FRE                         eC                          hapt E                              erFor people who have always w...
A start up guide for the reluctant, the                     2uncertain, the dreamer that never does.  It’s time to pull yo...
Please feel free to post this                                sampler on your blog or website,                          or ...
CHAPTER 3
S       o you have heard my story – now it is time to start yours.                 5                                      ...
Many of us look forward to retirement as a time when we are able to                 6wake up in the morning and do whateve...
Consciously incompetent                                                 7   Meaning that you think about it consciously, b...
You’re able to drive effectively without needing to consciously                 8    concentrate.                         ...
Limiting Beliefs                                                               9                                          ...
annoyingly, the first thing that you try will, in all probability, not turn    10out how you want. You may choose to perce...
our peers, and often people would sooner run another down than see           11their own lack of gumption revealed.       ...
‘Get out of here. Who wants a recipe from a white Santa Claus?’ the       12restaurant owners shouted, referring to the dr...
and women who had the determination and strength to follow                  13their dreams.                               ...
Limiting beliefs are the self-deprecating words we use when we tell         14ourselves we cannot do things.              ...
I know of two multi millionaires who cannot read or write, and it          15has never held them back. Plenty of people wi...
Taking Away the Safety Net                                                   16                                           ...
You may think you want to make money, but your actions show that           17                                             ...
Do You Want to Change?                                                        18                                          ...
was written on the blackboard. Writing is a powerful tool for focussing      19the mind and fixing on ideas clearly. By wr...
You may say: ‘I want to run my own business because:                        20                                            ...
reading about people who have achieved some of the things I wanted           21to achieve. So I found alternative ways to ...
sell; how they promote themselves; how you found them; which ones           22failed to inspire you causing you to move to...
The Lessons to be Gained from this Chapter                                  23                                            ...
24about the author                                     Jeremy • Harbour Jeremy Harbour has spent 20 years starting-up, buy...
It’s time to grow a pair and just                       25  Like what you’ve read here? Then purchase a copy of  Jeremy Ha...
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GO DO! For People Who Have Always Wanted to Start a Business

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It’s time to pull your finger out, stop procrastinating and make it happen. Jeremy Harbour is here to give us a friendly kick up the arse. Jeremy has been there; he’s experienced failure and success and in GO DO! he maps out the steps any start-up needs to go through and the pitfalls you can expect.
In this book he shares his wisdom, demystifies the process and shows you how to get through those first six months, from formulating a good idea to turning a profit.
Now GO DO!

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GO DO! For People Who Have Always Wanted to Start a Business

  1. 1. FRE eC hapt E erFor people who have always wanted to start a business Jeremy Harbour
  2. 2. A start up guide for the reluctant, the 2uncertain, the dreamer that never does. It’s time to pull your finger out, stop procrastinating and make it happen. Jeremy Harbour is here to give us a friendly kick up the arse. Jeremy has been there; he’s experienced failure and success and in GO DO! he maps out the steps any start-up needs to go through and the pitfalls you can expect. In this book he shares his wisdom, demystifies the process and shows you how to get through those first six months, from formulating a good idea to turning a profit. Now GO DO! available fdom r all goo nd bookshops t a online a available in print and e-book format
  3. 3. Please feel free to post this sampler on your blog or website, or email it to anyone you think would enjoy it! Thank you. Extracted from GO DO! - For People Who Have Always Wanted to Start a Business published in 2012 by Capstone Publishing Ltd. (A Wiley company), The Atrium, Southern Gate, Chichester, West Sussex, PO19 8SQ. UK. Phone +44(0)1243 779777 Copyright © 2012 Jeremy HarbourAll Rights Reserved. No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning or otherwise, except under the terms of the Copyright, Designs and Patents Act 1988 or under the terms of a licence issued by the Copyright Licensing Agency, 90 Tottenham Court Road, London, W1T 4LP, UK, without the permission in writing of the Publisher. Requests to the Publisher should be addressed to the Permissions Department, John Wiley & Sons Ltd, The Atrium, Southern Gate, Chichester, West Sussex, PO19 8SQ, England, or emailed to permreq@wiley.co.uk.
