The E-Myth Revisited

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  • Edition: Revised
  • Format: Paperback
  • Copyright: 2010-05-01
  • Publisher: HarperCollins Publications

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In this first new and totally revised edition of the 150,000-copy underground bestseller, The E-Myth, Michael Gerber dispels the myths surrounding starting your own business and shows how commonplace assumptions can get in the way of running a business. He walks you through the steps in the life of a business from entrepreneurial infancy, through adolescent growing pains, to the mature entrepreneurial perspective, the guiding light of all businesses that succeed. He then shows how to apply the lessons of franchising to any business whether or not it is a franchise.

Finally, Gerber draws the vital, often overlooked distinction between working on your business and working in. your business. After you have read The E-Myth Revisited, you will truly be able to grow your business in a predictable and productive way.

"Gerber loves to exhort people to develop powerful visions for theircompanies." - Fortune

"Thanks to Gerber l have freed up over three hours a day, significantly increased my sales, more than doubled my bottom line, and been able to take my first vacation in four years." - Trish Lind, T. Lind Graphics, St. Paul, Minnesota

"Without a doubt, the most important message for our company over thenext decade." - The John Hancock Insurance Group

Table of Contents

Introductionp. 1
The E-Myth and American Small Businessp. 7
The Entrepreneurial Mythp. 9
The Entrepreneur, the Manager, and the Technicianp. 19
Infancy: The Technician's Phasep. 34
Adolescence: Getting Some Helpp. 43
Beyond the Comfort Zonep. 51
Maturity and the Entrepreneurial Perspectivep. 68
The Turn-Key Revolution: A New View of Businessp. 77
The Turn-Key Revolutionp. 79
The Franchise Prototypep. 91
Working On Your Business, Not In Itp. 97
Building a Small Business That Works!p. 115
The Business Development Processp. 117
Your Business Development Programp. 134
Your Primary Aimp. 136
Your Strategic Objectivep. 149
Your Organizational Strategyp. 166
Your Management Strategyp. 187
Your People Strategyp. 197
Your Marketing Strategyp. 218
Your Systems Strategyp. 234
A Letter to Sarahp. 253
Epilogue: Bringing the Dream Back to American Small Businessp. 259
Afterword: Taking the First Stepp. 267
Table of Contents provided by Blackwell. All Rights Reserved.


The E-Myth Revisited
Why Most Small Businesses Don't Work and What to Do About It

The Entrepreneurial Myth

They intoxicate themselves with work so they won′t see how they really are.

--Aldous Huxley

The E-Myth is the myth of the entrepreneur. It runs deep in this country and rings of the heroic.

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 I have had the opportunity to know and work with over the past two decades, few were real entrepreneurs when I met them.

The vision was all but gone in most.

The zest for the climb had turned into a terror of heights.

The face of the rock had become something to cling to rather than to scale.

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.

But, if so, where was the dream now? Why had it faded?

Where was the entrepreneur who had started the business?

The answer is simple: the entrepreneur had only existed for a moment.

A fleeting second in time.

And then it was gone. In most cases, forever.

If the entrepreneur survived at all, it was only as a myth that grew out of a misunderstanding about who goes into business and why.

A misunderstanding that has cost us dearly in this country--more than we can possibly imagine--in lost resources, lost opportunities, and wasted lives.

That myth, that misunderstanding, I call the E-Myth, the myth of the entrepreneur.

And it finds its roots in this country in a romantic belief that small businesses are started by entrepreneurs, when, in fact, most are not.

Then who does start small businesses in America?

And why?

The Entrepreneurial Seizure

To understand the E-Myth and the misunderstanding at its core, let′s take a closer look at the person who goes into business. Not after he goes into business, but before.

For that matter, where were you before you started your business? And, if you′re thinking about going into business, where are you now?

Well, if you′re like most of the people I′ve known, you were working for somebody else.

What were you doing?

Probably technical work, like almost everybody who goes into business.

You were a carpenter, a mechanic, or a machinist.

You were a bookkeeper or a poodle clipper; a drafts-person or a hairdresser; a barber or a computer programmer; a doctor or a technical writer; a graphic artist or an accountant; an interior designer or a plumber or a salesperson.

But whatever you were, you were doing technical work.

And you were probably damn good at it.

But you were doing it for somebody else.

Then, one day, for no apparent reason, something happened. It might have been the weather, a birthday, or your child′s graduation from high school. It might have been the paycheck you received on a Friday afternoon, or a sideways glance from the boss that just didn′t sit right. It might have been a feeling that your boss didn′t really appreciate your contribution to the success of his business.

It could have been anything; it doesn′t matter what. But one day, for apparently no reason, you were suddenly stricken with an Entrepreneurial Seizure. And from that day on your life was never to be the same.

Inside your mind it sounded something like this: "What am I doing this for? Why am I working for this guy? Hell, I know as much about this business as he does. If it weren′t for me, he wouldn′t have a business. Any dummy can run a business. I′m working for one."

And the moment you paid attention to what you were saying and really took it to heart, your fate was sealed.

The excitement of cutting the cord became your constant companion.

The thought of independence followed you everywhere.

The idea of being your own boss, doing your own thing, singing your own song, became obsessively irresistible.

Once you were stricken with an Entrepreneurial Seizure, there was no relief.

You couldn′t get rid of it.

You had to start your own business.

Copyright C 1995 Michael E Gerber

The E-Myth Revisited
Why Most Small Businesses Don't Work and What to Do About It
. Copyright © by Michael E. Gerber . Reprinted by permission of HarperCollins Publishers, Inc. All rights reserved. Available now wherever books are sold.

Excerpted from The E-Myth Revisited: Why Most Small Businesses Don't Work and What to Do about It by Michael E. Gerber
All rights reserved by the original copyright owners. Excerpts are provided for display purposes only and may not be reproduced, reprinted or distributed without the written permission of the publisher.

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Customer Reviews

Perfect for the Small Business Owner! June 29, 2011
This textbook greatly simplifies many principles of business. It is so real that I thought he collected his material from the small businesses in which I worked. The language is easy and conversational in style. Michael Gerber knows small business owners like no one else I've ever read. He clarifies the distinction between working ON your business instead of working IN your business. He explains how there are three distinct personalities involved in running a business and constructs a working model on how to build a successful business. This textbook touches the essence of quality management. I am a business professor and I will recommend it to my students.
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The E-Myth Revisited: 5 out of 5 stars based on 1 user reviews.

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