The E-Myth Revisited

The E-Myth Revisited presents Michael E. Gerber's argument that the common "entrepreneurial myth"—the belief that people who start businesses are automatically entrepreneurs—often dooms small businesses. Gerber, a small business consultant and author, explains how assumptions, expectations, and technical expertise can interfere with actually running a successful business. Gerber walks through the life of a business from entrepreneurial infancy through adolescent growing pains to a mature entrepreneurial perspective. He shows how to apply lessons of franchising to any business and emphasizes the vital distinction between working on your business and working in your business.