DRAFT

9/15/08
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 Table of Content

Session Outline for E-Myth Essentials ....................................................................................................5

Client Engagement Guide for E-Myth Essentials ...................................................................................6
E-Myth Essentials Program Review .....................................................................................................6
Have you experienced any changes or shifts in your thinking as a result of completing E-Myth
Essentials?...........................................................................................................................................6
Did you relate to any of the “common problems” noted by most small business owners ....................6
E-Myth Essentials presents “the solution” to these problems…did any of these ideas shift your
perspective?.........................................................................................................................................6
The Business Assessment ...................................................................................................................7
What areas of the Business Assessment did you find most revealing?...............................................7
Did anything surprise you about this? ..................................................................................................7
What did you find out about your business? Which Center(s) are the strongest? The weakest?......7
How can you see using the Business Assessment tool again in the future? .......................................7
Chapter 1: The Entrepreneurial Myth......................................................................................................8
The Entrepreneurial Myth .....................................................................................................................8
Did you have an “entrepreneurial seizure?” Can you describe what happened? ...............................8
Did you identify with the Entrepreneurial Myth and the fatal assumption?...........................................8
The E-Myth Point of View: The Three Personalities ..........................................................................8
Do you see yourself more comfortable in the role of a technician, a manager, or an entrepreneur?
Why?....................................................................................................................................................8
How can you leverage the understanding of the three different mindsets to achieve balance and
success in your business? ...................................................................................................................9
Chapter 2: The Solution .........................................................................................................................10
The E-Myth Point of View: Five Core Principles ..............................................................................10
Which of the principles did you relate to or find most interesting? Why?..........................................10
Why are the Five Core Principles important to achieving business success and fulfillment as an
owner? ...............................................................................................................................................10
How can you practice the Five Core Principles each day? ................................................................10
The principle of LIFE..........................................................................................................................11
Why did you start your business? ......................................................................................................11
Does it support your life in every way possible? ................................................................................11
Do you ever feel like you bought yourself a job? ...............................................................................11
What changes would you need to make so that your business supports your life 100%?.................11
In order for this to happen, what is the first thing you would have to do? ..........................................11
The principle of LEADERSHIP...........................................................................................................12
After going through Essentials, do you think about leadership differently?........................................12
Do you have a vision for you business?.............................................................................................12
The principle of WORKING ON IT, NOT IN IT. ..................................................................................12
Have you thought about the difference between working IN a business and working ON a business
before?...............................................................................................................................................12
How does this idea affect how you approach your business? ...........................................................12
Did you use the Time Log Worksheet to assess how you’re spending your time? ............................12

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 What did you discover?......................................................................................................................12
Did you complete the Results Listing Worksheet?.............................................................................13
What work you can delegate that will make more time for doing the strategic work..........................13
The principle of SYSTEMIZATION ....................................................................................................13
What happens to your business if it’s people dependent?.................................................................13
How does systemization take away the fear of losing a key employee? ...........................................13
Do you find that it is difficult giving your customers a consistent experience?...................................13
Key Frustrations Process – Supports Systemization & Strategic Thinking ........................................14
What is the purpose of the Key Frustrations Process? ......................................................................14
How do you see using this strategic tool in the future?......................................................................14
Did you test out the Key Frustrations Process on any current problems? What was the result?......14
“System Action Plans” – Supports Ongoing Systemization ...............................................................14
Why should you document your business systems? .........................................................................14
Was learning about the Action Plan Template helpful? .....................................................................15
Did you download and try using the Action Plan Template Worksheet? What was your experience?
...........................................................................................................................................................15
The principle of BUSINESS DEVELOPMENT ...................................................................................15
Did you think of the term “business development” differently before going through E-Myth
Essentials?.........................................................................................................................................15
Why do you think ongoing business development is important? .......................................................15
Seven Centers of Management Attention..........................................................................................16
How do you see using the Seven Centers of Management Attention?..............................................16
How can you use this business development model to evaluate your business?..............................16
What did the Business Assessment show you about these centers of your business?.....................17
Which centers are the weakest?........................................................................................................17
Which centers are the strongest? ......................................................................................................17
Chapter 3: Leadership............................................................................................................................18
Leadership............................................................................................................................................18
Before going through Essentials, did you have a vision for your business written down? .................18
Knowing the definition of leadership now, do you: .............................................................................18
Primary Aim..........................................................................................................................................18
What was your experience of discovering your Primary Aim? ...........................................................18
Do you feel you uncovered it? ...........................................................................................................18
What challenges/obstacles/questions did you face during this process? ..........................................19
Why does E-Myth start with your Primary Aim as the first exercise in Leadership? ..........................19
Strategic Objective ..............................................................................................................................19
Were you able to write a Strategic Objective for your business?.......................................................19
Why does having a document like this matter?..................................................................................19
Chapter 4: Marketing, Money and Management ..................................................................................20
Marketing, Money and Management ..................................................................................................20
MARKETING:........................................................................................................................................20
Before Essentials, what would you have said is the role of marketing in your business?..................20
Do you engage in ongoing marketing analysis? ................................................................................20
Do you have systems in your business that allow you to capture customer information regularly? ..20
Do you have a “positioning strategy” for your business? ...................................................................20

