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At its best, your business is something apart from you, rather than a part of you, with its own rules and its own purposes. An organism, you might say, that will live or die according to how well it performs its sole function: to find and keep customers. Once you recognize that the purpose of your life is not to serve your business, but that the primary purpose of your business is to serve your life, you can then go to work on your business, rather than in it, with a full understanding of why it is absolutely necessary for you to do so.

Thus, the Entrepreneurial Model does not start with a picture of the business to be created but of the customer for whom the business is to be created. It understands that without a clear picture of that customer, no business can succeed.

"The purpose of going into business is to get free of a job so you can create jobs for other people.

It is literally impossible to produce a consistent result in a business that depends on extraordinary people. No business can do it for long. And no extraordinary business tries to!

"And so, seen from the appropriate perspective, the entire business process by which your company does what it does is a marketing process. "It starts with the promise you make to attract them to your door. "It continues with the sale you make once they get there. "And it ends with the delivery of the promise before they leave your door. "In some companies that process is called Lead Generation, Lead Conversion, Client Fulfillment. "In your business, Sarah, it's called Marketing, Sales, and Operations.

When you hear something, you will forget it. When you see something, you will remember it. But not until you do something, will you understand it.