Entrepreneurship is a powerful tool in the value creation function. Contemporary trends indicate that entrepreneurship is not so much a matter of choice but it is increasingly an issue of survival. In the age of knowledge, intellectual potential becomes a key segment of successful entrepreneurship. The discovery, development and management of intellectual potential gives entrepreneurs, in addition to a competitive edge in the modern market, a greater chance of success in developing an entrepreneurial idea. According to research, in the first three years of business, about 90% of start-ups fail. One possible reason is the mismatch of the business strategy, the business idea, with the personal preferences of the entrepreneurs. The theme of the paper is: how to detect an entrepreneur's individual hidden potential (intellectual DNA) ie his natural dominant traits. By "Intellectual DNA" we mean mental, emotional, character, educational, and other conscious and subconscious individual specificities of an individual. Considering that natural personality traits mean interconnected circuits of cognitive, affective, and behavioral functioning, by the term intellectual DNA, we encompass all these characteristics together. Detecting a unique Intellectual DNA gives us a thorough insight into the natural inclinations of a potential entrepreneur. The concept of understanding the unique intellectual DNA of a potential entrepreneur can be very helpful in developing a strategy to materialize a business idea through starting your own business in many ways. First, knowing the entrepreneur's natural preferences, the business strategy can be adapted in an acceptable, natural way. Second, business processes, procedures can be created, modified, aligned to the individual natural preferences of the entrepreneur and thus reduce the risk of potential failure. Third, associates can be selected and placed in the right places according to their personal preferences. In this way, adequate people would perform certain tasks in accordance with their intellectual DNA, in a natural way, which would result in a greater degree of innovation, creativity, productivity, while reducing the degree of risk. We tested this innovative approach on the participants of the training program "What Makes An Adventure Called Entrepreneurship" within the project "Innovation at Work", which was supported by the Cabinet of the Minister for Innovation and Technological Development of the Republic of Serbia, held from 13.11.2019 to 16.12.2019. The results will be presented in the paper.