Thesis

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What format should a thesis be in? I was reading an article about Maggie Rogers:

From Billboard: Behind the viral storm, in other words, was a multidimensional person. A terrified one. So to reclaim what the internet had flattened, Rogers turned to the blueprints she had drafted while in school. She founded her own imprint, Debay Sounds, and brought a bound copy of her 20-page final thesis -- a business plan that went so far as to outline potential brand partnerships -- to label meetings. She also wrote her own contract, one in which she licensed her music to Capitol but retained ownership over all of her masters. “From a strict business perspective, the Pharrell video gave me enough leverage to say, ‘These are the terms, who wants to do the deal?’” she says. “I was a 22-year-old woman who got to walk into a boardroom and be the one in control.”

So it sounds like the thesis that was required of her was a business plan. Now why don't we write business plans too, alongside the theorectical thesis? (not to say its the ideal plan to write a business plan - look at this harrowing account of selling pipe dreams at NYU School of Clive Davis) But at least this would make the BA, MA, or PhD with a whole lot more use than just academia, but then... probably wouldn't require having to go to the level of PhD. (We spend so long on building competencies, learning outcomes in the earlier stages of education - do the people building phd programmes all do the same? or is this.... again... simply finishing school?)

What alternative formats are there for a thesis?

Should I be writing a PhD Thesis, or some other form of writing, research, plan?

Is the conventional thesis a "genre" that we need to break out of?