Starting a small business is hard work; any budding entrepreneur can tell you that. Unfortunately, though, all that work is often for the wrong purposes.
People start businesses because they’re good at making a product or providing a service. That doesn’t mean they’re good at running a business! Michael Gerber takes on this “E-myth” — that someone can be an effective entrepreneur with much technical skill and little business sense.
The book is written as a step-by-step guide for thinking through building a business. The goal of any good business, according to Gerber, is to be able to hand it over to someone with minimal skills and have it run just the same – the franchise model of business. Gerber lays out many solid principles for achieving this goal.
It’s worth noting that the book is somewhat dated. It has little to say, for instance, about the power of digital marketing or social innovation. The text can also feel a little too sales-oriented, as Gerber regularly references his own consulting business. Some critics find the abstraction difficult to parse and the advice a little too general to apply to real world business operations.
Despite these limitations, “E-myth” is still worth a read. Taken with a grain of salt, there’s a lot of functional wisdom to be had in the narrative. If you’re starting or already running a small business, the concept of working ON your business instead of IN it is vital. Gerber clarifies what that means, and how to do it.