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 MONEY: ................................................................................................................................................21
Do you worry about money? In what way? .......................................................................................21
Do you have good financials systems? Do you generate and read your reports regularly? .............21
MANAGEMENT: ...................................................................................................................................21
What do you think about the E-Myth approach to management? ......................................................21
What is meant by developing your business as if you were to franchise it? ......................................22
Do you have an updated organizational chart? What purpose does it serve?..................................22
What did you think about creating “Position Agreements” (versus job descriptions)? .......................22
Chapter 5: Client Fulfillment, Lead Conversion and Lead Generation ..............................................23
Client Fulfillment, Lead Conversion and Lead Generation..............................................................23
CLIENT FULFILLMENT: .......................................................................................................................23
Why is the Client Fulfillment center the “heart of your business?” .....................................................23
Do you feel that your product strategy and design fulfill your customer’s needs and expectations?
How do you know?.............................................................................................................................23
Have you created reliable fulfillment systems for product, delivery and service? ..............................23
LEAD CONVERSION:...........................................................................................................................24
Did you find yourself thinking differently about “sales” after reading the Lead Conversion chapter? 24
Do get consistent result with your current sales process? .................................................................24
LEAD GENERATION: ...........................................................................................................................24
Do you think your lead generation materials are effective? How do you know?...............................24
Does your lead generation materials set a positive tone and create a good first impression? ..........24
After completing Essentials, do you see the importance of aligning all of the processes from these
three centers? ....................................................................................................................................24
Does your business do a good job at that?........................................................................................25
Chapter 6: Systems Strategy.................................................................................................................26
System Strategy...................................................................................................................................26
Why should you create a “systems strategy” for your business?.......................................................26
What the best approach to take to identify your business systems? .................................................26
Conclusion: E-Myth Essentials .............................................................................................................27
Essentials Conclusion and Next Steps .............................................................................................27
How did going through E-Myth Essentials help you understand your business better? ....................27
Would you like to be able to continue working ON your business? ...................................................27

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Session Outline for E-Myth Essentials
The following session outline provides a tool to effectively engage in discussions about the E-Myth
Essentials Live program. It contains exploratory questions you can use to help gauge the impact and
understanding of the E-Myth Essentials program content with your clients.

Preparation for Client ƒ Review Learning Objectives

Meeting ƒ Review Benefits to Client
ƒ Review Program Worksheets
ƒ Review Engagement Guide for Discussion Planning

Client Learning ƒ Use the Essentials Business Assessment results to

Objectives: identify areas of strength/areas of improvement.
ƒ Understanding of The Entrepreneurial Myth and the
“Three Personalities” and how this idea impacts
business ownership and management.
ƒ Insights into the E-Myth Five Core Principles and
how they shift a “technician business owner” to have
more of an entrepreneurial mindset.
ƒ Use The Seven Centers of Management Attention
model and tool to develop their business.
ƒ Know why Leadership is the foundational center that
drives all other parts of the business.
ƒ Discover their Primary Aim and create Personal
Objectives for their life.
ƒ Develop their unique Strategic Objective.

