When Adam Johs was a student at the University of Iowa, he knew he wanted to eventually start a business. But he also knew he didn’t want to take the management courses and other requirements in a traditional business-school curriculum.

Instead, the 23-year-old chose the university’s new enterprise-leadership major, offered through the liberal-arts college. He took courses like psychology and creative writing—in which he wrote about his own life and came to understand his career goals better, he says.

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