The Impersonal Dream

This is more difficult than you could ever imagine: trying to come to the place where you don’t matter, and only the customer Stop and focus on that for a moment. See the customer. See him. See her.

The only thing that matters to the entrepreneur is what his or her customer wants. The entrepreneur wants to treat his or her customer better than anyone else. It goes out, not in? That’s exactly where the entrepreneurial focus must go. Out, not in.

Do you see why the invention of a business of your own has nothing to do with what you want? Unless, of course, what you want has only to do with your customer, not with you? That the impersonal dream lives in someone else, and not in you? That the sudden seeing of that, the amazing clarity about that, the excitement that comes from that is where the true entrepreneurial action is? 

Stop now and focus on an impersonal dream. Name one. Then two. Then three. Go for as long as you can, focusing on a customer who needs something he or she can’t get, who wants something no one yet has provided to him or her.

You are right now beginning the true work of the entrepreneur. And to do that work truly, you must stop and focus for as long and as deep as you possibly can. 

Yes, this is where the action is. This is the beginning of a dream that has meaning.