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Flashcards in Understanding Your Paradigm Deck (16)
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A change in how we fundamentally see a situation.

Paradigm Shift


  • The technician personality
  • The manager personality
  • The entreprenuer personality

Three Paradigms by Michael Gerber (Personalities)


A successful business owner needs a balance of:

All Three Personalities


A personality that focuses on already developed technical skill, wants to be left alone to get the job done, and is primarily concerned about the present.

Technician Personality


  • Usually a steady worker, experienced in doing what she knows best.
  • Dislikes managing
  • Lives in the moment without thinking of the future.
  • Starting a business may be a dream come true or a nightmare at the same time.
  • The thought of no longer being managed and having total control over what gets done is exciting.
  • The need to be organized and think strategically is daunting.

Characteristics of Technician Personality


  • Paternalistic (he or she guides the business much as he or she might guide family members)
  • Reluctant to delegate authority
  • Defining marketing strategy in terms of the traditional components of price, quality, and company reputation.
  • Focusing on sales efforts that are primarily personal.
  • Short-term thinking, with little planning for future growth or change.

A Technician's Approach to Business Decision Making can be Characterized this way.


  • Thinks short-term
  • Is paternalistic
  • Uses only traditional marketing strategies
  • Is reluctant to delegate
  • Relies on personal selling

In Short, a Technician Personality:


If you understand the technical work of a business, you understand the business that does that technical work.

Fatal Assumption the Technician is Prone to Make. These are actually two completely different things.


A personality that is pragmatic and likes order and planning operations.

Manager Personality


  • Avoid paternalism
  • Delegate authority as necessary for growth
  • Employ diverse marketing strategies 
  • Use different types of sales efforts
  • Obtain original financing from more than two sources.

A Mananger Personality Tends to do the Following:


To prepare the business for growth by educating herself or himself sufficiently, in order to ensure that the company's foundation and structure can carry the additional weight.

A Mananger's Job


Defined by how many technicians she or he can supervise effectively or how many subordinates she or he can organize into a productive effort.

The Mananger's Boundary


A personality that focuses on the business as a whole and providing results for the customer.

Entreprenuer Personality


  • Takes an idea and turns it into opportunity
  • Does not look at the work that a business does
  • Examines how the business does and what it is indended to do.
  • Able to see the big picture and develop strategies that will help the venture flourish.
  • This personality needs to be harnessed effectively or it will wreak havoc by trying to pull the business in many directions at the same time.

Characteristics of the Entreprenuer


  • Ask how the business must work
  • Sees the business as a system for producing outside results for the customer, and in doing so, producing profits.
  • Start with a picture of a well-defined future and then attempt to change the present to match the vision. (Visualizes the future)
  • Develop strategies for the business by first seeing the whole picture.

The Entreprenuerial Personality Tends to do the Following:


Looks at the business as a product. In this way, the business is tailored to meet the needs of the customer and not the needs of the business owner. (As is the case with the _______ - founded business).