August 2004 I have quoted directly from the book to capture some of the salient points. Enjoy! The E-Myth Revisited: Why Most Small Businesses Don’t Work & What to Do About It by Michael E. Gerber There’s a kind of war going on inside the owner of every small business ...it’s a three-way battle between The Entrepreneur, The Manager, and The Technician. The Entrepreneur personality turns the most trivial condition into an exceptional opportunity. The Entrepreneur is the visionary in us. The dreamer. The energy behind every human activity. The Managerial personality is pragmatic. Without The Manager there would be no planning, no order, no predictability. The Technician is the doer. "If you want it done right, do it yourself" is The Technician’s credo. The fact of the matter is that we all have an Entrepreneur, Manager, and Technician inside us. And if they were equally balanced, we’d be describing an incredibly competent individual....Unfortunately, our experience shows us that few people who go into business are blessed with such a balance. Instead, the typical small business owner is only 10 percent Entrepreneur, 20 percent Manager, and 70 percent Technician. The Entrepreneurial Model It’s a model of a business that fulfills the perceived needs of a specific segment of customers in an innovative way....The Entrpreneurial Model has less to do with what’s done in a business and more to do with how it’s done. The commodity isn’t what’s important - the way it’s delivered is. The Entrepreneurial Model does not start with a picture of the business to be created but of the customer for whom the business is to be created. It understands that without a clear picture of that customer, no business can succeed. What we must do is provide our inner entrepreneur with a model of a business that works, a model that is so exciting that it stimulates our entrepreneurial personality - our innovative side. In short, for this business model of ours to work, it must be balanced and inclusive so that The Entrepreneur, The Manager, and The Technician all find their natural place within it, so that they all find the right work to do. The Turn-Key Revolution: a new view of business: ...the primary purpose of your business is to serve your life...you can then go to work on your business, rather than in it, with a full understanding of why it is absolutely necessary for you to do so. It is in the understanding of value, as it impacts every person with whom your business comes into contact, that every extraordinary business lives. The Business Development Process: Innovation: Innovation continually poses the question: What is standing in the way of my customer getting what he wants from my business? For the innovation to be meaningful it must always take the customer’s point of view....Innovation is the mechanism through which your business identifies itself in the mind of your customer and establishes its individuality. Quantification: Begin by quantifying everything related to how you do business. For example; How many customers do you see in the morning, in the afternoon? How many people call your business each day? Orchestration: Orchestration is the elimination of discretion, or choice, at the opening level of your business....Unless your customer gets everything he wants every single time, he’ll go someplace else to get it! Orchestration is the certainty that is absent from every other human experience. Your Marketing Strategy: When it comes to marketing, what you want is unimportant. It’s what your customer wants that matters. And what your customer wants is probably significantly different from what you think he wants. What’s in your customer’s unconscious mind? Demographics and psycho graphics are the two essential pillars supporting a successful marketing program. If you know who your customer is - demographics - you can then determine why he buys - psycho graphics. The challenge of our age is to learn our customer’s language. And then to speak that language clearly and well so that your voice can be heard above the din.

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