Advertising
Advertising

The Era of the Unintentional Entrepreneur: An Interview with Kevin Reeth of Outright.com (Part 1)

The Era of the Unintentional Entrepreneur: An Interview with Kevin Reeth of Outright.com (Part 1)

The Era of the Unintentional Entrepreneur

    With a background including successful stints with Yahoo, eGroups, and Intuit, Kevin Reeth was well-prepared to strike out on his own as a co-founder and CEO of the web start-up Outright.com, a free online bookkeeping platform for small businesses and self-employed persons. In today’s economic climate, though, more and more people are finding themselves thrown into entrepreneurship without a background like Reeth’s as their companies fold or downsize leaving them to strike out on their own.

    To help these “unintentional entrepreneurs” get their feet under them, Reeth partnered with Network Solutions to form Unintentional Entrepreneur, a website and organization dedicated to helping newly self-employed workers get off on the right foot as freelancers, consultants, and small business owners. So far, Unintentional Entrepreneur has hosted free seminars in a handful of cities, with more on the way, combining formal presentations with social networking in an effort to provide the information and social environment fledgling entrepreneurs need to start building towards success.

    After I wrote about Outright.com at Freelance Switch and on my own site, The Writer’s Technology Companion, several people at Outright.com contacted me and struck up a conversation, culminating in an offer to interview Reeth about Unintentional Entrepreneur and the challenges – and rewards – facing today’s entrepreneurs, unintentional or otherwise.

    This is part 1 of a three-part series. In this section, Reeth and I discuss entrepreneurship in general. In part 2, we’ll discuss the way that technology is changing the entrepreneurial landscape, and in part 3 what Unintentional Entrepreneur is doing to help first-time self-employed workers. The interview was conducted on July 17, just after their first event in Los Angeles.

    Advertising

    unintentional-entrepreneur-logo

      Dustin Wax (DW): Let’s start with a general question: What is an unintentional entrepreneur?

      Kevin Reeth
        Kevin Reeth (KR):

        An awful lot of our customers are folks who were working in corporate America and had had paying jobs for years and had lost their job last fall or early this year, had been looking for a job, and had gotten to the point where they had to figure out something to do. And now they’re starting to hang out their own shingle to see if they can earn a living that way.

        What’s interesting is, compare them to people who’ve been small business owners or self-employed for many years, who had gotten used to it. People leaving the confines of a corporate job quickly get a pretty significant wake-up call in terms of what it means to work for yourself.

        Advertising

        DW: So you have the wave of people for whom entrepreneurship has become an only option, something that came onto their radar as an option not because of an internal drive to do it but because of the economy.

        KR: Yes, I think that’s exactly right. This may not have been something that they thought about, maybe they never did have that drive, maybe they weren’t maybe wired that way or maybe they’re more risk-averse. But now they have certain practical realities that are forcing them to consider new options, and entrepreneurship is one of the options they’re considering. And so, they may have never done this before and may not understand what it means to operate as a business right now.

        DW: What does it mean?

        KR: The first focus, honestly, needs to be sales. If you don’t have people paying you, nothing else matters. You’re not going to be a very successful business for long.

        Along with that, when you first get started, it’s all about networking. Your initial business is going to come through referrals, friends and family, and coworkers and associates. It’s not going to be through advertising and promotions, and not from fancy marketing stuff. By getting out there and getting connected to people, you will have opportunities present themselves.

        Advertising

        And then where we tend to focus, where Outright focuses is on helping people understand that they need to prioritize their time, that time is going to be their most precious commodity. There’s a lot of stuff you can do dirt cheap or free, but one of the worst things you can do is get bogged down in the details of stuff that really doesn’t matter. Use technology where it can be most effective. Automate the stuff that doesn’t provide value, and doesn’t grow your business. Honestly, the back office stuff, the bookkeeping – we know it’s not sexy. This is not what you want to be spending your time doing. Use the technology available to automate that, so you can be out there, doing sales, servicing existing customers, getting more repeat business, not worrying about where the money is going, whether something is deductable or not, remembering to pay taxes on time.