Client Benefits: ƒ Inspiration and education of how to become a more

entrepreneurial business owner and leader.
ƒ Knowledge they can apply to make changes and
improve their business operations.

ƒ Increase their confidence as a leader by visualizing

success and creating their Strategic Objective.

Workshop Length of ƒ 220 minutes with some additional time to

Time complete worksheets and attend live sessions.

Program Worksheets ƒ Business Assessment

ƒ Primary Aim
ƒ Time Log
ƒ Results Listing
ƒ Action Plan Template
ƒ Strategic Objective

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Client Engagement Guide for E-Myth Essentials
E-Myth Essentials Program Review
Purpose: Assess the overall impact of the E-Myth Essentials program.
Result: To understand what the client has gained as a result of completing E-Myth Essentials
and where they could benefit from continuing on to complete the Embark Live program.
Exploratory Questions:
Have you experienced any changes or shifts
in your thinking as a result of completing E-
Myth Essentials?
Did you relate to any of the “common
problems” noted by most small business
owners?
E-Myth Essentials presents “the solution” to
these problems…did any of these ideas shift
your perspective?
(go to the section in this guide to discuss each of
these in more depth)
Suggested Responses:
(Personal Response)
Many people who go through the program say
that they finally understood what is really
causing their business frustrations.
They also get a new perspective on themselves
and their business. It is enlightening to see the
results of the Assessment.
Lastly, the program gives them hope -- a new
perspective, a strategic approach and the tools
to make changes which benefit not only their
business but ultimately how they lead their
lives.
Yes. Which ones:
ƒ My business feels chaotic
ƒ The business can’t run without me being
there
ƒ I find it difficult to hire and keep good
people
ƒ Since starting my business, I have less time
for my life
ƒ I have not received the financial awards I
expected
ƒ I feel burned out and do not have a plan for
the future
Key Ideas to explore:
ƒ The Entrepreneurial Myth
ƒ The Three Personalities – Entrepreneur,
Manager and Technician.
ƒ The Five Core Principles
ƒ The Seven Centers of Management
Attention
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The Business Assessment
Purpose: To provide an objective and informative tool for self-evaluation of personal
leadership traits and current business operations.
Result: A client can objectively see areas of strength and weakness and receive practical
recommendations for how to improve. They can use the tool to benchmark future
improvements.

Exploratory Questions: Suggested Responses:

What areas of the Business Assessment did (Personal Responses)

you find most revealing?
Prompts:
Entrepreneur, Manager, Technician?
Did anything surprise you about this? Work/Life balance?
Communications?
Strategic Skills?
Self Awareness?

What did you find out about your business? (Leadership, Marketing, Money, Management,
Which Center(s) are the strongest? The Client Fulfillment, Lead Conversion or Lead
weakest? Generation)

How can you see using the Business
Assessment tool again in the future?
Many people use the Assessment as a
benchmarking tool and take it again in six
months after completing the Embark Live
program.
For example, in Embark Live, you will work
through each of the Seven Centers in depth
and work on creating your strategy and
implementing key business systems.
It is a wonderful tool that you can use to see
the improvements and progress you make after
engaging in more of the E-Myth business
development process.

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Chapter 1: The Entrepreneurial Myth

The Entrepreneurial Myth

Purpose: Understanding the E-Myth (and the fatal assumption) enables business owners to
pinpoint why running their own business has been more difficult, and less rewarding, than they
expected.
Results: Understanding this myth creates a new perspective that inspires and empowers
people to change how they think about their business and to learn how they lead it differently.

Exploratory Questions: Suggested Responses:

Did you have an “entrepreneurial seizure?” (Personal Response)

Can you describe what happened?

Did you identify with the Entrepreneurial
Myth and the fatal assumption?
Many small business owners identify because
they started by being an expert “technician”
who was working for someone else and then
decided to leave and go open up their own
business doing that technical work.
Many people just “bought themselves a job” or
became self employed.
They now know that that is not the same thing
as having a true “business.”

The E-Myth Point of View: The Three Personalities

Purpose: Explains the differences of each personality and the unique role they play in the
business (not understanding these roles clearly can impact future success or failure.)
Result: A new understanding that a business owner must move in and out of these roles as
they grow and develop their business. Failure to do so will jeopardize any significant growth.

