The E Myth Revisited (Michael Gerber - 1995)

Hello my friends,

This one is definitely a bible that ranks up there with Think and Grow Rich (1937) by Napoleon Hill.

If your business depends on you, you don't own a business you have a job.

You need to create a feel outside of yourself, outside your personality, style and presence.

The Entrepreneur - How must the business work...
The Technician - What work must be done...

The Entrepreneur - Sees a system for producing results - for the consumer = profit
The Technician - Sees the business as a place in which people work to produce results inside - for the Technician = income

Entrepreneur starts in a well defined future and works backward.
Technician looks from the present looking forward into the future hoping it stays like present.

Pg 101 has a great explaination into how you need to create a process for getting ordinary people to do extraordinary things.

- You will be forced to find a system that leverages your ordinary people to the point where they can produce extraordinary results over and over again.

A business that looks orderly says:
- to our customers that your people know what they're doing
- to our people that you know what you are doing
- that while the world may not work, some things can
- to your customer that he/she can trust in the result delivered and assures your people that they can trust in their future with you.

How do you know whether you have an Opportunity Worth Persuing? Look around. Ask yourself: Does the businessI have in mind alleviate a frusteration experienced by a large enough group of customers to make it worth my while?

Pg 153 and 154 - Unique Selling Proposition construction (so simply put here) could be summed up in the last paragraph of pg 153 and onto 154. People always tell you the name of the commodity they sell... Instead of saying how you make your customers feel.

There is a great analogy of the consumers uncouncious mind with respect to paying attention to your marketing efforts. Gerber does a great job of putting you in the consumers shoes and uses the analogy of an anetena on your consumers head picking up all the stimulus while meeting you. Once again Gerber simply puts many ideas and allows for easy implementation.

A classic close in meetings: Of the options we've suggested here, Mr. Jones which do you feel would best serve you right now?

Gerber also recommends another book called - Mans Search for himself - Rollo May.