A lot of people who would like to start a business think the task is too daunting. But following a passion is not as high risk as you may think. Conventional wisdom about entrepreneurs being big risk takers and living on the edge is not all that realistic. In fact, there are ways to minimize the financial risk and emotional drama of going after your dreams. And, most of the skills you need to be an entrepreneur, you can teach yourself.
Alex Shear founded the production company Projectile Arts, in order to produce the documentary, "Kokoyakyu: High School Baseball." The topic of baseball appealed to Shear, in part, because of the risks involved. "There is so much failure" in baseball, says Shear. He wanted to know how players deal with it. In the meantime, he had to deal with those same issues himself, starting a business to make the documentary.
Like many people, Shear is not a fan of huge risk: "I didn't know what I was getting into. If I knew I was going to have to move twice, sell my car, and go broke," I probably wouldn't have done it. "You need to be stubborn and thickheaded and not think things through all the way," advises Shear.
In a case like this, Saras Sarasvathy , professor at the University of Virginia's Darden School of Business, told me that she asks her students to look inside themselves: "Why do you want to open a restaurant? Is it because you love to cook? Then you can have a catering business out of your home. Is it because you have a great location? What else can you put at that location that would be more likely to succeed?"
Have basic skills in the field you are choosing. Sarasvathy uses the analogy of cooking a meal to describe the entrepreneurial way of thinking. Some people have a list of ingredients on a recipe and follow its steps exactly. Other people walk into a kitchen, see what ingredients are on hand, and whip something up. If you want to start your own business, you should be a person comfortable with no recipe. "But," Sarasvathy cautions, "you need to know how to cook." Both types of people probably will come up with good meals if they have cooking skills, and both will come up with bad meals if they don't
Not knowing exactly what you will create is OK. Sarasvathy told me: "Entrepreneurs don't believe in planning because they don't want to be in a future that is predictable. If you want to create something new, then the future is unpredictable. If you can predict what will happen, there is no room for creativity." This also leaves room for genuine partnerships, which you will need.
Get help in a partner. Finding a business to launch is a soul-searching venture, because you have to be passionate about your choice. But "part of your search for passion should be a search to know your skill set. Ask your parents, mentors, and friends. Then try to match skills you have with your passions and fill in what you need," said Andrew Zacharakis, professor at Babson College. Most feelings of risk come from doing things you have not done before, so surrounding yourself with people who complement your skills can minimize risk.
Relax. The point of entrepreneurship is to have fun doing something you're passionate about. But a small-business owner's mind can race constantly. Learn to control this and business will feel less risky.
Jim Fannin is a success coach whose clients include more than twenty Major League Baseball players. He told me that research has shown that wildly successful people have 1,000 fewer thoughts a day than others, which allows the successful people to have exceptional focus on their goals.
Shear says he tried to focus on his next step instead of looking at the whole project, which would have been overwhelming. "If you think too much about the big picture it can paralyze you — mess you up in the moment."
Fannin agrees. There are so many things you can worry about, so "I tell people to go on a mental diet," says Fannin. "Cut out thoughts that won't make you better because they hold you down."
You need a sense of peace to perform well. Fannin says that just taking deeper breaths will slow your thinking and help your focus.
Stay optimistic. People who have big success have optimism. The key is to manage your thinking. When something bad happens, "learn from it and move on." If you let yourself replay bad situations, you will get used to seeing your life that way.
Seventy-five percent of people report that negative thinking goes away if you look toward the sky. So for those would-be entrepreneurs trying to fend off negative thinking, Fannin says: "Chin up."










This is one of your best columns (see, I'm not always disagreeing with you.)
The whole "entrepreneur as risk taking hero" thing has been way overdone in pop culture. While some risk is inevitable in any start up, the percentage move is to control and minimize risk as much as possible.
A business plan – even a mini plan – is an essential first step if you want to minimize risk. Don't jump from the start to the dream; put some thought into the necessary intermediate steps. Recognize that the plan will be wrong in many important respects (I read somewhere that business plans are God's way to make fun of entrepreneurs), but the plan can be changed in light of opportunities. The point is not to create a plan with the traditional hockey stick earnings curve; the point is to suss out the issues you can expect to face in getting the business going and to get an idea of how big it can be if it works. The plan can be really brief, even a page or two, but some thought as to what is coming can make all the difference. Don't get hung up on polishing the perfect plan, but do spend a few evenings thinking a step or two ahead.
Understand the capital requirements of the business going in, and have a clear idea where that capital is going to come from. The less capital required, the less risk. Understand cash flow, and plan on it. Many profitable businesses fail because as they grow they must spend (e.g., buy inventory) in advance of revenues, and if the cash isn't there to make those expenditures they end up closing down.
