Welcome to Scribd. Sign in or start your free trial to enjoy unlimited e-books, audiobooks & documents.Find out more
Download
Standard view
Full view
of .
Look up keyword
Like this
3Activity
0 of .
Results for:
No results containing your search query
P. 1
A Critical Review of Michael Gerber's E-Myth Mastery With an Emphasis on the First Part

A Critical Review of Michael Gerber's E-Myth Mastery With an Emphasis on the First Part

Ratings:
(0)
|Views: 301|Likes:
Published by dniolet
After reading the first eight pages of Michael Gerber's "E-Myth Mastery," I was uncertain whether I would be able to fulfill the reading requirement set by the professors of my very first grad school class in an Entrepreneurship Program at Western Carolina University. So I decided to combine the reading requirement with the writing assignment. I knew that doing such was the only way I was ever going to read Gerber's book with any sort of critical thinking involved. Turns out there was a great deal worth of material to think critically about, and not in a good way, especially in the first part of the book. Though the second part redeemed the book, this was only to a small extent, since the first part left such an awful taste in my mouth. Read on to learn more.
After reading the first eight pages of Michael Gerber's "E-Myth Mastery," I was uncertain whether I would be able to fulfill the reading requirement set by the professors of my very first grad school class in an Entrepreneurship Program at Western Carolina University. So I decided to combine the reading requirement with the writing assignment. I knew that doing such was the only way I was ever going to read Gerber's book with any sort of critical thinking involved. Turns out there was a great deal worth of material to think critically about, and not in a good way, especially in the first part of the book. Though the second part redeemed the book, this was only to a small extent, since the first part left such an awful taste in my mouth. Read on to learn more.

More info:

Categories:Types, Reviews, Book
Published by: dniolet on Sep 30, 2011
Copyright:Attribution Non-commercial

Availability:

Read on Scribd mobile: iPhone, iPad and Android.
download as DOC, PDF, TXT or read online from Scribd
See more
See less

03/27/2015

pdf

text

original

 
Introduction
Upfront, I should provide some insight into who I am and make it clearexactly way I chose to critically review Michael Gerber's "E-Myth Mastery."Knowing a little bit about me and the reasons way I chose to review Gerber'sbook should give any readers of this article an idea of my personalperspective, which could help in sniffing out biases and allow them to cometo their own conclusions regarding the book. I consider myself a fairlyobjective individual though, and believe my analysis to be only partiallybiased in one respect, but that in itself could be a bias. You decide.
Background
The people who are most likely to come across books by Michael Gerber arebusiness professionals seeking a leg up in the corporate world. Many of themlikely already have some experience living in and understanding that world.They have likely already read many of the most well-known business books,such as "Rich Dad, Poor Dad" or "Who Moved My Cheese?" As far as I cantell, Michael Gerber's "E-Myth" series is not quite as well-known as thosebooks and professionals turn to it when all other resources have beenexhausted, or when business professionals get the bug to venture out ontheir own.I am not one of said persons. I am not a business professional. I have spentthe last 7 years serving in the United States Air Force, an organization thatone would think provides opportunities to catch a glimpse of the corporateway of life, but this is not the case for reasons that are beyond the scope of this article. I also have not read many of the most well-known books onbusiness. Michael Gerber's "E-Myth Mastery," the latest in his series, couldalmost be considered the first book I am reading as part of my initial stepsto 'becoming a member" of the business world. I am looking to venture outon my own. A fact which leads me to what you really need to know aboutme.I am a graduate student enrolled in the Master's of EntrepreneurshipProgram at Western Carolina University. I am in the first class,Entrepreneurial Planning, of the first semester of that program. The assignedtextbook of the class is "E-Myth Mastery." We are to read the entire book bythe end of the class, roughly 70 pages a week. After reading theIntroduction and the Forward in the first week I was reluctant to read anyfurther. I knew I had to though; it was assigned reading, after all, and I didnot really want to fake my way through grad school. I determined that theonly way I was going to be able to get through the book was by marrying upthe reading requirement with the writing assignment.
 
