• July 2012

Awakening the Entrepreneur Within

In celebration of the 25th anniversary of Michael Gerber’s blockbuster book for entrepreneurs, “The E-Myth,” we had the pleasure of interviewing the world-renowned author, who is our July 2012 Entrepreneur of the Month.

This entrepreneur-extraordinaire has not only sold many millions of books—and made millions for himself—he has spent decades helping us figure out why most businesses don’t work—and what to do about it.

And, like many entrepreneurs, there came a point in his career when he wanted to create something new—something that leveraged the insights he had gleaned over the years, and captured his imagination. In 2008, his new big idea, called “The Dreaming Room,” was born. Scroll down to learn more.

Also in this issue, our columnists offer a plethora of ideas to awaken the entrepreneur within you:

  • Meet Truly Amazing Woman Edie Fraser. This DC-based philanthropist has launched dozens of businesses, not to mention the careers of others. Click here to meet her.

And remember: “It is only when the mind is free from the old that it meets everything anew, and in that there is joy.” — from The First and Last Freedom by Jiddu Krishnamurti

Here’s to making your dream come true!Hope Katz Gibbs
Be InkandescentInkandescent PRInkandescent Networkingnew! Inkandescent Speakers • Illustrations by Michael Gibbs

Michael Gerber Takes Us Inside 'The Dreaming Room'

JULY 2012: BEYOND THE E-MYTH

By Hope Katz Gibbs
Be Inkandescent

When Michael Gerber’s “E-Myth” was published in 1986, he had an inkling that entrepreneurs would take note.

After all, he was offering a solution for the millions of people struggling to understand why their small businesses don’t work and what to do about it.

Andrea Keating (pictured below) can relate. The founder of the international video-staffing firm Crews Control has turned her 1988 start-up into a multimillion-dollar business. And, she has bought other firms that have also made multimillons in the years since. But, Keating admits it wasn’t easy.

“That’s why Gerber’s book has always resonated with me,” she shares. “In talking about ‘the myth of the entrepreneur,’ his bestseller dispels the commonplace assumptions surrounding starting and running a successful small business. Gerber knows the challenges that I faced as a new business owner—and his advice helped me overcome them.”

What is the E-Myth? Gerber defines it like this: “The Entrepreneurial Myth says that technicians suffering from an entrepreneurial seizure believe that because they understand how to do the work of the business they intend to start, they are automatically gifted with an understanding about how to build and grow a business that does work.”

Sound familiar? Here’s more: “Picture the typical entrepreneur and Herculean pictures come to mind: a man or woman standing alone, wind-blown against the elements, bravely defying insurmountable odds, climbing sheer faces of treacherous rock—all to realize the dream of creating a business of one’s own. The legend reeks of nobility, of lofty, extra-human efforts, of a prodigious commitment to larger-than-life ideals. Well, while there are such people, my experience tells me they are rare.

“Of the thousands of businesspeople that I have had the opportunity to know and work with over the past two decades, few were real entrepreneurs when I met them,” he continues. “The vision was all but gone in most. The zest for the climb had turned into a terror of heights. Exhaustion was common, exhilaration rare.

“But hadn’t all of them once been entrepreneurs? After all, they had started their own business. There must have been some dream that drove them to take such a risk.”

For entrepreneurs like Keating, Gerber’s guidance helped them navigate from entrepreneurial infancy, through adolescent growing pains, to the mature business perspective that enables growth. Click here for details on Keating’s journey.

By the time he was 68, Gerber knew there was more to the story. The more he thought about the process and reality of building a business, the more he realized the entrepreneur within him had died years before.

“After teaching, coaching, training, and mentoring more than 60,000 business owners, I discovered that everything we taught our clients isn’t nearly essential enough,” he explains today, at 75. “It’s about stimulating a clear understanding about what truly artful, effective, dedicated entrepreneurs do that moves them and the business products they invent beyond all the rest of us.”