        DW: You said that the first focus is sales. There’s a skill set involved in sales, though, that very few people have. If you’re an engineering person or computer scientist or whatever, how can you develop or sharpen those sales skills?

        KR: I think that’s actually more daunting than it has to be. People tend to think about it as, “OK, I have to go do sales, I have to sell myself.” And the secret with networking is that, if you go out there and just meet other people, you understand that all of us are in the same boat at the end of the day, all of us need help. It’s all just building relationships.Even at the big enterprise sales level, so much of sales comes down to whether people like each other, whether they get along, and whether they have a relationship. There is a bias in decision-making around purchases that goes beyond just the rational facts. So you don’t have to be the greatest salesperson in the world, you just need to be able to build relationships with people.

        DW: We’ve talked about the challenges facing new entrepreneurs, but what are some of the benefits of being an entrepreneur, especially in today’s economy?

        KR: One, I think it will become one of the most empowering experiences you can ever have. It’s one of those things where it is a personal journey for anybody who tries it. A lot of things are going to go wrong. You’re going to fail at a lot of things. But you’re going to learn an awful lot about yourself. You’re going to find out what you’re capable of, and that’s invaluable.

        Advertising

        Another great thing is that you will extend your network dramatically. You are going to get to meet so many new and interesting people that no matter what the future holds, you’re going to build relationships that are going to last.

        And there’s the education component. You’re going to be forced to learn more in the first three months working for yourself than in years working for someone else. And at the end of it, you will have that knowledge, you will have that experience. It’s going to make you better not only working for yourself but if you ever go back and work for someone else, you’re going to be significantly better at it.

        These are not easy things, they’re not free, awesome things that just happen to you, you have to work for them. But the value you get out of that journey is immense.

        In Part 2 of this series, we’ll discuss some of the ways technology is changing today’s small business and self-employment landscape, and the tools that Reeth recommends for new entrepreneurs. See you then!

        More by this author

        Is Procrastination Bad? The Truth About Procrastination Revealed How to Take Notes Effectively: Powerful Note-Taking Techniques Becoming Self-Taught (The How-To Guide) The Science of Setting Goals (And How It Affects Your Brain) The Importance of Reminders (And How to Make a Reminder That Works)

        Trending in Featured

        1 Is Procrastination Bad? The Truth About Procrastination Revealed 2 12 Rules for Self-Management 3 How to Take Notes Effectively: Powerful Note-Taking Techniques 4 How to Stop Procrastinating: 11 Practical Ways for Procrastinators 5 How to Master the Art of Prioritization

        Read Next

        Advertising
        Advertising
        Advertising

        Last Updated on October 15, 2019

        Is Procrastination Bad? The Truth About Procrastination Revealed

        Is Procrastination Bad? The Truth About Procrastination Revealed

        Procrastination is very literally the opposite of productivity. To produce something is to pull it forward, while to procrastinate is to push it forward — to tomorrow, to next week, or ultimately to never.

        Procrastination fills us with shame — we curse ourselves for our laziness, our inability to focus on the task at hand, our tendency to be easily led into easier and more immediate gratifications. And with good reason: for the most part, time spent procrastinating is time spent not doing things that are, in some way or other, important to us.

        There is a positive side to procrastination, but it’s important not to confuse procrastination at its best with everyday garden-variety procrastination.

        Sometimes — sometimes! — procrastination gives us the time we need to sort through a thorny issue or to generate ideas. In those rare instances, we should embrace procrastination — even as we push it away the rest of the time.

        Why we procrastinate after all

        We procrastinate for a number of reasons, some better than others. One reason we procrastinate is that, while we know what we want to do, we need time to let the ideas “ferment” before we are ready to sit down and put them into action.

        Some might call this “creative faffing”; I call it, following copywriter Ray Del Savio’s lead, “concepting”.[1]

        Whatever you choose to call it, it’s the time spent dreaming up what you want to say or do, weighing ideas in your mind, following false leads and tearing off on mental wild goose chases, and generally thinking things through.