  4. 4. CHAPTER 3
  5. 5. S o you have heard my story – now it is time to start yours. 5 Jeremy • Harbour I was lucky enough to have an upbringing that showed me thatI could more or less do as I liked and it would all be okay.My father has many expressions, but an apt one at this point is: “They’llnever let you starve”.What it means is: What is the worst that can happen? What can gowrong if you start doing something for yourself and it doesn’t work?It certainly won’t kill you, it will definitely change your life one way oranother, and it could just catapult you into fabulous wealth. For mostpeople it will be their best chance of making a decent amountof money.I really believe that the only way you are ever truly likely to make acomfortable living is to take control of your own destiny by starting asuccessful business.Of course, everybody has their own ideas about what is a ‘comfortableliving’. My idea of this is to be in a position where I make enoughmoney to be financially secure for the rest of my life.
  6. 6. Many of us look forward to retirement as a time when we are able to 6wake up in the morning and do whatever we want. It’s an appealing Jeremy • Harbourdefinition, so little wonder we look forward to it so much. But whathappens if we turn the phrase around? In other words, if every dayyou wake up and do exactly whatever you want, are you alreadyretired? I think it is important to look at life’s journey in these termsand to get away from the idea that you work your whole life anddefer your enjoyment until old age and the conventional definition ofretirement. You need to ensure that what happens in your daily life isspecial, important, memorable and fulfilling – and not just a process offilling in time until you finally get to enjoy the fruits of your labour. Thenumber of people who spend all day, every day, in an office looking atFacebook and doing a bit of work is truly frightening.In NLP (Neuro-Linguistic Programming) there is an expression for oneof the levels of learning. It is called ‘unconscious competence’.The idea is that when you start a new process, like driving a car, youstart out as:
  7. 7. Consciously incompetent 7 Meaning that you think about it consciously, but you are Jeremy • Harbour incompetent – so, not very good at it but expending effort and trying to improve.You then become: Consciously competent By this stage you’re a driver. You’re fully qualified, you know how to drive, and when you concentrate you can do all of the necessary parts of the process competently.Finally, when you get really good and well practised you become: Unconsciously competent Meaning you can perform the task or process in pretty much auto pilot. It means you have done it so many times that it becomes second nature and you can effectively switch off and just perform the task. To use the driving analogy, you may be midway through a long journey and suddenly notice that you have come quite a long way along the route, so far that you don’t remember every part of the journey or each junction you missed on the motorway.
  8. 8. You’re able to drive effectively without needing to consciously 8 concentrate. Jeremy • HarbourI have a belief that you can become unconsciously competent at life– you do the same thing every day, same journey to work and samejob, and as such you get really good at it. Then, because you’re onautopilot, you find that you have missed a bunch of junctions. Onlythese junctions are not on the M25, they are the years you have onthis planet and you discover that life is flying past you while youcompetently, but unconsciously, whizz through your time on this earth.So please stop – and shake it up. Consider the journey you’reundertaking and the alternatives in front of you. Time passes a lotfaster when you’re in a state of unconscious competence. It’s time tolearn some new tricks, push yourself onward and put some learningback into your life. You’ll find that, all of a sudden, you’re noticingthings more, taking more opportunities and actively participating inyour life, rather than being an effective passenger. Your life will literallylast longer as a result.