That realization prompted Gerber to birth his 2008 book, “Awakening the Entrepreneur Within.” Here, he introduces us to The Dreaming Room, a place where he says, “ordinary people go to create extraordinary companies.”

Step 1: Entrepreneurs flesh out the Dream, Vision, Purpose, and Mission of a meaningful venture using the following three components:

• Intentional Dreaming®. This step is completed with the creation of a white paper that clearly articulates the Great Result® that the new venture is intended to produce (aka: the Dream, Vision, and Purpose), and the process by which it is built and realized (aka: the Mission).

• Intentional Organization®. This includes the architecture of the business model—what it looks like, how it works, and the fluency of performance.

• Intentional Growth®. Gerber says this is the product of direct-response marketing. Find more details here.

Step 2: Gerber posits:

1. An entrepreneur is an inventor. An inventor sees the world through alert, wide-open eyes and asks, “What’s missing in this picture?” He answers it by inventing the missing piece. This is not a guarantee of success, but failing to be an entrepreneurial business is a guarantee of failure.

2. Entrepreneurs do not buy business opportunities, they create them. While business opportunities such as franchises are more likely to guarantee success, they are only successful to the degree the buyer suppresses his or her inclination to invent. In the end, they are doomed to disappoint.

3. Invention is contagious. The entrepreneur’s passion comes not only from inventing a new business, but also from basking in the delight of other people as they gladly experience his or her invention. Sustaining it then becomes the primary focus. The more significant the invention, the easier it is to sustain its success.

4. To most entrepreneurs, the success of the business is measured by growth. The faster the business grows, the more successful the invention. Slow growth, or no growth, is death. Unfortunately, most businesses don’t close soon enough.

5. Everyone possesses the ability to be an entrepreneur. Entrepreneurs are made, not born. There is no corner on creativity. There is simply the desire to express it. Developing an entrepreneurial skill simply requires practice.

Ready for Step 3? To discover the job of the Dreamer, Thinker, Storyteller, and Leader in every good business, click here.

Understanding the Four Dimensions of the Entrepreneurial Personality

Tap Your Inner Dreamer, Thinker, Storyteller, and Leader

There are four dimensions of the entrepreneurial personality that come into play in the creation of a new venture, explains bestselling author and business icon Michael Gerber in his book, “Awakening the Entrepreneur Within: How Ordinary People Can Create Extraordinary Companies.”

“It’s important to get a better understanding of the role each plays in the conception of an enterprise,” insists the man who gained fame and fortune helping thousands of business leaders grow their companies.

When it comes to identifying your entrepreneurial personality, which one of these resonates most with you?

From Awakening the Entrepreneur Within.

The Dreamer

Gerber says this isn’t the one in the center of you who dreams of getting a new home, or moving to Hawaii, or becoming a millionaire, or finding the perfect mate. This is the one inside you who is so inspired, so completely aroused, that there is no question that you are going to do this new business. The only question is when and how.

“This Dreamer lives at the center of the entrepreneur’s heart,” Gerber explains. “This Dreamer stands on the mountaintop of imagination, and creates dreams where there are none at all. This Dreamer’s Dream comes to us in the light, yet we avoid looking directly into it for fear we will not be big enough to bear it.”

The Thinker

This is the Dreamer’s most important companion and ally, Gerber insists, “for he listens carefully to the Dreamer’s thoughts, and knows that without the special role he plays in the manifestation of the Dreamer’s vision, the Dreamer would be lost.” The Thinker, he notes, is the one who thinks “how” in relation to the Dreamer’s extreme “what.”

The Thinker asks the questions essential to forming the business model:

• What form will the Dream take visually, emotionally, functionally, and financially?
• What impact will the Dream have on customers, investors, employees, suppliers, and strategic partners?
• What is unique about this venture? How will it be delivered?
• What are the core operating assumptions of the venture? What problem is it intended to solve?
• Will this solution be cost-effective?

