Know How: Three Hats
How to keep the entrepreneur, the manager and the worker balanced
By David T. Long
Special to the Worcester Business Journal
The entrepreneur's role is to be the visionary - the person that sets the long term direction: markets to serve, products to offer, etc. In many cases, the owner was the original entrepreneur that conceived the business by satisfying a need in the marketplace with a new and/or better product or service.
The manager's role is to establish and oversee the systems that run the company. Every company needs systems defined by documented, proven methods that lead to repeatable outcomes in all areas: production, sales, customer service or finance. The manager translates the entrepreneurial vision and strategic direction into business processes. It is these business processes that are accomplished by technology, jobs and people. Of course, the manager also oversees the execution of those systems and the people doing the work.
The third role is the worker - the person working within the systems of the company. As an owner, you may not think of yourself as a worker, but most owners do act in this role, often to a large degree. Have you ever delivered a sales presentation to a prospective client? I bet you have. Or, have you ever handled a customer's concern yourself? In these cases, you are working, and, hopefully, following the pre-defined sales and customer service processes.
Strategic Vision
So, there are three roles that every small business owner should play. So what? Well, the "so what?" is that the owner often doesn't think about acting in three distinct roles, and, therefore, tends to favor one role over another because of personal and natural tendencies.
Frequently - and most dangerously - the role of the entrepreneur is ignored.
In ever-changing business markets, no company can remain static very long. Without someone acting as the entrepreneur, keeping a keen eye on customer needs, competitor offerings, and evolving technologies, the business rapidly risks becoming irrelevant. The owner that keeps his "nose to the grindstone" soon will be wondering where his customers have gone. Employees will fully respect the owner that "rolls up his sleeves" and "digs in" to the work. However, those same employees will eventually lose confidence when they see the business adrift with no clear competitive direction.
On the other hand, the owner that sits in the corner office contemplating the future will similarly miss the mark. Being actively engaged with employees and customers allows the owner to act in the manager role - evaluating and redefining, as necessary, the systems within which the employees conduct business.
At the end of the day, it all comes down to balance and a high degree of capability. Truly, the owner that knows when to switch hats, and successfully perform all three roles of entrepreneur, manager, and worker, will achieve success over the long run.
David T. Long is a business coach and co-founder of Strategic Vision Business Development Corp. in Worcester. He can be reached at dlong@stratviz.com or 774-232-6382.
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