If it is your first business, do yourself a favor and start out with something that requires little capital and has a pretty good chance of success (there's a reason that lots of entrepreneurs of older generations had a paper route as their first business experience). Do this while being supported by someone else or while keeping your day job. You will learn a lot, and your mistakes are unlikely to leave you with any permanent injuries. Today, the internet offers a lot of opportunities for relatively low cost, low risk businesses that may not turn into powerhouses, but that do let you get first hand experience with business realities. Once you have run any business, however small, your chances of success at the next one go up, so it's a good idea to do the equivalent of a paper route before making a serious committment.
Posted by oldguy on 04/23/2007 at 02:57am | permalink | Reply to this comment
Great column,
A former entrepreneur myself, in a different country though, I think that entrepreneur are definitely not less risk averse than the general public, but they're much better at actually evaluating risks and opportunities and at acting on it. I myself am very risk averse, but once you put actual numbers and figures on the risk reward equation, even a chicken like me can go ahead and start a venture with some peace of mind.
On a different note, I was wondering if you knew where I could offer offer my services, pro-bono, to start-ups in need of an extra pair of hands or an additional brain to brainstorm. I miss the thrill of the small business and would like to get back into it a little before doing it again on my own in some years.
Posted by Mathieu on 04/23/2007 at 10:34am | permalink | Reply to this comment
Great one Penelope!
I agree that entrepreneurs are not Superman style risk takers. I might be referencing Guy Kawasaki here, but entrepreneurs see risk a different way than other people. They are incredibly confident in themselves and don't see themselves as taking a risk but working hard to achieve certain goals. You are right, optimism is needed to help achieve them.
While there are always exceptions, most people follow "Maslow's Hierarchy of Needs" in their lives. If you can't eat, then how can you be driven to succeed in your business? Uuless, your food depends on its success…
* * * * * *
Hi, Evan. I don't think all entrepreneurs are that type of person you are referring to — the tech-type that Guy Kawasaki writes about so often. In fact, most entrepreneurs are women, not men. And a lot of women start their businesses for survival — because they cna't leave their kids all day and they need to earn money. So the idea that entreprneurs are "different" might not be so true anymore. We are all just trying to take care of ourselves (not just financially but in terms of our core needs) and the people who depend on us, and often the best way to do that is to start a business.
–Penelope
Posted by Evan Woolard on 04/23/2007 at 05:42pm | permalink | Reply to this comment
Penelope, I like the way you focused on the creative aspects of starting a business. Having an idea of what you want to accomplish is a great first step. But I also agree with oldguy. Cash flow is critical. If you want to start a business, make sure you have some savings to carry you through the start up period (or a spouse or family member who will support you while you get off the ground.)
I would add that with many service businesses, it is not necessary to drop everything and focus full-time on the new venture.
One way to test the waters is to begin doing something on the side while you still have your day job. When I decided to leave the non-profit sector and start my own recruiting business, I contacted a legal recruiter I knew and worked with her informally for a few months. By helping her to source candidates (since I was speaking to lawyers all the time anyway) I was able to learn the business and convince myself that I would enjoy being a recruiter.
But I also got some good advice from a lawyer who had successfully launched his own law firm (after he had been practicing as someone's associate for several years.) He told me that the only way to be truly successful is to fully commit. And he was right. My earlier attempt at starting a mediation practice on the side was not that successful. But knowing that failure was not an option helped me succeed at recruiting.
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Great advice, Stephen. A great way to reduce the risk of a new business is to do it on the side. Too often we think of entrepreneurship as all or nothing, black or white. But it's not. So much of it is about educating yourself about business and collecting self-knowledge so you choose something you like. These are tings you can do in addition to a day job.
–Penelope
Posted by Stephen Seckler on 04/23/2007 at 09:16pm | permalink | Reply to this comment
There is no common advice for entrepreneurs and risk depends on few factors
1) What stage of your life are you starting your business.
2) The Starting scale
Do read http://www.idealwebtools.com/blog/11lessons-entrepreneurs/ and http://paulgraham.com/startupmistakes.html. Avoid the startup mistakes and it will help.
>> Get help in a partner
This is very very important. It will be good to start a business with a partner, whom you can trust and should posses some needed skills.
Do not forget one thing - Now people are working with you believing you, keep the trust.
Posted by AjiNIMC - wrote about "Questions for your employer (Hiring Manager)" on 04/24/2007 at 12:04am | permalink | Reply to this comment
Risk is relative. Entrepreneurs are often perceived as big risk takers because they take actions that we consider risky. But for the entrepreneur, who has studied the options and developed an expertise, the action is perfectly reasonable. One person's risk is another person's comfort zone.
