The heresy of telling new entrepreneurs they are wrong

By Neil Patrick

I know a lot of people who are starting businesses these days. It’s partly because of what I do and partly because my networking means I inevitably meet a lot of them. And I enjoy it. I get genuinely excited hearing about people’s plans and ideas and I love helping them improve and refine them.

But there’s something which troubles me. It’s the idea that anyone can become an entrepreneur and anyone can make a fortune this way. Both these notions are wrong. Not wrong because people shouldn’t aspire, but wrong in terms of what people’s goals and expectations are.

The media focus on business success stories and the absolute armies of people selling stuff to ‘help’ businesses succeed, support and encourage these aspirations. Which is fine, except if a business is doomed to fail. Which sadly is the majority. Long before this happens, any wise and caring counselor would say to them, ‘No. You’re wrong. This will NOT work. Stop wasting your time, money and energy on this RIGHT NOW.”

But we live in a society where such counsel is chastised as negativity. As lack of belief. As discouragement. For people who need and deserve encouragement. Even governments and government agencies attempt in their own bureaucratic ways to support entrepreneurs.

And because setting up and growing a business is truly hard work, most successful entrepreneurs tell us that the unwavering belief of someone else meant everything when they were so worn down and frustrated that they just wanted to quit. That belief and support kept them going. And they went on to achieve great success in the end.

People lap this up. It’s become a business start-up archetype. A rags to riches fairy tale that is deeply seductive. Just keep going. Never quit. And eventually you will succeed. It’s a simple and powerful idea that permeates so much of what we are told about entrepreneurship.

Yes commitment, passion, belief and sheer hard work are all essential for successful entrepreneurs. But no amount of these things will make up for a business idea that is so full of holes and flaws that if it were a ship, it would sink in the harbour.

Most people that new entrepreneurs meet want to sell them something. Even if that something is dressed up as ‘help’. This vested interest means no-one is likely to tell them that their business plan sucks. That it has some terrible flaw that will kill it dead. On the contrary, they express entirely fake enthusiasm, either because they cannot see the problems, or if they can, they are sure as hell are not going to mention it for fear of losing a bit of earning potential before the whole thing collapses.

So why would anyone want to become an entrepreneur? Part of the answer these days lies in the difficulty of finding and retaining a relatively secure and well paid job. People lose their jobs and think, “do I really want to go back to anything like that again?” Often the answer is “No”. So that leads inevitably to the idea of self-employment. Which in turn leads people to start up companies.

But start-up businesses have a truly dreadful record of success. Depending on who you listen to, around 80% fail in their first three years. They fail for all sorts of reasons, but one is that people might be very experienced at what they do, but have absolutely no-experience of setting up a business, let alone growing one.

Another is that what they aspire to be and what they actually are, are so far removed from reality that they chase the wrong dream. They lack the self-awareness to determine where their true talents really lie. It’s much better (and more profitable) to be a great version of you, than a second rate impersonation of someone else.

But the greatest failing is our fantasy notion of what success looks like. Business success isn’t about fabulous riches, business empires or fame. Success is about figuring out a way that your work rewards you in a way that enables you to live the life you want on your terms. And the best way I know to do that is not to become a slave to some idealized fantasy of what an entrepreneur is but just to earn our living independently by being the absolute best version of ourselves that we possibly can.

And by making sure your advice comes from someone who knows and cares enough to tell you when you've got it wrong.

Jim Clifton, former CEO of Gallup and author of 'The Coming Jobs War' has one of the most insightful (and least viewed videos) on YouTube about the problems with entrepreneurship in the US today, and its consequences for jobs and society. Clearly there is no correlation between brilliant insight and social media popularity!

Ignore the mass media herd, this is the information that matters:

Becoming self-employed? Here’s the #1 critical question you MUST be able to answer

By Neil Patrick

Whether you are setting up business as a sole trader or a company, there's one critical question you must be able to answer.

Last week, I was contacted by a former colleague from the financial sector. She had just lost her job in the latest corporate reorganization. Her reaction to job loss was positive. She was embracing it as an opportunity to convert all those years’ experience and acquisition of skills into a self-employed variant of her former job. I immediately agreed to help her anyway I could.

About the same time, I was sent a business plan for a start-up financial business. I was asked to provide my reactions and suggestions as to how the plan might be improved. The plan was ambitious and innovative. It embraced and aimed to capitalise on the financial, technology and media changes that are transforming the world.

At first, these two events might appear to have nothing in common. But as I examined both situations I realised that both were dependent upon getting to grips with exactly the same question.

It’s a very simple question to ask but a very hard one to answer perfectly. In a single sentence though, it frames the challenge for every new business venture. Being able to answer it clearly and precisely sets you up for success. Even if you cannot answer it precisely, trying to do so will instantly reveal the weaknesses in any business plan.

So what is the question?

It’s this:

“What problem do we solve for whom, and how?”

That’s it.

Time and time again when I see new business proposals, whether they are corporations or individuals, they fall apart when examined with this question.

Often it’s a variation of the age old business failure that arises because the business owner is looking to sell what they want to make or do, rather than making what people want to buy.

Today, attention spans are getting ever shorter. If you cannot articulate what problem you solve in a couple of sentences, you will struggle to get attention. And no attention means no sales. And no sales means your business is dead.

So not only must you be able to answer the question, you also have to be able to express it in a way which demands attention and interest from the people you seek as customers.

In a start-up, this can be the difference between getting investment and withering on the vine. In the case of sole traders, it’s the difference between having a queue of eager customers and an empty diary.

Why do so many people get this wrong? 

Employers don’t teach us how to be entrepreneurs

Experience of working for a large corporation provides plenty of experience and learning. But it’s not usually the sort of learning that equips you to be successful in your own business venture. Suddenly your specialist expertise itself is less important than your ability to get others to pay for it. 

When you are self-employed, before you can start work, you must obtain it

In a normal job, our employer provides a regular pay cheque. And depending on its size, we cut our cloth accordingly. When we have a job, the work is just there. We normally don’t have to actually create it. In a normal job, what’s critical is the quality of our work. When you work for yourself, how much you earn depends on how much work or business you attract. What’s critical is the quantity and frequency of our work. 

Problem solving for others is different to problem solving for an employer

In a normal job, we may very well require problem-solving skills. But these problems are internal to our employer. The problems are given to us to tackle. When we work for ourselves, the problems are not given to us. We have to identify them in other people’s lives. So these problems are external. And before we can solve them, we have to have a solution that our customers find more attractive than the alternatives.

Knowing the answer to the number one question helps us focus our actions on doing the right things to drive business success. It means you have a business proposition which people actually want and are willing to pay for.

Not being able to answer the question means your business isn’t going anywhere, until you can…