Exploratory Questions: Suggested Responses:

Do you see yourself more comfortable in the The technician is the doer; producing the daily
role of a technician, a manager, or an results (delivers the product or service) inside
entrepreneur? Why? the business.

The manager is the planner; creating the

systems and process by which the business
delivers its product or service.

The entrepreneur is the dreamer; creating the

vision for the future. They focus on the
expansion and creating value (owner’s equity).

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How can you leverage the understanding of
the three different mindsets to achieve
balance and success in your business?
For example, a “technician-run business” ends
up being dependent on the owner because
they start and continue to do all of the technical
work of the business, which keeps them from
being able to grow beyond a certain point.
By contrast, an “entrepreneurial-run business”
could be losing clients because they are so
focused on the changing marketplace or
creating new innovations within their business.
It becomes essential for a business owner to
find the balanced mindset of all three
perspectives so the entrepreneur’s innovative
ideas and business services can be carried out
through the use of defined systems and
mentoring people to manage the operations to
fulfill on the daily and technical work of the
business.
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Chapter 2: The Solution

The E-Myth Point of View: Five Core Principles

Purpose: Introduces E-Myth’s Five Core Principles which provides business owners with an
entrepreneurial leadership perspective.
Result: If a business owner embraces these principles, and begins to live their life and
operate their business from them, they will begin to experience business ownership in a new
and more fulfilling way.

Exploratory Questions: Suggested Responses:

Which of the principles did you relate to or (Personal Response)

find most interesting? Why?
1) Life
(See below to explore each principle in more 2) Leadership
depth) 3) Working On it, Not In it
4) Systemization
5) Business Development

Why are the Five Core Principles important
to achieving business success and fulfillment
as an owner?
Embracing these principles will shift the
mindset of a “technician business owner” to the
mindset of an entrepreneur.
They remind and guide you to think differently
about how to build a business that works and
how they lead it more effectively.
“How you think about business is how you end
up doing business” is a core part of the E-Myth
solution.

How can you practice the Five Core If you continue on and take the Embark Live
Principles each day? program you will be using all of these principles
to successfully and strategically work ON your
business.

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The principle of LIFE
Exploratory Questions:
Why did you start your business?
Does it support your life in every way
possible?
Do you ever feel like you bought yourself a
job?
What changes would you need to make so
that your business supports your life 100%?
In order for this to happen, what is the first
thing you would have to do?
Suggested Responses:
Did you want more time…more money… more
freedom? A business should be a vehicle for
more life. It should:
ƒ Enable you, the owner, to take vacations,
pursue hobbies and spend time with family
and friends.
ƒ Provide the financial rewards you are
looking for.
ƒ Support choices for your future.
This is true for many small business owners.
Because they still do most of the technical
work, the business is set up to be dependent
on them. They can’t even the business or it will
not function.
Or for many, because there are no systems,
others rely on them always being there to
answers questions or provide daily supervision.
Therefore, employees aren’t fully empowered,
trained and mentored to run the systems.
(Personal Response)
Common responses are:
ƒ I would have to delegate more of the work I
currently do.
ƒ I have to give up control and trust my
people.
ƒ I need to develop systems so my business
runs without me and my employees can
deliver consistent results to our customers.
ƒ I need to develop others to manage and
supervise in my absence.
You must start working ON your business (not
just IN it)
One way to start working ON your business is
to do the Embark Live program. It guides you
through a holistic business development
system organized around E-Myth’s Seven
Centers of Management Attention.
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The principle of LEADERSHIP
Exploratory Questions:
After going through Essentials, do you think
about leadership differently?
Do you have a vision for you business?
The principle of WORKING ON IT, NOT IN IT.
Exploratory Questions:
Have you thought about the difference
between working IN a business and working
ON a business before?
How does this idea affect how you approach
your business?
Did you use the Time Log Worksheet to
assess how you’re spending your time?
What did you discover?
Suggested Responses:
Most small business owners don’t see
themselves as leaders.
Since many are still fulfilling a technical role in
the business, they haven’t had the opportunity
to fully develop leadership and entrepreneurial
management skills.
It is essential for a leader to have a clear vision
of where the business is going – how the
business will look, act and feel at some point in
the future.
That vision needs to support what you want in
life – how you want to live.
A clear vision also provides your employees
with purpose and enthusiasm.
Suggested Responses:
The entrepreneur sees the business as the
product -- they go to work ON the business, not
in it.
Working ON it, means spending the majority of
your time doing strategic work – creating a
“turn-key operation” that delivers a consistent,
experience for your customers and a verifiable
result (profitability) for you, the owner.
This principle also keeps you focused on the
end game so you create a business that has
value -- something you expand and then sell to
others or pass on to a family member.
(Personal Responses)
Doing mostly “tactical work”
That you need to delegate more?
How much time is wasted being interrupted?
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Did you complete the Results Listing
Worksheet?
What work you can delegate that will make
more time for doing the strategic work?
The principle of SYSTEMIZATION
Exploratory Questions:
What happens to your business if it’s people
dependent?
How does systemization take away the fear
of losing a key employee?
Do you find that it is difficult giving your
customers a consistent experience?
(Personal Responses)
Suggested Responses:
Many small business owners live in fear of
losing a key employee because the business
can’t run without that person (they carry the
system of how to do the work in their head.)
In order to grow and expand a business
successfully, it can not be people-dependent.
If you have your systems written down
(documented) then you can easily train others
to do that work. For owners, they can begin to
delegate work to others.
This is the other important reason for systems.
The only way to provide a consistent customer
experience is to build the system to deliver that
experience. Then you don’t have to worry that
your people will do it differently. Your
employees will be trained on the standard
experience your clients come to expect.
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Key Frustrations Process – Supports Systemization & Strategic Thinking