  9. 9. Limiting Beliefs 9 Jeremy • HarbourThe biggest single barrier most people have is their own set of limitingbeliefs – a suspicion or a conviction that they are not good enough orsmart enough or brave enough. We are all plagued with doubts andinsecurities about our capabilities. We will never find out just what wecan do until we give it a go, but because of our limiting beliefs we’rereluctant to try.When you are a child you believe anything is possible. That’s why youlearn to walk and talk, and why you have a burning desire to progress.As a child, you also have absolutely no experience of failure to fallback on. But as you get older you are influenced by school, societyand family and encouraged to believe that life is a struggle and thatsome things are simply not possible.How Do You Break This Down?To do so you must first start believing in yourself, in your capacityto take on a new challenge and to succeed against the odds. Now,
  10. 10. annoyingly, the first thing that you try will, in all probability, not turn 10out how you want. You may choose to perceive that as a failure, but I Jeremy • Harbourreally hope by the end of this book you realise that the real failure isnot failing in pursuit of something worthwhile, but failing to do andfailing to try. The lessons you will learn along the way may be hard,and they may hurt, but you should wear a smile safe in the knowledgethat you are really living. And if you are humble and show humilitythen you will not have set huge expectations with friends and family;your pedestal will not be so high as to make the fall painful.Start off being positive about what you intend on doing and most of alldon’t listen to the negative advice that you are almost certain to hearfrom others. Unless they have great experience in the area you arelooking to work in, their advice may not be useful anyway.Do you remember the Oscar Wilde quote from earlier, ‘it is not enoughto succeed in life; one must see one’s friends fail’? Well, unfortunately,this means that even your closest loved ones may be discouraging, notalways because they think you can’t do it, but often because they areworried that you can – and your success would expose their own lackof ambition and bravery. It is human nature to compare ourselves to
  11. 11. our peers, and often people would sooner run another down than see 11their own lack of gumption revealed. Jeremy • HarbourPeople often say how lucky I am – and I am lucky – but I chose mylife, I made my luck, and I firmly believe that all other adults can makesimilar choices and experience similar success, and must not blameothers if they don’t take that first step. ‘So many other people have strived through adversity that it will embarrass you’ Colonel Sanders of KFCWhen Colonel Sanders was 65 years old he received his first socialsecurity cheque of $99. He was broke. His only asset was a secretchicken recipe.He left his home in Kentucky and travelled to the many states in the USto try to sell this recipe. He offered his secret chicken recipe to manyrestaurants for free; all he wanted in return was a small percentage ofthe sales. However, he was shown the door by most of the numerousrestaurants he called on.
  12. 12. ‘Get out of here. Who wants a recipe from a white Santa Claus?’ the 12restaurant owners shouted, referring to the dress code Sanders Jeremy • Harbouradopted: a white shirt and white trousers. Over 1000 restaurantsrejected his offer. How many of you would have quit after making oneor two unsuccessful sales calls?On his 1009th sales visit, one restaurant finally accepted his offer.Today, Kentucky Fried Chicken outlets and fatherly Colonel Sandersstatues are found all over the world.Colonel Sanders succeeded against the odds because he nurtureda positive belief in himself and in the secret recipe that he haddeveloped. He refused to be intimidated and he was not prepared toaccept defeat for his idea.The Kentucky Fried Chicken story is just one example of how oneperson’s desire to succeed consumed him. Surely there were manywho watched his efforts and despaired, assuming that he would neverfind a buyer for his recipe. But his perseverance paid off, and in thebusiness world there are thousands of other stories about men
  13. 13. and women who had the determination and strength to follow 13their dreams. Jeremy • HarbourYou Need to Have ResilienceSearch the web or go to the library and research other businesses thathave become extremely successful. You’ll find that the majority willhave been started by an individual, who, like you, wanted more fromlife than a nine-to-five existence.James Dyson provides another great example. Dyson completelyreinvented the vacuum cleaner, a revolutionary bit of design that wasonly the first of numerous incredible successes. However, Dyson hadto overcome all kinds of adversity before his success was realised.His book Against the Odds should be one of the first books on yourreading list when you have finished this one.What these people are telling us, if you read between the lines of theirremarkable stories, is that they are not prepared to take ‘no’ foran answer.
  14. 14. Limiting beliefs are the self-deprecating words we use when we tell 14ourselves we cannot do things. Jeremy • Harbour ‘I can’t swim’ ‘I can’t speak French’ ‘I can’t just start my own business’There is one short answer to this: If other people can, why can’t you?It really is as simple as that. You are no different, no luckier or lesslucky, no less intelligent. In fact many people without education oftenstart businesses because they are tired of being rejected for sensibleemployment. For all that an education is hugely worthwhile, havingan examination pass certificate only really proves that you have theability to put down on paper what the examination adjudicators wantyou to say. Just as having qualifications is absolutely no guarantor ofsuccess, having no formal qualifications cannot be used as a validreason for not doing what you want to – but it is frequently used asan excuse for procrastinating. If you really want to be successful thenyou must accept that formal qualifications and established knowledgebases do not ‘maketh the man’ and force yourself to do something andlearn something new in order to generate the life you want.
