lubbock so well,

Jeff  29:33  
I drive Oh, yeah. Thank you so much for joining us. Sorry, the drink. I'm glad you like

Diana Hechevarria  29:37  
the company was everything. Thanks again.

Stefani H  29:40  
Thanks. We hope you enjoyed this episode of creative distillation recorded live on location at the 19th Annual Social Entrepreneurship Conference hosted by USC Marshall School of Business. Learn more about Diana Hechavarria on her faculty page at Texas Tech Rawls on the college of business's website. We'd love to hear your feedback and ideas email us at, and please be sure to Subscribe to Creative Distillation wherever you get your podcasts. The Creative Distillation podcast is made possible by the Deming Center for Entrepreneurship at the University of Colorado Boulder's Leeds School of Business. For more information, please visit That's D-E-M-ING and click the Creative Distillation link. Creative Distillation is produced by Joel Davis at Analog Digital Arts. Our theme music is "Whiskey Before Breakfast" performed by your humble hosts, Brad and Jeff. Thanks for listening. We'll see you back here for another episode of Creative Distillation. If you've enjoyed this episode, you may also enjoy Leeds Business Insights, check them out at