A technician starting a business will tend to structure it to require their presence for it to work.
“The entrepreneur builds an enterprise; the technician builds a job.”
Most businesses don’t work because the people that start them don’t know what they’re doing.
They know how to make widgets, or install plumbing or create a website but have no idea how to create a business that works.
The eMyth is the myth that an entrepreneur starts a business.
Michael E Gerber is the author of the best-selling book, The E-Myth.
He has worked with small businesses for over 30 years and challenges us to start reviewing the way we think about what we do and what our roles are.
An entrepreneur studies the marketplace and asks:
- Is there a genuine need for what we have to offer?
- How would I need to make my product or service in such a way as to be original and in demand?
- What are the frustrations and problems that my customers experience?
These are the questions that an entrepreneur must ask and they are vital to framing your goals within a context of reality and actual demand.
Most entrepreneurs are merely technicians having an entrepreneurial seizure. Most entrepreneurs fail because they’re working IN their business rather than ON their business.
There are 3 main roles in a healthy business:
- Entrepreneur – Ideas, strategy and vision.
- Manager – Reaching goals, hiring and firing, keeping standards, following the plan.
- Technician – Doing the work, making the widgets. Creating and distributing the products or services.
If you work alone or in a small business the challenge is to get these roles working in synergy.
How does this fit into your marketing strategy?
The true spirit of entrepreneurship is to create a solution that solves the problems and answers the questions and concerns of your customers.
The more confusion you can cut through, the simpler you can make things, the more elegant your product, the more your customers will appreciate you and tell others.
What are the take-home points from Michael E Gerber’s presentation?
- Invest in documentation and training – This allows you to create a structure that can be replicated and therefore refined. Even if you work only for yourself, you can begin to separate the roles of technician, manager and leader.
- Create a strong business ethic – Part of what makes great businesses is that they have a special way of going about things. It may be a specific standard or process. It may be a specific packaging with personalized attention. Whatever it is that delineates you from your competitors, do it with commitment and certainty.
- Be objective and start gathering feedback – If you have been doing it doing it, working hard and not looking down the road, feeling that soon it will all happen, perhaps you need to review your strategy. The technician is enamored by the “work” part of the job and wants to keep going, and going and going… Begin to gather feedback from customers. Create a rewards program for the ones that really take the time to interact and share with you.
E-Myth and Business Development expert Michael Gerber
The entrepreneur is our visionary, the creator in each of us. We’re born with that quality and it defines our lives as we respond to what we see, hear, feel, and experience. It is developed, nurtured, and given space to flourish or is squelched, thwarted, without air or stimulation, and dies.
On being a learner and always growing
“If your thinking is sloppy, your business will be sloppy. If you are disorganized, your business will be disorganized. If you are greedy, your employees will be greedy, giving you less and less of themselves and always asking for more.“
How could you use this insight to get more results from your business or blog?
How can you adopt the perspective of the entrepreneur to increase the effectiveness of your website?