  15. 15. I know of two multi millionaires who cannot read or write, and it 15has never held them back. Plenty of people with dyslexia and those Jeremy • Harbourexcluded from school are often found in the ranks of the rich andfamous. There is no link other than the fact that they had to findanother path to make their way in life.Throughout history, religious or ethnic minorities have beendiscriminated against in the workplace but this hasn’t prevented themfrom going out and starting their own businesses. Prime examples ofthis are The Quakers who have become successful business owners.Sometimes, in fact, the more you stay in education the more youare encouraged to conform to what society wants, because thepeople teaching you, for all their knowledge, are amongst the leastentrepreneurial people in the world. They are merely another exampleof the fact that we must question the lessons we are taught, the advicewe are given and the assumptions that we hold. Limiting beliefs serveno useful purpose and do nothing but hold us back. What are yourlimiting beliefs? Don’t you think it might be time to overcome them?
  16. 16. Taking Away the Safety Net 16 Jeremy • HarbourHave you ever thought that if there wasn’t a safety net and you were atightrope walker, you’d probably get quite good at what you were doingpretty quickly? The fear of falling would certainly focus the mind!Well, you need to get rid of the safety net in life too. There is nothinglike needing the money, or needing to prove yourself to those whodoubted you, to help you find a way. The key is to harness thatnecessity and transform it into desire, use it positively rather thannegatively. If you respond in the wrong way you will become thepanicky desperate rabbit that gets caught in the headlights. If yourespond the way I want you to, you’ll learn fast and succeed beforeyou know it.In Napoleon Hill’s famous book Think and Grow Rich he talks abouthaving a burning desire. Without such a desire you cannot have themindset to achieve the things that are foremost in your list of wants.You may think you know what your burning desire is, but it is oftendifferent. Your desires are manifested by your actions, so what you do,say and how you act defines your desire.
  17. 17. You may think you want to make money, but your actions show that 17 Jeremy • Harbouryou put watching football or television first. You may nurture a desireto shed some extra pounds or to become physically fitter, but the factthat you merely talk about it rather than attending the gym testifiesto the fact that you’re content to allow your waistline to continueexpanding. Despite our best intentions, our actions betray ourunconscious minds, and the gym scenario, for example, is exactly whyso many people join but never get beyond their first few visits.These actions are the response of your unconscious. Your consciousmind thinks you want to start a business, but your unconsciouspsyche thinks you should choose the path of least resistance. Yourconscious mind knows you need to devote some time to planningyour business when you get home from work, but your unconsciouspsyche craves that bottle of wine or early night. There is nothingwrong with either of those cravings, but neither will make you rich. Aninability to exert discipline on your unconscious psyche is perfectlyunderstandable and something we all struggle with at one point oranother. Therefore, you have to train your mind in order to enable yourconscious thoughts to begin to take the upper hand.
  18. 18. Do You Want to Change? 18 Jeremy • HarbourI run lots of businesses and I am involved in lots of things all the time.Staying focused on the things I need to do in order to take me to thenext stage of my business development can be tricky. So, I do certainthings in order to make things happen in the way that I want themto. I am going to let you in on a little trick that can really help you inachieving a goal.Get a big bit of paper and a pen. Write the following at the top. I want to start a business because . . . . . (you can use this for any goal of course)Now write 200 reasons and do not stop until you have finished.Sounds silly? Well, so is wanting to start a business and not beingwilling to get started on it, so bear with me – there is method in mymadness. What my little exercise does is to really engage your brainby forcing you to take a moment to write things down. How did youlearn when you were at school? You learnt by writing things down.You wrote down what the teacher had told you and you copied what
  19. 19. was written on the blackboard. Writing is a powerful tool for focussing 19the mind and fixing on ideas clearly. By writing so many reasons for Jeremy • Harbourwanting to start your business, you will exhaust your conscious mind,but there is no need to worry, because this in turn will cause yourunconscious mind to become activated.As a result your unconscious side will now begin to develop a morepro-active approach towards your desire to become successful.You are forcing the negative side of your mind to think of more andmore reasons for getting your business started immediately, in directcontradiction to its previous instinct, which told you to procrastinate.You will start to realise that the favourable points are being reinforcedas you effectively repeat the questions over and over again. ‘Repetition is the mother of learning’ (Repeticio est mater studiorum) St ThomasWhen writing down your list of reasons it does not matter how sillyor random the reasons are, or even how similar they may be, becausethey will all have relevance.
