Gerber introduces us to the three (often competing and conflicting) personalities of the small business owner - the Technician, the Entrepreneur, and the Manager. These personalities exist in each business owner, however, one of these personalities is the strongest and many times can impact businesses for the worse if there is not balance amongst the personalities. Gerber helps the reader discover which personality is their strongest and how to create a balance with the other personalities.
Beyond the personalities, Gerber writes about how to create a business, NOT a job, how to work ON your business not IN your business, and how to create systems where the business, at times, can function and manage without the owner. These facets are important to operating a business without it overtaking the lives of the owners.
Maybe you are not a business owner, but you aspire to be one; or maybe you are a business owner, but you have been stuck in a perpetual business rut with no end sight – this book can bring understanding and relief to owning and running a business. As Gerber stated, "Contrary to popular belief, my experience has shown me that the people who are exceptionally good in business aren't so because of what they know but because of their insatiable need to know more.” No matter how short or long you have been in business there is always a need to continue learning.
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