        Advertising

        To the outside observer, concepting looks like… well, like nothing much at all. Maybe you’re leaning back in your chair, feet up, staring at the wall or ceiling, or laying in bed apparently dozing, or looking out over the skyline or feeding pigeons in the park or fiddling with the Japanese vinyl toys that stand watch over your desk.

        If ideas are the lifeblood of your work, you have to make time for concepting, and you have to overcome the sensation— often overpowering in our work-obsessed culture — that faffing, however creative, is not work.

        So, is procrastination bad?

        Yes it is.

        Don’t fool yourself into thinking that you’re “concepting” when in fact you’re just not sure what you’re supposed to be doing.

        Spending an hour staring at the wall while thinking up the perfect tagline for a marketing campaign is creative faffing; staring at the wall for an hour because you don’t know how to come up with a tagline, or don’t know the product you’re marketing well enough to come up with one, is just wasting time.

        Lack of definition is perhaps the biggest friend of your procrastination demons. When we’re not sure what to do — whether because we haven’t planned thoroughly enough, we haven’t specified the scope of what we hope to accomplish in the immediate present, or we lack important information, skills, or resources to get the job done.

        It’s easy to get distracted or to trick ourselves into spinning our wheels doing nothing. It takes our mind off the uncomfortable sensation of failing to make progress on something important.

        Advertising

        The answer to this is in planning and scheduling. Rather than giving yourself an unspecified length of time to perform an unspecified task (“Let’s see, I guess I’ll work on that spreadsheet for a while”) give yourself a limited amount of time to work on a clearly defined task (“Now I’ll enter the figures from last months sales report into the spreadsheet for an hour”).

        Giving yourself a deadline, even an artificial one, helps build a sense of urgency and also offers the promise of time to “screw around” later, once more important things are done.

        For larger projects, planning plays a huge role in whether or not you’ll spend too much time procrastinating to reach the end reasonably quickly.

        A good plan not only lists the steps you have to take to reach the end, but takes into account the resources, knowledge and inputs from other people you’re going to need to perform those steps.

        Instead of futzing around doing nothing because you don’t have last month’s sales report, getting the report should be a step in the project.

        Otherwise, you’ll spend time cooling your heels, justifying your lack of action as necessary: you aren’t wasting time because you want to, but because you have to.

        How bad procrastination can be

        Our mind can often trick us into procrastinating, often to the point that we don’t realize we’re procrastinating at all.

        Advertising

        After all, we have lots and lots of things to do; if we’re working on something, aren’t we being productive – even if the one big thing we need to work on doesn’t get done?

        One way this plays out is that we scan our to-do list, skipping over the big challenging projects in favor of the short, easy projects. At the end of the day, we feel very productive: we’ve crossed twelve things off our list!

        That big project we didn’t work on gets put onto the next day’s list, and when the same thing happens, it gets moved forward again. And again.

        Big tasks often present us with the problem above – we aren’t sure what to do exactly, so we look for other ways to occupy ourselves.

        In many cases too, big tasks aren’t really tasks at all; they’re aggregates of many smaller tasks. If something’s sitting on your list for a long time, each day getting skipped over in favor of more immediately doable tasks, it’s probably not very well thought out.

        You’re actively resisting it because you don’t really know what it is. Try to break it down into a set of small tasks, something more like the tasks you are doing in place of the one big task you aren’t doing.

        More consequences of procrastination can be found in this article:

        Advertising

        8 Dreadful Effects of Procrastination That Can Destroy Your Life

        Procrastination, a technical failure

        Procrastination is, more often than not, a sign of a technical failure, not a moral failure.

        It’s not because we’re bad people that we procrastinate. Most times, procrastination serves as a symptom of something more fundamentally wrong with the tasks we’ve set ourselves.

        It’s important to keep an eye on our procrastinating tendencies, to ask ourselves whenever we notice ourselves pushing things forward what it is about the task we’ve set ourselves that simply isn’t working for us.

        Featured photo credit: chuttersnap via unsplash.com

        Reference

        Read Next