Exploratory Questions: Suggested Responses:

What is the purpose of the Key Frustrations
Process?
To help people learn to think differently about
daily frustrations and problems. To see
frustrations as opportunities.
All problems and frustrations are the result of
missing systems. You automatically ask:
“what system is missing in the business that is
allowing this frustration to occur?”
It is a strategic tool that supports ongoing
systemization and business development.
Most managers think people are the cause of
frustrations and ask, “who caused this
problem?” When you take that approach, you
find workplaces filled with blame, low morale
and high turnover.
This process removes all blame by placing
emphasis on the systems, not people. That
creates a highly productive workplace.

How do you see using this strategic tool in If you use and teach this process to all your
the future? employees, they will be able to engage in
developing the business alongside you.

Did you test out the Key Frustrations (Personal Responses)

Process on any current problems? What
was the result?

“System Action Plans” – Supports Ongoing Systemization

Exploratory Questions: Suggested Responses:

Michael Gerber is famous for saying…
Why should you document your business
”Because if it is not written down, it doesn’t
systems?
exist. “
The true value of having procedures written
down is to be able to show someone (or see for
yourself) how the business produces consistent
results.
And, you won’t be people dependent. When
you go to train new employees or open up a
new location, you have the operations manual
(collection of your documented systems) ready
to use.

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Was learning about the Action Plan
Template helpful?
Did you download and try using the Action
Plan Template Worksheet? What was your
experience?
The principle of BUSINESS DEVELOPMENT
Exploratory Questions:
Did you think of the term “business
development” differently before going
through E-Myth Essentials?
Why do you think ongoing business
development is important?
Having a template (a process and a tool) to
document the systems is essential. It makes it
possible for all managers and employees to
participate and to maintain its operations
manuals.
(Personal Response)
Suggested Responses:
Many people think business development is
like sales and equate it to growing the
business. This happens because the term is
often used by sales departments
Now you see that business development is an
ongoing process that you engage in to
continuously improve the business.
To stay competitive in the marketplace, a
business must continuously innovate.
But you can’t innovate without first quantifying
your current results. Otherwise, how will you
know if a new idea is an improvement and gets
you a better result?
Because your business is systematized, you
continuously orchestrate how the work gets
done. If you innovate and quantify that you get
a better result, then you update your system.
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Seven Centers of Management Attention
Purpose: To provide a business model and strategic management tool that serves as a
roadmap for how to evaluate and develop any business.
Result: Learning how to use this business development model builds confidence, develops
skills for how to successfully manage and develop (systematize) the core business activities
and functions.