The Storyteller

Also known as the Performer, this is the part of the entrepreneur that evokes excitement when the Dream is conveyed to other people. The Storyteller knows that without a compelling story, no Dream would ever become a reality.

“The Storyteller digs deeply into the Dreamer’s Vision and the Thinker’s formulation, and looks for the creative arc that lies at the heart of every great story,” Gerber explains, noting that the Storyteller cannot test his reality without people. “People determine if the Story either rings true or hollow. To the Dreamer and the Thinker, the Storyteller is the means through which they find a voice.”

The Leader

This is the one who assumes responsibility for moving the Dream forward, takes accountability for fulfilling the Dream, for knowing where he is going, how he is going to get there, when he’s going to get there, and what the venture will look like when it gets there.

“The Leaders takes on the Vision and the formulation of the enterprise,” Gerber notes. “He knows the Story, buys the Story, lives the Story, is committed to the Story, and tells the Story in concrete terms that are evidence of the fact that the Story is more than just a story—but rather a tangible reality that can be lived and experienced.”

Are you ready to take the plunge?

Now that you understand the basics, it’s time to begin the process of inventing, conceiving, articulating, and building your new venture. And that’s the point of Gerber’s Dreaming Room.

In addition to describing the process of how best to build a viable business, this consummate entrepreneur has developed an incubator for emerging entrepreneurs called The Dreaming Room™. He has also launched a series of other services—ranging from being a book partner, which comes with a $100,000 price tag—to purchasing an original limited edition copy of the “E-Myth” for $200.

Whether you want to buy in and get hands-on help from Gerber himself, or create your own Dreaming Room, consider this final bit of advice:

“I hope you have your wits about you. I hope that your shirt is sweatproof, that you’re not afraid of being denied entry, or of being let out should you somehow be allowed in. I hope you have a good sense of humor, and that your inner child doesn’t feel too threatened,” Gerber adds. “This is going to be hard work. Sometimes you’ll enjoy it. Other times you won’t. However, when you’re not having fun, I can promise you that you will be making progress toward a significant goal.

“To create a miracle company, or a miracle life, takes a magnificent sense of the surreal. You have to be ready to see things that fly away faster than a thought, and capture them in your lens without skipping a beat.”

Click here to learn more about Gerber and his offering: www.michaelegerbercompanies.com.

Click here to buy Awakening the Entrepreneur Within.

Never never never never give up.”

– Winston Churchill

If it really was a no-brainer to make it on your own in business there’d be millions of no-brained, harebrained individuals quitting their day jobs.”

– Bill Rancic, "The Apprentice"

Persist and persevere, and you will find most things that are attainable, possible.”

– Lord Chesterfield

There is little success where there is little laughter.”

– Andrew Carnegie

The person who makes a success of living is the one who see his goal steadily and aims for it unswervingly. That is dedication.”

– Cecil B. DeMille

History is a relentless master. It has no present, only the past rushing into the future. To try to hold fast is to be swept aside.”

– John F. Kennedy

Almost anyone can start a community, but it takes real talent and commitment to get people to show up and keep coming back.”

– Andy Sernovitz

Destiny is a name often given in retrospect to choices that had dramatic consequences.”

– J.K. Rowling

Nobody talks about entrepreneurship as survival, but that’s exactly what nurtures creative thinking.”

– Anita Roddick, founder, The Body Shop

We need to learn to set our course by the stars, not by the lights of every passing ship.”

– General Omar Bradley

That man is richest whose pleasures are the cheapest.”

– Henry David Thoreau

It is not in the stars to hold our destiny but in ourselves.”

– William Shakespeare

The follow-your-gut mentality of the entrepreneur has the potential to take you anywhere you want to go or run you right out of business.”

– Bill Rancic, "The Apprentice"

Life shrinks or expands in proportion to one’s courage.”

– Anais Nin

Women once had the goal of being Superwoman; I think most of us now simply strive to have a super day.”

