Awakening your Entrepreneurial Spirit


By Dr. John Demartini

There are two elements that are wise to factor into the entrepreneur adventure -you and the people who you want to serve.  The more you fulfill your own values, the more you will endure whatever it takes to succeed. The more you fulfill other peoples’ values, the higher the probability that you will succeed.

So being an entrepreneur involves finding the niche in your life of doing something that you love to do that actually fills a need for other people.  Now, there are all kinds of niches.  If you really care about humanity, you need to be on the lookout for niches in the ecosystem of entrepreneurship.  Niches are places where you see a need that nobody seems to be addressing.  It can be a completely novel thing that has never been thought of before and completely innovative.

An entrepreneur is an innovative individual or an inventive person, either inventive with technology or innovative with ideas or services.  They find a niche that nobody seems to have addressed or they grab a spread that somebody has addressed but that they feel they can do better and in a more efficient way.

So entrepreneurship is an absolutely essential evolutionary component of the economy because it’s constantly creating a predator/prey system for any niche that’s not being addressed.  It’s constantly looking for more effective and efficient ways of filling needs.

The entrepreneur is really a person who cares to fill the needs – and that could be something novel and new or a niche that somebody already has but it is slumbering, inefficient, or outdated.   The entrepreneur has the opportunity to come in and do it more efficiently and at a lesser price.

Richard Branson is known for going out and finding dinosaur companies that overcharge people with a big brand name and charge too much because of the brand name.  He and entrepreneurs like him go in and offer to do the same thing for a third of the price.  Now that’s a niche. It’s not a new niche; it’s an established niche that the entrepreneur is grabbing a market-share in because they know they can beat the price and that they can be more effective and efficient.

Entrepreneurs are dedicated to efficiency and are looking for innovative and inventive approaches to filling niches in the marketplace.  There’s no lack of money, once you find a niche of service.

Now the person who has the biggest vision and cares the most about humanity is going to be looking for the biggest niches; ones that provide services to the most amount of people with the biggest spreads. The real entrepreneur is constantly looking for that.

One of the signs of an entrepreneur is that they are looking for opportunities. Now, if you don’t have a value on building a business, refining a business, or it’s not high on your value system, you won’t see opportunities and grab them.

Every individual lives by a set of values, a set of priorities, things that are more important to least important.  Whatever is most important to them, they want to fulfill the most.

If you go up to somebody and help that person fulfill what’s most important to them, what some call their “dominant buying moment”, you end up with the highest probability of selling.  If it’s low on their values and you try to sell it to them, it won’t mean enough to them.  You have to establish a need before you can offer a service.  If there’s no need and no void, then there’s no sale.

So you need to find their highest value which is their highest void.  Whatever they perceive is missing most becomes their dominant, most important buying void.  If you find that, you have the highest probability of fulfilling it.  If you’re not clear about your values, you’re not clear about what people want in their values and you haven’t established those values.  Becoming an entrepreneur can be very daunting.

You have to care about other individuals and yourself equally.  And the one individual is you and the many individuals are the customers out there.


Dr. John Demartini is a human behavior specialist, educator, author, and the founder of the Demartini Institute.  Visit his website at


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