Exploratory Questions: Suggested Responses:

How do you see using the Seven Centers of (Personal Response)

Management Attention?
The business model shows you how to view a
business holistically as one system made up of
seven sub-systems.
It shows the dependency and connection of all
centers – the functions, strategy and systems --
on the whole.

How can you use this business development This model provides a roadmap and a
model to evaluate your business? systematic approach to evaluate your business.
You can go center by center and analyze your
current systems and strategies.

It is used to align the functions by defining the

strategy and creating the systems so that they
are supportive of the entire business – knowing
together all of the systems in each center make
up the whole or a turn-key operation.

Leadership – provides the vision, purpose and

direction for the business.

Marketing – identifies who’s the customer,

where they are located and why they buy.
Creates the brand and strategy.

Money – financial strategies and reporting

systems are the lifeblood of the business.

Management – provides your systems strategy

and your people strategy.

Client Fulfillment – is where the product or

service is produced and delivered to your
customer.

Lead Conversion – is your sales strategy and

systems.

Lead Generation – is another word for

advertising and promotion; how to attract
customers to your business.

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What did the Business Assessment show (Personal Response)
you about these centers of your business?

Which centers are the weakest? The Embark Live program takes you through
each of the Seven Centers in detail. It helps
you analyze your business and develop new
strategies and implement missing systems.

Which centers are the strongest? It takes you step-by-step through the E-Myth
business development system. It provides
business owners with a way to improve their
businesses.

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Chapter 3: Leadership

Leadership
Purpose: To introduce the three components of leadership: Vision, Action and Spirit and
remind small business owners that they must be effective leaders.
Results: Examination of personal leadership and a call to develop a vision for their life
(Primary Aim and Personal Objectives) and a vision for their business (Strategic Objective).

Exploratory Questions: Suggested Responses:

(Personal Reponses)
Before going through Essentials, did you
have a vision for your business written
down?

Knowing the definition of leadership now, do
you:
ƒ Feel you are taking actions every day
that are steadily moving you towards
your vision?
ƒ Set an example for others that is positive
and inspiring?
ƒ Have a sense of optimism and the
sufficient energy to lead your people and
your business?
You must have a vision or the purpose of your
business is limited and seems like no more
than a tyranny of routine and busyness.
How you act and respond to things sets the
tone in your business.
Your people will reflect back to you the spirit of
the business. It is your responsibility to infuse
it with inspiring communication and a clear
direction.

Primary Aim
Purpose: To provide a process for discovering your true passion and life’s purpose; writing it
down provides you with ongoing inspiration.
Result: Discovering your Primary Aim will enhance your life by aligning your innermost
desires with your outer actions and choices. It empowers you to live with intention and gives
you a sense of personal fulfillment.

Exploratory Questions: Suggested Responses:

What was your experience of discovering (Personal Response)

your Primary Aim?
Many people find it fascinating, scary and
exhilarating. Others can become frustrated by
feeling like they just can’t seem to put their
finger on it.

Do you feel you uncovered it? If yes…great. How does it feel to read it?
If no…

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What challenges/obstacles/questions did
you face during this process?
Don’t worry. The Primary Aim process can
take some time. It is important to remember
that it is not focused on business, but rather on
you. The most important thing is to make a
commitment to keep looking for your Primary
Aim after the course.

Why does E-Myth start with your Primary
Aim as the first exercise in Leadership?
Knowing what you’re passionate about and the
greater purpose or intention for your life needs
to be supported by your business.
Then you can generate total commitment to
developing your business because it supports
your life and the two are in synch.

Strategic Objective
Purpose: To clearly articulate the client’s vision for the future (Strategic Objective) and how
their business is going to support their life. Their Strategic Objective provides purpose,
motivation and a sense of direction to all employees within the business.

Result: one to two page narrative that describes what the business will be when the vision is
fully realized. It has key elements such as: line of products or services, company growth and
size, markets served and other unique brand characteristics.

Exploratory Questions: Suggested Responses:

(Personal Response)
Were you able to write a Strategic Objective
for your business?

