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.