people who are exceptionally good in business aren’t so because of what they know but because of their insatiable need to know more. - Michael Gerber

CONFUSION 4: HOW TO KEEP YOUR CUSTOMER HAPPY Let’s say you’ve overcome the first three confusions — now how do you keep your Customer happy? Very simple…just keep your promise! And make sure your Customer knows you kept your promise every step along the way. In short, giving your Customers what they think they want is the key to keeping your Customers (or anyone else, for that matter) really happy. If your Customers need to interact with people (high touch, Tactile), make certain that they do. If they need to interact with things (high-tech, Neutral), make certain that they do. If they need to interact with ideas (in their head, Withdrawal), make certain that they do. And so forth. At E-Myth, we call this your Client Fulfillment System. It’s the step-by-step process by which you do the job you’ve contracted to do, and deliver the product you’ve promised. But what happens when your Customers are not happy? What happens when you’ve done everything I’ve mentioned here, and they are still dissatisfied?

the typical small business owner is only 10 percent Entrepreneur, 20 percent Manager, and 70 percent Technician.

If you want to work in a business, get a job in somebody else’s business! But don’t go to work in your own. Because while you’re working, while you’re answering the telephone, while you’re baking pies, while you’re cleaning the windows and the floors, while you’re doing it, doing it, doing it, there’s something much more important that isn’t getting done. And it’s the work you’re not doing, the strategic work, the entrepreneurial work, that will lead your business forward, that will give you the life you’ve not yet known.