Notes on Chapter Seventeen of the book: The E-Myth Revisited by Michael Gerber

Chapter 17: Your Marketing Strategy

Starts, ends, lives and dies with your customer.

Think only of the customer.

If the customer doesn't know what he wants, how can you provide it.

Look at the subconscious as well as the conscious process.

Remember...Grow Your Profit And Prosper!

Rodney Burge

Notes on Chapter Eighteen and Epilogue of the book: The E-Myth Revisited by Michael Gerber

Chapter 18: Your Systems Strategy

Everything is a system.

A business has three types:

Hard: The computer and other equipment

Soft: People and ideas. Systems for selling and doing

Information: Interactions between the other two.Recording how things are going.

Benchmarks.

Epilogue:

More changes have occurred in the last 20 years than the last 2,000.

Don't bring your chaos with you!

Remember...Grow Your Profit And Prosper!

Rodney Burge

1.The Principle of Life:

Your business should be a tool to get more out of life.

There is only one reason to start your own business and that is to get more life.

Since you create your own job it should be enjoyable.

Remember...Grow Your Profit And Prosper!

Rodney Burge

2.The Law of Objectivization:

View your business as separate from you and as a product of you.

This way, you will be able to reinvent what you do and how you do it. The law is about taking a step outside of your business and looking at it objectively.

Your life is your only business; your business is not your life.

Remember...Grow Your Profit And Prosper!

Rodney Burge

3. The Power of Working ON Your Business, Not IN It:

Focus on building your business, not just producing products and services.

The business as a whole is the product, not the things it produces.

Remember...Grow Your Profit And Prosper!

Rodney Burge

4. The Principle of Systematization: View Your Business as an integrated system.

Your business has an internal system that is able to work together consistently, predictably, and controllably.

Think of the turnkey operating systems of Walmart, McDonalds, Federal Express. The System does the work, the people run the system.

Remember...Grow Your Profit And Prosper!

Rodney Burge

5. The Principle of Business Development: The task of every owner is the continuous development of the business through the ongoing process of innovation, quantification and orchestration, which are tools of the business development process.

This is how you create a profitable and efficient company.

No matter how small the business is, the system is the solution.

Remember...Grow Your Profit And Prosper!

Rodney Burge

6. The 3 Personalities—the Entrepreneur, the Manager, & the Technician:

• The Entrepreneur; is critical to success of the company. The entrepreneur is the visionary, lives in the future, but works in the present, is innovative, desires control of the business, and is equity oriented.

• The Manager invents the system that runs the business, is the pragmatist, lives in the past, desires order, and is profit oriented.

• The Technician is the doer, lives in the present, gets things done, and is income oriented.

Each of the personalities’ roles is interdependent and is essential to your business.

Remember...Grow Your Profit And Prosper!

Rodney Burge

7. Why do Businesses Fail?

Businesses fail because they do not have a clear, compelling vision, and or, they do not have a clear, compelling operating system that differentiates them from every other business.

Remember...Grow Your Profit And Prosper!

Rodney Burge

8. Three Things You Can’t Ignore if You Want to Grow Your Business: Leadership, Marketing, Money:

• Leadership: The vision, action, and spirit of the owner and his or her business, communicated to, employees, customers, vendors, and investors.

• Marketing: Studies the demographics and psychographics of target consumers, as well as the development of a positioning strategy and messages.

• Money: The financial side of the business—obtaining money, controlling it, and managing it properly.

Remember...Grow Your Profit And Prosper!

Rodney Burge

9. Four Things You Can’t Ignore if You Want to Grow Your Business: Management, Client Fulfillment, Lead Conversion, Lead Generation:

• Management: Includes all systems developed and used to get results through others.

• Client Fulfillment: The process of satisfying the advertised, promise made to the customers, including all production, delivery, and customer service activities.

• Lead Conversion: Acquiring long-term, quality clients, through the implementation of lead systems.

• Lead Generation: Acquire long term, quality clients, through the design, production, and placements, of media messages through optimal media channels (effective marketing).

Remember...Grow Your Profit And Prosper!

Rodney Burge

10. Ask Yourself: Am I part of the systems? Do I Commit to my customers? Am I working ON my business or IN it?

Think small, proceed small and work ON your small business. Do not compare yourself with the billion dollar corporations.

Remember...Grow Your Profit And Prosper!

Rodney Burge