In 2002 it was reported that George W. Bush told the then
prime minister Tony Blair that "The problem with the French is that they
don't have a word for entrepreneur". Putting it kindly, this was a
mistake. Translated from French, an entrepreneur is "someone who
undertakes" something. Of course it carries a much wider meaning than that
in the modern English definition. An entrepreneur is someone who takes an idea
and builds it into something great and successful. Someone with vision, drive
and creativity, and the will to make it happen, often against difficult odds. Or
certainly that's the general perception. Does this person have to be a genius?
Above average intelligence? What defines an entrepreneur really?
Dictionary.com will tell you that an entrepreneur is "a
person who organizes and manages any enterprise, especially a business, usually
with considerable initiative and risk." We're talking about people who
don't have a steady 9-5 job, but who are believers in an idea that they will
plough all of their energy, money and time into. With no guarantee of success
and not much more than self belief to drive them, they assume a high degree of
risk for potentially high reward. Although entrepreneurs come in all shapes and
sizes, there are some qualities that they all share.
For sake of argument, think of yourself as an entrepreneur.
You've got a great business idea that you know will change things in ways that
nobody else is even aware of yet. It may not necessarily be the prospect of
making billions that's driving you either. You're more likely to be driven by a
vision and a passion, because you know what you're doing has the potential to
change the game. Other people will tell you you're crazy, but you could do
worse than quote back to them those famous words of the 1997 Apple
advertisement: "... the people who
are crazy enough to think they can change the world are the ones who do."
You'll need that passion to sustain you through the hard
times, when you hit walls and things aren't going to plan. You'll need
persistence in the face of adversity, or perhaps it could be expressed as the
tenacity to hold on to your trust in yourself and what you're doing, regardless
of what the world out there is saying.
As an entrepreneur you're in the uncertainty business, so
you need a high tolerance for risk. You need to be willing to fail several
times if necessary in order to get it right in the end, and you need to be
flexible in your thinking. Your idea may need to change as your journey unfolds,
and you need to be open enough to accept and work with that change. Uncertainty
is a scary place, so you will need to deal with the fear associated with that.
Fear of not knowing where next month's pay cheque is coming from, fear of
failure. You must become accustomed to insecurity as a life choice. And you'll
need the ability to think creatively so you can change perspective to solve all
those inevitable problems that come up.
So far then we have vision, passion, persistence, high risk
tolerance, flexible and creative thinking. Throw in resilience for good measure. Not many
people have these qualities up front, or maybe more importantly, are willing to
adopt them. It is argued that our education system does nothing to promote
entrepreneurship either. With its emphasis on conformity and "thinking
inside the box", it arguably stifles creativity. It is interesting to note
that people like Richard Branson, Alan Sugar and Steve Jobs didn't finish
higher education, and Bill Gates dropped out of Harvard. I'm not saying you
need to be a dropout to be a successful entrepreneur, but you don't need to be
highly educated either.
My candidate for entrepreneur of the 21st century has to be
Steve Jobs. Steve, who died of complications associated with liver cancer in
2011, really was a game changer. He changed (or even originated) personal
computing, the music business, the mobile phone business, and the movie
business. Steve was an adopted child who grew up around San Francisco and
witnessed the birth of Silicon Valley. His adoptive father was a mechanic, and
Jobs himself developed a keen interest in electronics. He left college after
six months and in the 70's spent time travelling in India, looking for
spiritual enlightenment. He also experimented with psychedelic drugs, citing
his LSD experience as one of the most important things he ever did. He became
interested in Zen Buddhism and maintained that interest throughout his life.
He combined this hippy counterculture outlook with a sharp
business brain. In 1976 his friend Steve Wozniak developed the first Apple
computer, and the Apple company was born in the garage of Jobs's house. In 1984
the MacIntosh was introduced to the world. It used the graphical user interface
(GUI) that Steve had first discovered on a visit to the Xerox Corporation. This
icon driven computing experience formed the model for personal computing going
forward, and gave Microsoft the template for Windows. Apple appeared to be
going from strength to strength, but in 1985 Jobs was ousted from the company
after John Sculley, the CEO he'd lured to Apple from Pepsi, had convinced the
board that disappointing sales figures and Steve's reluctance to put sales
ahead of innovation meant he should no longer be in charge.
Steve was devastated, but formed a new company - NeXt. It
made high spec computers with a sophisticated operating system and a magnesium
case. Steve's emphasis on aesthetic beauty and high functionality made the NeXt
machine too expensive for its intended market, and after disappointing sales
the company moved more towards software development. He also invested money in
Pixar, an animation company that produced the movie Toy Story in 1995. The success of the company culminated in a
takeover by Disney in 2006 in a deal worth around $7 billion.
In the meantime, in 1996, Apple acquired NeXt and Steve was
back at the company he'd founded. He went on to produce the ipod, the itunes
store, the iphone and the ipad. Not all of this was achieved seamlessly. He was
a notoriously temperamental manager with a strong perfectionist streak, and he
had a so called "reality distortion field". This essentially meant he
bent reality to conform to his own vision, which he communicated relentlessly
to those around him. He probably wasn't the easiest person in the world to work
with.
Steve Jobs was an innovator, he took existing technologies
and transformed them, taking them to a whole new level. Did he change the
world? He certainly changed the way we interact in it. We maybe can't all be
Steve Jobs, but we can learn from his story and apply his vision and his drive
to our own projects. As a template for a successful entrepreneur, you could do
a whole lot worse.
Darren Winters