Small Business Today Magazine DEC 2014 NOUN INVESTMENTS | Page 22

EDITORIALFEATURE

Awakening your

Entrepreneurial Spirit
By Dr. John Demartini 

T

here are two elements that are wise
to factor into the entrepreneur adventure -you and the people who
you want to serve.  The more you
fulfill your own values, the more you will
endure whatever it takes to succeed. The
more you fulfill other peoples’ values, the
higher the probability that you will succeed. 
So being an entrepreneur involves finding the niche in your life of doing something that you love to do that actually fills a
need for other people.  Now, there are all
kinds of niches.  If you really care about humanity, you need to be on the lookout for
niches in the ecosystem of entrepreneurship.  Niches are places where you see a
need that nobody seems to be addressing.  It can be a completely novel thing that
has never been thought of before and
completely innovative.  
An entrepreneur is an innovative individual or an inventive person, either inventive
with technology or innovative with ideas
or services.  They find a niche that nobody
seems to have addressed or they grab a
spread that somebody has addressed but
that they feel they can do better and in a
more efficient way.  
So entrepreneurship is an absolutely
essential evolutionary component of the
economy because it’s constantly creating a
predator/prey system for any niche that’s
not being addressed.  It’s constantly looking for more effective and efficient ways of
filling needs. 
The entrepreneur is really a person who
cares to fill the needs – and that could be
something novel and new or a niche that
somebody already has but it is slumbering,
inefficient, or outdated.   The entrepreneur

So entrepreneurship is
an absolutely essential
evolutionary component
of the economy because
it’s constantly creating
a predator/prey system
for any niche that’s not
being addressed.  
It’s constantly looking
for more effective and
efficient ways of filling
needs. 
has the opportunity to come in and do it
more efficiently and at a lesser price. 
Richard Branson is known for going out
and finding dinosaur companies that overcharge people with a big brand name and
charge too much because of the brand
name.  He and entrepreneurs like him go in
and offer to do the same thing for a third of
the price.  Now that’s a niche. It’s not a new
niche; it’s an established niche that the entrepreneur is grabbing a market-share in because they know they can beat the price and
that they can be more effective and efficient. 
Entrepreneurs are dedicated to efficiency and are looking for innovative and inventive approaches to filling niches in the
marketplace.  There’s no lack of money,
once you find a niche of service.

Now the person who has the biggest
vision and cares the most about humanity is going to be looking for the biggest
niches; ones that provide services to the
most amount of people with the biggest
spreads.The real entrepreneur is constantly looking for that. 

20 SMALL BUSINESS TODAY MAGAZINE [ DECEMBER 2014 ]

One of the signs of an entrepreneur is
that they are looking for opportunities.
Now, if you don’t have a value on building
a business, refining a business, or it’s not
high on your value system, you won’t see
opportunities and grab them.  
Every individual lives by a set of values,
a set of priorities, things that are more
important to least important.  Whatever
is most important to them, they want to
fulfill the most. 
If you go up to somebody and help
that person fulfill what’s most important
to them, what some call their “dominant
buying moment”, you end up with the
highest probability of selling.  If it’s low on
their values and you try to sell it to them,
it won’t mean enough to them.  You have
to establish a need before you can offer
a service.  If there’s no need and no void,
then there’s no sale.  
So you need to find their highest value
which is their highest void.  Whatever they
perceive is missing most becomes their
dominant, most important buying void.  If
you find that, you have the highest probability of fulfilling it.  If you’re not clear about
your values, you’re not clear about what
people want in their values and you haven’t established tho