Why does having a document like this Having a clear vision provides direction and
matter? meaning for everyone working in the business.
Seeing how it will grow and develop (having a
clear roadmap) will build confidence by helping
you envision future success.

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Chapter 4: Marketing, Money and Management

Marketing, Money and Management

Purpose: To introduce these centers and explain their purpose and function. These three
centers make up the “essential business disciplines.”
Result: Knowledge to clearly understand the purpose and importance of developing strategies
and systems in these three centers first, knowing they provide the foundation for all the
remaining center of “business activities.”
Remember to also refer back to the Business Assessment.

MARKETING:

Exploratory Questions: Suggested Responses:

Before Essentials, what would you have said (Personal Response)

is the role of marketing in your business?
Most people – even those who have been in
business for years – confuse marketing with
advertising. They talk about their “marketing
programs” and really mean their advertising
programs.

Do you engage in ongoing marketing (Personal Response)

analysis?

Do you have systems in your business that
allow you to capture customer information
regularly?
Most businesses can capture demographic
information easily through the use of databases
that store customer records (zip codes,
purchase history, age, income, etc.).
Gathering psychographic data is more
challenging. This is information of why your
target market buys from you and how they
make decisions about certain products or
services.

Do you have a “positioning strategy” for your
business?
This is critical if you want to help your business
stand out from the competition.
Embark Live has an extensive module on
Marketing. It teaches you all about marketing,
plus you analyze your customers and target
markets, develop a positioning strategy, look at
branding, and create marketing systems for
your business.

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MONEY:
Do you worry about money? In what way?
Do you have good financials systems? Do
you generate and read your reports
regularly?
MANAGEMENT:
What do you think about the E-Myth
approach to management?
Money is always on the mind of every business
owner, but for some, the concern is that they do
not understand their financial picture clearly.
They find money complicated or confusing.
For others, they are worried because they do
understand how to read their financial
statements and the numbers don’t lie. Their
business performance is not where they want it
to be.
Developing a financial system that provides you
with accurate and timely information is critical
to your ability to manage your business and
make good decisions.
The Money module of Embark Live is a
comprehensive program that will provide you
with a complete financial education for running
a business. It will enable you to understand and
build a solid financial management system.
(Personal Response)
Traditionally, management theory and
education has been focused on people. While
certainly important, it is only half of the story.
Yet many managers insist on making it about
people.
If you take this approach you will create a
people-dependent business and that will limit
your future growth and expansion options.
The answer is first you need to develop a
system strategy and then a people strategy.
You develop the systems for how you want the
work done first. Then you look at how to
organize the work effectively and create
positions for people to fulfill the intended result
(work).
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What is meant by developing your business
as if you were to franchise it?
Do you have an updated organizational
chart? What purpose does it serve?
What did you think about creating “Position
Agreements” (versus job descriptions)?
The idea of the “franchise prototype” is having
a business that is systems dependent, not
people dependent. If you are a franchise, you
can’t rely on people otherwise you can’t open
up multiple locations and deliver the same
product or service consistently.
Hiring good people is also important, so after
you have your systems in place, you turn your
attention to who needs to run the systems.
The “org chart” is the best way to show who’s
accountable for what and the overall structure
of the business.
Position Agreements are much more effective
than job descriptions because they tie each
individual to the overall company goals and
vision of the Strategic Objective by writing a
“results statement” versus a “job objective.”
Position Agreements also communicate how
the work should be done. Creating “standards”
is a key part of eliminating people problems.
The center of Management is critical to the
success of your business. Embark Live shows
you how to develop a system and
organizational strategy, create position
agreements and build a hiring system and
more.
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Chapter 5: Client Fulfillment, Lead Conversion and Lead
Generation

Client Fulfillment, Lead Conversion and Lead Generation

Purpose: To illustrate how these three “business activity” centers directly impacts the
customer. Development of systems in each center to create an outstanding customer
experience is essential for business success.
Result: Understand the importance of being customer focused in designing the systems of
these centers. The more you understand the customer and put that knowledge to work in
these areas of your business, the more successful your client will be.
Remember to also refer back to the Business Assessment.

CLIENT FULFILLMENT:

Exploratory Questions: Suggested Responses:

Why is the Client Fulfillment center the
“heart of your business?”
This is where your customers interact directly
with your business – where they receive the
product or service.
What is their experience? Can you describe
your customer promise?

