This 40-page document contains lessons for entrepreneurs organized by topic. It advises entrepreneurs to pursue their dreams and big ideas rather than distractions, focus on execution over ideas alone, care deeply about customers, remember that small details matter, ensure their business reflects their personal values, and above all find joy in the work. The entrepreneur's role should be whatever makes them happiest. A brief passage defines entrepreneurship as a passion and mission rather than just a job.

1. Anything you want
40 Lessons for a New Kind of Entrepreneur
By Derek Siver
Ed. The Domino Project, 2011

2. "I’m a student, not a guru"
 « Most people don’t know why they’re doing what they’re doing. They imitate others, go with the
flow, and follow paths without making their own. They spend decades in pursuit of something that
someone convinced them they should want, whitout realizing that it won’t make them happy. »
 « Don’t be on your deathbed someday, having squandered your one chance at life, full of regret
because you pursue little distractions instead of big dreams. You need to know your personal
philosophy of what makes you happy and what’s worth doing. »

3. No "yes". Either "Hell Yeah !" or "no"
 « Ideas are worth nothing unless they are executed. The are just a multiplier. Execution is worth
millions. »
 Explanation :
Awfull idea = -1
So-so idea = 1
Good idea = 5
Great idea = 15
Brilliant idea = 20
No execution = $ 1
Weak execution = $ 1000
So-so execution = $ 10 000
Good execution = $ 100 000
Great execution = $ 1 000 000
Brilliant execution = $ 10 000 000
 « To make a business, you need to multiply the two components. »

4. The will to die for your customers
 « A business is started to solve a problem. But if the problem was truly solved, that business
would no longer be needed ! Your company should be willing to die for your customers. »
 « Care about your customers more than about yourself. And you’ll do well ! »

5. « We want to give to those who give »
 « If you set up your business like you don’t need the money, people are happier to pay you. »
 « When someone’s doing something for the money, people can sense it, like a desperate lover. It’s
a turnoff. When someone’s doing something for love, being generous instead of stingy, trusting
instead of fearful, it triggers this law : we want to give to those who give. »

6. « Little things make all the difference »
 « Don’t punish everyone for one person’s mistake. »
 « Even if you want to be big someday, remember that you never need to act like a big boring
Company. »
 « Never promise a customer that you could do something that is beyond your full control. »

7. « To BE is the real point »
 « In the end, it’s about what you want to be, not what you want to have. »
 « To have something (a finished recording, a business or millions of dollars) is the means, not the
end. To be something (a good singer, a skilled entrepreneur or just plain happy) is the real point. »

8. Don’t forget what makes you really happy !
 « Trust, but verify. Delegate, but don’t abdicate. »
 « Delegate or die : being a good manager means that you have to make yourself unnecessesary to
the running of your company. Because your team is running the business, you are free to actually
improve the business ! »
 « There is a big difference between being self-employed and being a business owner. Being self-
employed feels like freedom untill you realize that if you take time off, your business crumbles. To
be a true business owner, make sure you could leave for a year and when you came back, your
business would be doing better than when you left. »
 « Never forget that you can make your role anything you want it to be. Anything you hate to do,
someone else loves. So find that person and let him do it. Make sure you know what makes you
happy, and don’t forget it. »

9. « A business is a reflection of the creator »
 « Business is as creative as the fine arts. You can be as unconventional, unique and quirky as you
want. A business is a reflection of the creator :
- Some people want to be billionnaires with thousands of employees. Some people want to work
alone.
- Some want as much profit as possible. Some want as little profit as possible.
- Some want to be in Silicon Valley with Fortune 500 customers. Some want to be anonymous.
No matter which goal you choose, there will be lots of people telling you you’re wrong. Just pay
close attention to what excites you and what drains you. Pay close attention to when you’re being
the real you and when you’re trying to impress an invisible jury. »
 « Even if what you’re doing is slowing the growth of your business – if it makes you happy, that’s
OK. It’s your choice to remain small. Whatever you make, it’s your creation, so make it your
personal dream come true. »

10. What is it to be an entrepreneur ?

11. ©Photo : D. Sharon Pruitt

12. « It’s the only way, a passion & a mission, not a job ! »
« What is it to be an entrepreneur ? It’s to be stuck in a sand pit of your own devising, held
immobile by tiny rocks and enjoying every moment of it.
People see what they choose to see when they look at this photo, just as the way we see the life
of the entrepreneur is a bit of a Rorschach test. For some, it’s a trap. For others, it’s the only way,
a passion and a mission, not a job.
We hope that day soon you’ll feel the same joy this little boy does, because that’s what it feels like
to pursue the thing you want, to do ot with certainty and excitement. »
©Photo : D. Sharon Pruitt

13. Contact
Tel. + 33 (0) 450 275 349
Cell. + 33 (0) 675 705 859
info@switchconsulting.fr
www.switchconsulting.fr
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