– Author, Activist Lee Woodruff

Do you have the desire to create something new; the strength of conviction to believe your creation will be successful, and the reservoir of energy necessary to thrust it into the marketplace?”

– Steven Schussler

A man without a smiling face
 should not open a shop.”

– Chinese Proverb

Of course there is no formula for success except perhaps an unconditional acceptance of life and what it brings.”

– Arthur Rubinstein

The real voyage of discovery consists not in seeking new lands, but in seeing with new eyes.”

– Marcel Proust

We never know how high we are
 till we are called to rise;
 And then, if we are true to plan,
 Our statures touch the skies.”

– Emily Dickinson

To be what we are, and to become what we are capable of becoming, is the only end of life.”

– Robert Louis Stevenson

You may ask me for anything you like except time.”

– Napoleon

Let us seize the day and the opportunity and strive for that greatness of spirit that measures life not by its disappointments but by its possibilities.”

– W.E.B. Du Bois

Anything not worth doing well is not worth doing.”

– Warren Buffett

I will pay more for the ability to deal with people than any other ability under the sun.”

– John D. Rockefeller

The only way to compel men to speak good of us is to do it.”

– Voltaire

My goal was to tell the life side of the story. We have become a nation of voyeurs that expect sensationalism, and that offends me.”

– Kathleen Jo Ryan

The important thing is not being afraid to take a chance. The greatest failure is to not try.”

– Debbi Fields, Mrs. Fields Cookies

If you do work that you love, and the work fulfills you, the rest will come.”

– Oprah Winfrey

There are risks and costs to a program of action. But they are far less than the long-range risks and costs of comfortable inaction.”

– JFK

The biggest flaw in our existing theory of capitalism lies in its misrepresentation of human nature.”

– Muhammad Yunus

Think of yourself as on the threshold of unparalleled success. A whole, clear, glorious life lies before you. Achieve! Achieve!”

– Andrew Carnegie

Don’t sit down and wait for the opportunities to come. Get up and make them!”

– Madam C.J. Walker

A person who learns to juggle six balls will be more skilled than the person who never tries to juggle more than three.”

– Marilyn vos Savant

A truly forgiving person is someone who experiences all the anger merited by injustice and still acts with fairness and compassion.”

– Martha Beck

The dove descending breaks the air / With flame of inkandescent terror.”

– T.S. Eliott

The great use of life is to spend it on something that will outlast it.”

– William James

When I dare to be powerful—to use my strength in the service of my vision, then it becomes less and less important whether I am afraid.”

– Audre Lorde

Outside of a dog, a book is man’s best friend. Inside of a dog it’s too dark to read.”

– Groucho Marx

With ordinary talents and extraordinary perseverance, all things are attainable.”

– Sir Thomas Fowell Buxton

I find out what the world needs, then I proceed to invent.“


– Thomas Edison

The awakening to the mystery of life is a revolutionary event; in it an old world is destroyed so that a new and better one may take its place.”

– J.J. Van Der Leeuw, The Conquest of Illusion

Do not say, ‘why were the former days better than these,’ for it is not from wisdom that you ask this.”

– Ecclesiastes, 7:10

A warrior cannot complain or regret anything. His life is an endless challenge, and challenges cannot possibly be good or bad. Challenges are simply challenges.”

– Carlos Castaneda

Once you find something you love to do, be the best at doing it.”

– Debbi Fields, Mrs. Fields Cookies

Don’t wait for someone else to lead you to your right life; that privilege—and responsibility—is yours alone.”

– Martha Beck

Ambition is the germ from which all growth of nobleness proceeds.”

– Thomas Dunn

I may not be able to change what takes place, but I can always choose to change my thinking.”

– Michelle Sedas

The gem cannot be polished without friction; nor man perfected without trials.”

– Chinese proverb

Whatever you do may seem insignificant, but it is most important that you do it.”

– Gandi

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