Test Your Entrepreneurial I.Q. 042508454X, 9780425084540

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&

A BERKLEY

BOOK

•

0-425-08454-X

•

($6.50

CANADA) $4.95 U.S. •

great book!... A masterpiece packed with inspiration

nd informati [1LU

WIUQ

nv Derson .,

who wan!

SI

author of flido Qubein's Professional Selling Techniques

Do you have what

it

takes to be in business for yourself?

A Complete Self-scoring Test Discover the strengths and weaknesses of your personality

Evaluate your organizational, marketing, and people skills

Develop your personal action plan Construct your Rate your

own

L.

Hawkins

authors of Time

success

entrepreneurial profile

money management

Kathleen

for

ability

& Peter A. Turla

Management Made Easy

„

MYour

,

Entrepreneunal

Most Berkley Books

are available at special quantity discounts for bulk purchases for sales promotions, premiums, fund raising, or educational use. Special books or book excerpts can also be created to fit specific needs.

For

details, write or

lishing

telephone Special Sales Markets, The Berkley Pub-

Group, 200 Madison Avenue,

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New

York,

New

York, 10016; (212)

„ MYour,, Entrepreneunal

Kathleen

L.

Hawkins

&

Peter A. Turla

®„ BERKLEY BOOKS,

NEW YORK

Contributing Entrepreneurs D.

Brandal (Brandal Design

J.

&

Advertising)

George Coakley (Coakley Hartman,

Don

Inc.)

Dible (Dible Learning Systems, Inc.)

Debbi Fields (Mrs. Fields Chocolate Chippery)

Don Hawkins (Hawkins

Avionics)

Peter Jewett (Professionals Alliance) Patricia

McKeon

(Personal Spectrums)

Howard Morhaim (Morhaim John Renesch (Renesch

Mo

Literary

&

Agency)

Associates)

Siegel (Celestial Seasonings)

Dotrie Walters (Walters International Speakers Bureau)

Donald Week (Love

TEST

A

at First Bite)

YOUR ENTREPRENEURIAL

I.Q.

Berkley Book/published by arrangement with the authors PRINTING HISTORY Berkley trade paperback edition /April 1986 All rights reserved.

©

1986 by Kathleen L. Hawkins and Peter A. Turla. This book may not be reproduced in whole or in part, by mimeograph or any other means, without permission. For information address: The Berkley Publishing Group, 200 Madison Avenue, New York, New York 10016.

Copyright

ISBN: 0-425-08454-X

TM

A BERKLEY BOOK • 757,375 Berkley Books are published by The Berkley Publishing Group, 200 Madison Avenue, New York, New York 10016. The name "BERKLEY" and the stylized "B" with design are trademarks belonging to Berkley Publishing Corporation. PRINTED IN THE UNITED STATES OF AMERICA

DEDICATED TO Enterprising People

ABOUT THE AUTHORS In the true entrepreneurial

spirit,

Management

successful company, the National

As an engineer on

the

of the

He used

skills.

Institute, a consulting firm

is

Peter developed a great variety

when he founded

the National Manageheadquartered in the Dallas/Forth Worth area. He is now one this expertise

most sought-after time-management consultants

Kathleen

own highly

Institute.

NASA Apollo moon-rocket design team,

of practical organizational

ment

Kathleen L. Hawkins and Peter A. Turla run their

a Director of the National

in the world.

Management Institute, and works as a writer and reading

consultant for the company.

She also presents seminars throughout the country. In the businesspeople have benefited from her speed-reading

Kathleen and Peter number

among

last

ten years,

more than 25,000

skills training.

their various clients representatives

from the

education, medicine, business, industry, and government. Their private clients include

fields of

many

of

the Fortune 500 companies.

Co-authors of the popular self-help book, Time Management Made Easy, they also write for many national magazines. Their articles have been translated into several languages and published internationally.

Kathleen L. Hawkins and Peter A. Turla continue to develop exciting,

some

new

training programs,

management, communication skills, project management, and for businesspeople. They also are frequent guests on radio and television programs writing skills across the United States and Canada. During these interviews, which reach about 80 million of

which include

stress

people annually, they share

many

of the popular ideas that they teach in their seminars.

CONTENTS INTRODUCTION CHAPTER ONE

PERSONALITY

1

3

Test

Independence Self-discipline

3 4

Creativity 4 Drive and Desire 5 Risk-taking 5 Confidence 6 Scoring 6 Interpretation and Evaluation

CHAPTER TWO

PEOPLE SKILLS

7

17

Test

Communication and Rapport Leadership and Management Scoring

20

Interpretation

CHAPTER THREE

18 19

and Evaluation

ORGANIZATIONAL SKILLS

21

28

Test

28 Planning and Scheduling 29 Personal Organization 30 Scoring 31 Interpretation and Evaluation 32 Goal-setting

CHAPTER FOUR

MARKETING

38

Test

Product and Pricing 38 Customers 40 Advertising and Promotion

41

Scoring

42

Interpretation

CHAPTER FIVE

MONEY

and Evaluation

43

51

Test

Money Management 51 Attitudes About Money Scoring

53

55

Interpretation

and Evaluation

55

YOUR ENTREPRENEURIAL PROFILE YOUR ENTREPRENEURIAL

LQ.