Posted by Steve Wilson on 04/24/2007 at 01:20am | permalink | Reply to this comment
Penelope, this is a great post! My favorite bit is about successful people having less thoughts per day than others. I've found in my own experience of starting a company that if I can just focus on the task at hand and curtail my thoughts that relate to worrying about the future, worrying about money, stressing about what happens if I fail, I am much more successful and productive.
Posted by Nataly on 04/24/2007 at 07:12am | permalink | Reply to this comment
(I was directed here from a link from I Will Teach You To Be Rich)
This is a really good article. I was recently in a discussion with some people about starting your own business and your article has gotten me to reconsider my original position. I'm definitely going to point this post out to them.
Love the blog, I'm definitely hitting the archives later!
Posted by Binkley on 04/24/2007 at 12:04pm | permalink | Reply to this comment
Excellent post, Penelope. While not explicitly stated, it should be understood that all of these factors are interrelated. They are, as you put it, the ingredients.
And it is a very personal journey, as some of your commenters have stated. For some, doing this right out of college (or even high school) is the best way to do it. For others, the entrepreneurial calling doesn't kick in until 50's or even retirement.
The point about relaxation struck me the most. As I remind students and clients alike, there are only three things you ultimately have to remember to be successful: 1) inhale; 2) exhale; 3) repeat.
Posted by Timothy Johnson on 04/24/2007 at 10:00pm | permalink | Reply to this comment
I kind of LIKE having thoughts, though…!
Posted by AlmostGotIt on 04/25/2007 at 12:22am | permalink | Reply to this comment
Thanks for the post, Penelope! I was directed here from "I will teach you to be rich," and I really appreciate your advice that "not knowing what you will create is OK." I'm a performing classical musician, but what I've been working on a way to fuse music, art, and movement to make each more accessible to the general public.
Your article has inspired me to think on a larger scale…
Posted by Elizabeth on 04/25/2007 at 02:03am | permalink | Reply to this comment
I'm with AlmostGotIt. I LIKE having thoughts, too.After thinking about it, I've come to the realization that those of us who are introspective; who really, truly, like to think about things; who are highly analytical are probably just not all that cut out to be risk-taking entrepreneurs.To succeed in an entrepreneurial endeavor, you need to have supreme conviction – and thinkers tend to spend perhaps too much time evaluating risk, playing "what-if", etc.. A better job for us: chief of staff, advisor to the throne, internal consultant….
Posted by Maureen Rogers on 04/25/2007 at 10:05am | permalink | Reply to this comment
I agree that it's not necessary to be a risk taker inorder to start a business. In starting a business, we must be aware of the factors and consider everything that may affect the business. Having incomplete preparation will surely make it a risk.
Posted by Alan on 04/26/2007 at 01:46am | permalink | Reply to this comment
You are right about that. Having the basic skills is indeed a factor that minimizes the risk we take from starting a business. Using the right tools and necessary skills should be a good reason for removing the thought of being a risk taker.
Posted by Fran on 04/26/2007 at 09:36pm | permalink | Reply to this comment
plis help me with my research on the life of student entreprenuers. i would like to know how their manage studies and their own work.
Posted by mephina on 09/19/2007 at 08:56am | permalink | Reply to this comment
thak you for the work andthe reaserch
Posted by mephina on 09/19/2007 at 08:58am | permalink | Reply to this comment
mephina, I am a student entrepreneur. It does take a lot of your time, but I enjoy doing it. I am actually hoping I can support myself before I graduate, but we will see. :)
Great post, I do just about all of those things, they are great tips. Working with a partner is a huge help (as long as you agree on things). It sure helps take a lot of the stress off. I don't think I would have ever started out if I didn't have someone to go in it w/ me.
Posted by Personal Finance Ology on 01/16/2009 at 03:36pm | permalink | Reply to this comment
mephina, I am a student entrepreneur. It does take a lot of your time, but I enjoy doing it. I am actually hoping I can support myself before I graduate, but we will see. :)
Great post, I do just about all of those things, they are great tips. Working with a partner is a huge help (as long as you agree on things). It sure helps take a lot of the stress off. I don't think I would have ever started out if I didn't have someone to go in it w/ me.
Posted by Sam on 01/16/2009 at 03:37pm | permalink | Reply to this comment
Risk is relative. Entrepreneurs are often perceived as big risk takers because they take actions that we consider risky. But for the entrepreneur, who has studied the options and developed an expertise, the action is perfectly reasonable. One person's risk is another person's comfort zone.
Posted by watchmovie on 09/24/2009 at 02:40pm | permalink | Reply to this comment
I always wanted to start my own business. I am not a risk taker exactly and I can really relate to what you are saying. what you are saying. I am currently working hard in a company and hopefully and eventually I will be able to start a company of mine. It is not about risk. I believe that it all depends on planning.
Posted by Investments on 10/04/2009 at 04:04pm | permalink | Reply to this comment