The Four Things Most Entrepreneurs Need:

An excerpt from my ebook "The Way of the Radical Business":

to get a copy for yourself go to - www.tadhargrave.com (sign up on left hand side)

The Four Things Most Entrepreneurs Need:

I find that there are three things most of the entrepreneurs I meet need. Maybe you can relate to this:

First is Empathy: Hell, being an entrepreneur can be hard. We can work so hard and take failure or rejection so personally. We can work so hard for so little money.

Second is Context: They need a map to help them understand where they are. They need to understand where they’re strong and weak. They need a clear diagnosis that helps make sense of their symptoms. All they know is that some things just aren’t working. But they don’t know why. They’re lost and they don’t know where they are. They need someone to help them understand where they are and why.

Third is Options: Once they feel heard and understand where they are - they need to understand the various options for getting to where they want to be. This is where more information, reading books, listening to audios can be helpful. It’s a general level of solutions. From this they can begin to pick and choose what feels relevant. This level is about learning the language in a certain arena. They start learning the general principles of marketing, some of the core strategies and tactics and maybe even hear a lot of examples.

You can start to feel really powerful, like you now know how to navigate the terrain. You walk a bit taller. But at a certain point it becomes clear that the more you learn, the more you know you don’t know. You become increasingly aware of where you’re still ignorant. And you start to suspect that you need more than just guidance.

Fourth is Guidance: In many ways, this fourth level is what they were really after when they were looking for options. At the end of the day, they can get too many options. So many that they feel overwhelmed and immobilized. “Overwhelmed by insurmountable opportunity” as Pogo said. I find that most people are silently begging to be led. They’re craving for someone to take their hand and walk them from where they are to where they want to be.

They don’t always want this guide to make the decisions for them (though often they do), but they do want someone who can not only explain the options but also give them their best advice and opinions on what would be best. And guidance can only be done one on one - in a personal relationship.

You just can’t get guidance by reading a book or listening to some audio or watching a video. That just becomes more information. And more overwhelm. In fact, all of these levels are more powerful when it’s person to person. You can get a general level, a surface level, of all of these through books and online - but working with a coach or mentor will be, obviously, far more powerful.

After they’ve absorbed enough information (and for some people it’s more than others) a question begins to surface: “How does this apply to me?” They understand that it works - and why - but they are still struggling to make that principle fit into their business.

But you need to go through these four stages in order. You’ve probably experienced this where someone tried to give you guidance without any real empathy or diagnosis and it felt awful.

If all you do is get empathy - you’re still stuck.

If you get empathy and context but no new information - all you know is what’s wrong but you feel lost about how to solve it. A lot of flailing about can happen here.

In terms of empathy - I hope this ebook provides a little for you.

In terms of context - there are two diagnostic tools (‘The Horrible Hundred’ + and ‘The Radical 180’) you can use to give you an overview of where you are.

In terms of options and information - there’s a lot here to start you off.

In terms of guidance - I’m afraid this ebook won’t be of very much help at all. Isn’t that rotten news? Ah well. It’s a start.

In fact, let’s start off with one of the core principles I base all my marketing and marketing coaching on.

People Want Guidance, Not More Information

People don’t want information. Ultimately, they want guidance.

If you think you’re selling them a product or a service - think again. You are selling them a point of view a perspective.

Let me explain: they are suffering from whatever symptoms they have (e.g. not enough clients, lower back pain, an angry wife threatening divorce, inability to get pregnant).

But - why do they have this problem? And what will it take to fix it?

Does it make sense to you that there are a myriad of ways to solve any problem? Dozens of lenses to even put on it? And, does it make sense that the lense you put on it might shape the treatment you offer?

Let’s take the general example of ‘illness’. There’s many theories on what causes it:

An inconsistency between the will of the soul and the will of the personality:

o Karma
o Genetics
o Bad diet
o Stress
o Excessive acidity in the system
o Fear

Etc. I know some people who think that what you eat is almost irrelevant to your health. I know others who think that food is the only thing that matters.

Here’s the point for you: what is YOUR perspective on why your clients are struggling with their challenges? What’s your point of view? What’s your opinion and perspective?

Here’s what people want:

1. empathy and understanding for their symptoms
2. a clear, well thought out point of view on why they have these symptoms that doesn’t cause them to feel ashamed and stupid. Something that makes sense to them.
3. clear and personalized guidance on what to do about it.

Your job is to do those three things.

Your job is to make your case as to why your perspective is correct. Not to convince them - but just so they understand where you’re coming from and what kind of help they’re likely to get from you. You can’t just say, “Take these pills.” First they need empathy. Then you need to explain your understanding of how things got the way they did. Then you need to share exactly what you think they need to do to resolve it. And of course, engaging them in this conversation is critical.

They don’t want to have to read through hundreds of pages of books and e-books. They don’t want to have to listen to hours of downloadable audios. They don’t want to sit through a weekend seminar. They want someone to give them insight into their own situations. They want you to hold their hand. They want personalized, customized advice.

Always remember this: People don’t want information. They want guidance.