“The entrepreneur builds an enterprise; the technician builds a job.”

"The entrepreneur builds an enterprise; the technician builds a job."... Michael E Gerber...

If you are a technician starting a business you will tend to structure it to require your presence for it to work at all. The eMyth is the myth that an entrepreneur starts a business.

"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 are 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.

Michael E Gerber is the author of the best selling book, The E-Myth. He has been working 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 good questions:

• Is there a need for what I have to offer within this area or if it's online is their 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 with an entrepreneurial seizure. Most entrepreneurs fail because you are working IN your business rather than ON your business.

There are 3 main roles in a healthy business. All are necessary, but the key is to get them working in synergy.

1. Entrepreneur – Ideas, strategy and vision.
2. Manager – Reaching goals, hiring and firing, keeping standards, following the plan.
3. 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 now is to move between these distinct roles so as to get the benefit from each way of thinking and being.

How does this all fit into your marketing strategy? The true spirit of entrepreneurship is to create a solution that solves all the problems and answers all the questions and concerns of your customers. The more confusion you can cut through, the more simple you can make it, the more elegant your product, the more your customers will appreciate you. And by default, how many others they tell in the process.

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 by its nature 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.

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