One of the things that most entrepreneurs hate in their business is chaos. Executive officers in large corporations have no choice but to deal with and tolerate a certain amount of disorganization from time to time. However, entrepreneurs simply cannot.
When entrepreneurs try to deal with chaos, they end up being victims of their own ineffective management style. This is because entrepreneurs treat their business using a physical approach rather than an intellectual one, so they run it with a direct and personal intervention. And because of that, they feel very exhausted and drained every time they try to do a “manager’s” task – being in charge drains all their energy and they would do anything to avoid such a task. If they decide to accept the challenge, they are well aware that they really be exhausted. But is they do not accept it, they just have to tolerate it. Either way, they are screwed!
For non-entrepreneurial executives, they see their companies as a place of work or business. Entrepreneurs on the contrary, consider their business a home – an extension of themselves and the place where their entire existence is at stake every single day. They see their business as a place where their identity, values and purpose in life are being constantly tested. That is why they have this great fear (and annoyance) for any form of disarray.
The need that entrepreneurs have for order is the need for proof that their lives are being lived productively. But because they do not want to accept and deal with the challenges associated with their personal intervention and management style, they would rather get control of their business through a shortcut.
Entrepreneurs see the problems in a business as something that is closely related to the people behind it – to themselves and to their employees – leading them make sense of business problems and failures in human terms. Since being in business is very personal to them, they are likely to attribute success and reversals as a result of mere human performance, good and bad. They do not welcome external forces such as marketplace dynamics into the equation. Instead, they assume that a change should be done to the people involved in the business in order to solve persisting problems. But the funny thing is, most entrepreneurs are not comfortable in changing themselves. They are what they are and are most of the time, stubbornly proud of it. Not only that, they also believe that their employees will not change fro them either, or that they do not know how to change their employees or that they cannot master the energy to make the effort altogether.
So in order to make your service or product appeal to entrepreneurs, use words such as order, control, be in control automatically, order that reflects your personal wishes, no more chaos, never tolerate disorder again in your marketing campaigns.