61

YOUR ACTION PLAN FOR SUCCESS APPENDIX APPENDIX APPENDIX

I:

II:

III:

INDEX

Business Vocabulary Quiz Further Reading

A

67

Great Place to Start 71

69

64

60

62

INTRODUCTION

ENTREPRENEURS Who They

Do

Are and What They

Entrepreneurs by their very natures defy categorization. The entrepreneur

man who

is

the

young

plays music in a shopping mall in Honolulu and sells his music cassettes to

woman in San Francisco who starts her own business as a technical writer, and the teenager in Iowa who goes out early in the mornings to sell her homemade holiday candles. The entrepreneur is the color consultant who works for herself in Palo Alto, the independent insurance salesman in Austin, Texas, and the couple who start shoppers, the

own medical-supply company in Minnesota. people who take a commodity, such as popcorn, their

and

try to parlay

it

Entrepreneurs start their letters,

own

music

take a plastic call

it

doll

into a fortune sell

— or

worms

literary agencies, avionics

hoop and

call it a

call it a

They go

all

ad agencies,

comfortable living.

to widgets,

factories,

from cookies

call

it

They

to cars.

news-

art galleries,

and speakers' bureaus. They

"Hula Hoop," a rock and

and

the self-employed

blue jeans, or exercise equipment,

and computer companies,

a "Slinky," a nondescript glob of stuff

and

tea,

at least, into a

everything from

stores, restaurants,

Entrepreneurs are

call

it

a "Pet," a spring

"Silly Putty," a

and

funny-looking

"Cabbage Patch Kid."

many

into business for themselves for

reasons: to

make money,

to gain

recognition and influence, to give free reign to their boundless creativity, to be their

own

bosses, to prove themselves, to escape from the corporate structure, to contribute some-

thing of value to others.

A

dictionary definition of an entrepreneur

and assumes the that.

Entrepreneurs are alchemists of sorts

of theirs

and transform

80 hours a else.

risk for business ventures."

week

for

it

into

is

"A person who

organizes, operates,

But entrepreneurs are

who

much more

take a particular talent, drive, or

something glorious. They're the people

who

than

dream

often

work

themselves so they don't have to work 40 hours a week for someone

Despite their various ages and talents, regardless of where they

share the

common

denominators of drive and

creativity.

or service, successful entrepreneurs juggle both the

No

live,

the self-employed

matter what their product

dream and the

details, the desire

and the "doing-ness."

Join the There are in excess of 650,000

you have what

it

new

Growing Numbers businesses created yearly.

Maybe you've wondered

takes to be in business for yourself, to have the chance to

from the whims of a boss. Maybe

Sounds good, doesn't blend of

skills to

it?

it's

But

it

time you had

for details, or

your

free

takes a certain kind of personality with the right

succeed. Just being creative

have a good mind

it

become

own hours, to break way for a change.

independently wealthy, to realize your dreams, to set your

if

is

not enough. You need to be creative and

have the motivational

skills to

get the

work (and often

the financing) done through others. Test

instincts

Your Entrepreneurial I.Q. can help you to determine

and personality

traits to

be self-employed. Exactly

neurial I.Q.? Let's find out.

Test Your Entrepreneurial I.Q.

if

you have the necessary

how

high

is

your entrepre-

CHAPTER ONE

PERSONALITY

Today's successful entrepreneurs are a study in contradictions. They

may

hate details,

but they tend to be very organized. They love their independence and freedom, but they

upon teamwork and the loyalty show, but as they become successful, their

recognize that, to a large extent, their success depends

and

efforts of others.

They want

to

run the

businesses in turn become more and more controlled by the managerial teams they have

appointed. They love to

and

roll

yet, eventually, they

up

their sleeves, get involved,

must delegate extensively

and do everything themselves

in order to get everything done.

Consequently, the winning entrepreneurial personality

is

comprised of an intriguing

blend of ingredients. Most successful entrepreneurs have a touch of introspection, a

dash of showmanship, and healthy doses of drive, adaptability, and love of adventure. These ingredients

exist either in

combination within a person or between individuals

who team up as partners in a new enterprise. How many of the winning personality characteristics of entrepreneurs do you Take the following

you

against)

if

you

test start

and discover the

traits

within yourself that can

work

have?

for (or

your own' business.

PERSONALITY TEST Answer

as honestly as

you

can.

Use

a rating of "6" as the

most applicable

to

you

general, and a rating of "0" as the least applicable.

Independence 1.

I

2.

I

3.

I

my own way.

6

5

tend to rebel against authority.

6

©

have a reputation

6

usually

do

things

for

sometimes being stubborn.

©

©

3

2

1

4

3

2

1

4

3

2

1

in

4. 5.

1

6.

1

7.

1

8.

to take the

like

1

6

5

4

2

'

©

©

5

4

3

2

'I

6

5

3

2

'I

©

5

4

3

2

'I

©

5

4

3

2

I

©

5

4

3

2

I

©

4

3

2

I

6

5

©

3

2

1

they involve a great

6

5

€>

3

2

1

takes to finish a project.

6

5

i

2

1

6

©

©

4

3

2

1

6

5

®

3

2

1

6

5

3

2

1

6

©

© 4

3

2

1

6

5

4

3

6

5

©

©

3

2

1

6