The Trendsetter

Introduction

When I started my handmade bags and accessories business, I began looking for portable mentors I could bring with me to the park or the library. In the first six months of preparing to open my business, I searched for a business book that made me feel comfortable. When I say comfortable, it means the book needs to tell me realistically what will lie ahead of me and give me sound advice. I had been reading too many business books that only talk about the rewards of business - like making millions - without giving me a warning of the hard work and challenges of owning and operating a business.

Finally, after a long search, I found a book titled “Growing a Business” by Paul Hawken. This book was published in 1987 but the advice can be applied if you start your business today. I consider this book as my mentor because the advice is very direct and to the point. This book also helps me to face the difficulties and challenges of growing my business. Here are the chapters and a brief summary:

Chapter 1: Something you live to do

In this chapter Paul Hawken states with his experiences of how he started his first business and learned about all the classic mistakes a business owner can make. He also states it very clearly what this book is about:

this is a book about growing that business, with all that the term “growing” implies about paying attention to the world around you, learning from others, and changing yourself. It is based first and foremost on the assumption that you have within you the ideas, knowledge, and skills to be a good businessperson in some area. You know more about starting a business than you think you do. And you’ll learn faster than you might think you can.

What he had stated in this chapter is so true and the encouragement is helping me to grow my business.

Chapter 2: Be careful, you may succeed

This chapter describes about owning a business and all the hard work you need to put into it to make sure you will be successful. There are no shortcuts and business tests and reveals your character like no others. This is very true and I did experience how the difficulties and challenges I face while operating my business. This chapter is one of my favorites. There are so many insights in it I will always refer to it whenever I face a stumbling block in growing my business.

Chapter 3: Small, fat and happy

It doesn’t matter if your business is small. According to the author, size is no longer an advantage. If your business is small, it is easier to make decision and change faster. This is one of the advantages of being a small business to being a big business.

Chapter 4: If it’s a good idea, it’s too late

The author explained about how he started his horticulture business in this chapter. It is fascinating and he bootstraps to grow his business. The content is jammed pack with advice on sporting a good ideas and stick with it especially if it confuses your friends. This chapter is also one of my favorite chapters.

Chapter 5: The art of the incremental

In this chapter Paul Hawken will describes about the business element like the business plan. His advice that sticks the most in my head is to write your plan for your business and don’t plan for someone else’s business. I wrote my plan from scratch and not from a standard template or any copy and paste type of plan. This way I understand my business requirements to grow and how I am going to achieve it.

Chapter 6: The company your keep

This chapter elaborates upon the structure of your business whether it is sole proprietor, partnership or corporation.

Chapter 7: Money

Another important chapter every business owner needs to understand. The author advises not to borrow money in the early stage of operating your business, rather start small and grow it slowly. He gave an example of how he grew his business with very little money and grew it slowly. He gives great advice and I followed it when I started my business and still use his advice now while growing my business.

Chapter 8: The lemonade stand

This chapter explained why some businesses fail no matter how hard they try to succeed. The author writes in detail describing what it takes to be successful in business. His advice in this chapter alone had helped me to navigate my business and what I need to do when things don’t go as planned. This chapter alone will help you to understand about being in business and how you can successfully grow it. Chapter 8 is one of my favorites in this book.

Chapter 9: If you meet the Buddha on the road, sell him

This chapter talks about marketing with permission. The author’s advice is to respect your customers and treat them the way you’d want to be treated. I took his advice on this chapter seriously and implemented it in my marketing and my communication to my customers. I got the results exactly as he wrote and all I need to do is to be consistent. As mentioned in chapter 2, operating your business will reveal the real you and when it comes to your customer service, nothing can be further than the truth.

Chapter 10: You are the customer, you are the company

Chapter 10 is an extension of the previous one. The author continues to describe the right way to treat customers. He uses his own customer service as an example to explain how important it is to get it right the first time.

Chapter 11: In good company

This chapter addresses human resource management. The author believes in being fair to employees to make them happy about working for you and for them to treat your company as their own. Paul Hawken manages his employees using a system that encourages feedback. The feedback will then be used to improve the business operation to the highest standard.

Chapter 12: The verger

This last chapter summarizes the entire content of this book. He uses the verger story as an analogy for the importance of the elemental characteristics that are the heart of a successful business. It is very insightful and a lot of wisdom is gained from reading them all.