Do you feel that your product strategy and
design fulfill your customer’s needs and
expectations? How do you know?
After they open, many businesses stop
analyzing their products and services looking
for any gaps in what they offer and what their
customers want.
You must keep asking “how can we make our
product or service of greater value to our
customers?” Then if you have created good
fulfillment systems, it is a matter of looking at
the feasibility of innovating.

Have you created reliable fulfillment systems (Personal Response)

for product, delivery and service?
This is an area of your business you can not
leave to chance. Embark Live will show you
exactly how to create those, plus develop a
Quality Management System.

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LEAD CONVERSION:
Did you find yourself thinking differently
about “sales” after reading the Lead
Conversion chapter?
Do get consistent result with your current
sales process?
LEAD GENERATION:
Do you think your lead generation materials
are effective? How do you know?
Does your lead generation materials set a
positive tone and create a good first
impression?
After completing Essentials, do you see the
importance of aligning all of the processes
from these three centers?
In many businesses, so much emphasis is
places on “making sales.” This attitude often
makes the customer invisible and their needs
are forgotten in trying “make a sale.”
If not, then you need to re-think how you see
this important activity.
Embark Live can help you create and
implement a Lead Conversion process that
builds on understanding customer perceptions
and needs (what you learned in Marketing) and
how they make purchase decisions.
This approach creates customers for life and
takes the pressure out of just “making a sale.”
Think like a customer, you can tell the
difference when a business has your best
interest in mind.
If you track both the lead generation “channel”
and the “message” then you will know exactly
what prospects respond to and why.
If you fail to measure both, you may be wasting
a lot of money and attracting the wrong people
to your business (which is why sales can be so
difficult).
You can measure this by the percentage of
responses you get and the number of people
you convert to customers.
The more consistency between all of these
processes, the more customers you will attract
and retain.
If you can get a consumer’s attention (lead
generation), then you convert them easily into a
customer (lead conversion), then you must
fulfill their needs with your product or service
better than the competition. This will create
customers for life (client fulfillment).
(Personal Response)
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Does your business do a good job at that? If you are having problems with lead
generation, then you need to go back to your
marketing center.

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 Chapter 6: Systems Strategy

System Strategy
Purpose: To help business owners understand why it is important to develop a systems
strategy and how to go about designing one for their business.
Result: A set of system diagrams for every center of the business, using the Seven Centers of
Management Attention as the roadmap.
Remember to also refer back to the Business Assessment.

Exploratory Questions: Suggested Response

Why should you create a “systems strategy”
for your business?
If you systemize your business you will:
ƒ Be able to deliver a consistent experience
to your customers and that builds loyalty.
ƒ You won’t be afraid to lose people or won’t
be held hostage by any person in your
business.
ƒ You will gain freedom by creating a
business that is not dependent upon you.
ƒ You will reduce the amount of “people
problems” because your people know how
you want the work done and it’s written
down in operations manuals for future
training or reference.
ƒ Your business will be more valuable. You
can sell it to someone else and show them
how they can get the same results.
ƒ You can choose to expand if you want.

Use the Seven Centers of Management

What the best approach to take to identify
your business systems?
Attention. It provides a framework for you to go
through the core functional areas of your
business and write down the main systems and
related sub-systems.
Embark Live takes you through this process
center by center. It is the best business
development system to guide you in creating a
“turn-key” business.

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 Conclusion: E-Myth Essentials

Essentials Conclusion and Next Steps

Purpose: To discuss next steps and determine what is needed by a client to achieve their
vision as a business owner.

Results: At the end of Essentials, a client has a good foundation and understanding of the E-
Myth philosophy and principles. They should also be excited to dive in and take the next
program to help them work ON their business.

Exploratory Questions: Suggested Responses:

(Personal Response)
How did going through E-Myth Essentials
help you understand your business better?

Embark Live will provide you with a complete

Would you like to be able to continue entrepreneurial education.
working ON your business?
It provides you with a roadmap for how to work
ON your business.

It will show you how to develop every center of

your business for maximum performance and
return.

It will help you create a business that supports

your life.

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