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

to make a choice. Not after they’ve done the work, but before. “And we do that by making sure they understand the idea behind the work they’re being asked to do.

The commodity is the thing your customer actually walks out with in his hand. The product is what your customer feels as he walks out of your business. What he feels about your business, not what he feels about the commodity. Understanding the difference between the two is what creating a great business is all about. Charles Revson, the founder of

your unique way of doing business.

You might say that, while going to work on the business, people begin to realize that it

As a result, The Technician mistrusts those he works for, because they are always trying to get more work done than is either possible or necessary.

Given his need for change, The Entrepreneur creates a great deal of havoc around him,

the best of the best I have known are extraordinarily grounded people; they are compulsive about detail, pragmatic, down-to-earth, in touch with the seamy reality of ordinary life. They know that a business doesn’t miss the mark by failing to achieve greatness in some lofty, principled way, but in the stuff that goes on in every nook and cranny of

To The Entrepreneur, most people are problems that get in the way of the dream.

That your Primary Aim and your Strategic Objective and your Organizational Strategy and your Management Strategy and your People Strategy and your Marketing Strategy and your Systems Strategy—all of them are totally interdependent, rather than independent of one another. That the success of your Business Development Program totally depends on your