The writing assignment involved writing an article on a topic of my ownchoosing and posting it to an ezine website. Obviously, this is said article. If I had not made the decision to combine the two assignments, the article youare reading right now would more than likely be about something like,"Evaluating Maslow's Pyramid of Needs in the Information Age so that Youcan Learn How to Motivate Your People Using Twitter" or something to thateffect.To say I have issues with the first part of Gerber's "E-Myth Mastery" wouldbe an understatement. I will explain exactly what my opinions and thoughtsare momentarily, but it should be noted that a great deal many people havefound "E-Myth Mastery" most inspired and inspiring. In writing this article, Idid not seek to deprive anyone of any sense of well-being gained fromreading "E-Myth Mastery." And my intent was not to shame anyone forhaving found kernels of truth in the book. There is plenty of material in thebook worth taking to heart, especially once you get into the second part, butI personally found there to be just as much that is not. People who havefound more rather than less worth in the book can do what I was unable todo, that is, overlook some very distracting elements, primarily in the firstpart, which sullied the rest of the book for me.
Critical Review
I'll start this critical review by recounting what the meaning is behind thephrase "E-myth." Considering that it paints the cover of every one of Gerber's books on entrepreneurship, the meaning behind the phrase isprobably important to know. Up until the release of "E-myth Mastery," themeaning behind the phrase was spun out of what Gerber saw as a fatalassumption that most budding entrepreneurs make. The assumption saysthat the success of any business directly correlates with the entrepreneur'sdesire to own a business, the amount of capital he/she puts in, and theextent to which he/she knows the business's target market.The result of people falling into the "E-Myth" is a phenomena Gerberdescribes as an "entrepreneurial seizure." When a person gets it into theirhead that they could start a business, when they are primarily focusing onthe technical work involved in their trade, and when they think that knowingthe craft of their trade is enough to make a business work, that person isexperiencing an entrepreneurial seizure. Think of Dan Connor from the TVshow "Roseanne." He knew how to fix motorcycles. He thought that hisknowledge of his trade was enough to make his motorcycle shop venture asuccess. He was experiencing an entrepreneurial seizure.
 
In Gerber's books, such as "E-Myth Revisited," which preceded "E-MythMastery," he speaks at length about the myriad of other aspects of businessthat must be considered, understood, and synergized in order to make atruly successful business. He takes the reader through various business lifecycles, business systems, and business processes. The "E-Myth" concept andhis advice on how to counter the myth are all strictly within the bounds of the business world up to this point. However, with the release of "E-MythMastery" Gerber expands the meaning behind the phrase so that it no longerfits within the realm of the business world. It ends up pushing into theterritories of self-help, psychology, religion, and philosophy.
 The E-Myth Myth
With "E-Myth Mastery" Gerber adds to the meaning behind the "E-Myth." Heexplains that the other side of the "E-Myth" is the common belief that theonly people who can be entrepreneurs are those born with a gift; further,said people need only surround themselves with others who know theappropriate trades to create a successful business. Gerber rebukes this claimby saying, "[...] every single, solitary person on this earth [...] can discoverwithin himself the brilliance, the genius, the captivating and captivated soulof an entrepreneur, once he knows where to look." This is said on the fourthpage of the Introduction.Here is where the hairs on my neck instantly started to bristle. I could nothelp but think that Gerber was being disingenuous in order to sell morebooks. I could not help but think that one of the locations where we are allsupposed "to look" is to his book. In that quote and throughout the book, heleaves out the reality in order to play on people's emotions, build them upand never let them down, the way self-help books generally do. The reason Ithink this is because, to me, it is so blatantly obvious that his stance is false;not everyone can become an entrepreneur, plain and simple, and especiallynot to the level he promotes - "World Class."We cannot all be "World Class" entrepreneurs because: 1) There are justsome people who are born less capable. Even if he had said, "Anyone can bean entrepreneur, but only after a long and arduous training regimen," inorder to make it somewhat realistic, he still would be wrong. Not everyonehas the capacity to even begin considering becoming an entrepreneur. 2)Economically speaking, only so many of the would-be entrepreneurs wouldget the dollar vote to keep them going. That's just basic Capitalism at work.3) If we were all entrepreneurs, then who would do the work at the lowerlevels that needed to be done? 4) It would be like those planets whereeveryone has super strength; therefore, no one really has super strength.Okay, I was being funny with the last one, but you get my point.

You're Reading a Free Preview

Download
scribd
/*********** DO NOT ALTER ANYTHING BELOW THIS LINE ! ************/ var s_code=s.t();if(s_code)document.write(s_code)//-->