  20. 20. You may say: ‘I want to run my own business because: 20 Jeremy • Harbour ‘I want money to visit Australia’ Then you may add later: ‘I want to go to Sydney’ ‘I want to go to Perth’ ‘I want to watch the Melbourne Grand Prix’ and so on.It really doesn’t matter as long as you just get your brain reallythinking about what you want and start luring your unconscious tojoin in and begin to support, rather than undermine, your desires.It may sound tedious and silly, but believe me it is a very powerful andsimple way of changing your mindset and putting you on the pathto achieving your goals. It provides you with the means to learn anddevelop constantly.Learning must never be underestimated – a pound invested in yourhead is worth ten in your pocket. I left school when I was 15 becausea standard education didn’t meet my needs – I made the decisionthat further education could not offer me greater benefits than theexperience of learning for myself, something I would do by followingmy instincts, making some real life mistakes, travelling the world and
  21. 21. reading about people who have achieved some of the things I wanted 21to achieve. So I found alternative ways to learn and, even if you don’t Jeremy • Harbourshare my views about conventional education, you can continue toexpand your horizons and follow my path.There is no shortage of insightful information at your fingertips. Overthe years I have read hundreds of books, attended training courses,seminars and keynote speaker presentations, and learned a lot alongthe way.Just look at what is out there:Books – ‘How to’ books on your field of business; biographies ofsuccessful people, or other great figures in history. Switch yourreading habits to relevant reading.Magazines – Your industry magazine is a must and there are a lot ofgood business titles out there too. When you are relaxing you’ll gain farmore by reading something like this than by vegetating in front of thetelevision.The internet – Research your competitors; research other businessesin different fields which target the same customers; learn how they
  22. 22. sell; how they promote themselves; how you found them; which ones 22failed to inspire you causing you to move to another website; which Jeremy • Harboursite you stopped to read. When you have done this, stop and considerwhy you stopped to read some and why you skipped past others.Seminars and training – Most training organisations and personaldevelopment speakers offer very cost effective, or even free, seminars,so they can give you a taste of what they do and potentially sell yousomething more. These are great value and if the bigger picture isrelevant it is well worth considering the investment.Meeting people – You need to be open in life if you are going to makeyour own journey. So network like crazy. The more you listen, the moreyou learn: appreciate that everybody has a story; some will be a wasteof time others will be pure gold. Get out there and learn from everyone.Be a student of the world.
  23. 23. The Lessons to be Gained from this Chapter 23 Jeremy • Harbour Believe in yourself. Have resilience and never take no for an answer. Do not allow a lack of formal qualifications to stand in your path. Take away your safety net and learn to make your own way in life. Train your subconscious mind to act positively. Engage your brain by writing down your 200 reasons for wanting to start your own business. Learn as much as you can from the ‘University of Life’ by reading, listening and seeing what other entrepreneurs have managed to achieve.
  24. 24. 24about the author Jeremy • Harbour Jeremy Harbour has spent 20 years starting-up, buying and selling SME companies in the UK. He was the runner up Coutts Entrepreneur of the Year 3 times, has written for Men’s Health and appeared on the Money Channel. He has mentored for the Prince’s Trust and been featured in the Telegraph, Sunday Times and Financial Times. He founded the Harbour Club in 2009 to provide training in acquiring and selling businesses. jeremyharbour.com
  25. 25. It’s time to grow a pair and just 25 Like what you’ve read here? Then purchase a copy of Jeremy Harbour’s GO DO! GO DO! explains: How to come up with your killer idea Exactly how much money you need to start a business Where to start when planning your business What happens if you go bust Exactly what steps to take in your first 90 days’ available fdom r all goo nd bookshops t a online a available in print and e-book format

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