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The Tony Durso Show, March 14, 2023

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The E Myth Revisited with Michael E Gerber

The Tony Durso Show

The E Myth Revisited with Michael E Gerber

He started off framing homes, because he liked working with his hands. He did so well, he became the person that fixed the mistakes that other framers make.

When moving to northern California to set up his own business, his brother-in-law asked him to help him with his Silicon Valley advertising agency clients who were having difficulty in converting leads to sales.

Michael didn't know anything about that, but with a willing heart, he rolled up his sleeves to help. 

Starting off with Bob, who had a high-tech company, and a ton of leads that were created for him, Michael was pushed into something that he wasn't certain about when he started. But the owner of the company, his brother-in-law. told him that he knew that he (Michael) knew more than he thinks he knows. 

And so Michael was pushed into an industry that was totally new, and was put to the task to help a company in an area that was completely foreign to him. 

Humorously, this first client asked Michael what he knew about his business, to which Michael answered, "nothing."

A little disconcerted, he asked him what he knew about his product, to which Michael answered, "less than that." 

Even more unsettled, Bob (the first client) asked, then how can you help me. To which Michael said that the advertising agency owner was certain he (Michael) could help him, so let's find out.  

Here he is, a house-framer, and thrust into a conversation about something that he believed he didn't have any knowledge about. 

Thus, Michael began asking the business owner questions to find out what he (the owner) knows about. 

And as he went down this path, Michael found that the business owner's answers about his own business were all anecdotal... And he learned that the business owner didn't know anything about business, but he owned one...


Inc. Magazine calls him “the World’s #1 Small Business Guru” — the entrepreneurial and small business thought leader who has impacted the lives of millions of small business owners and hundreds of thousands of companies worldwide for over 40 years.

Michael E. Gerber is the author of the NY Times mega-bestseller, for two consecutive decades, "The E-Myth Revisited" and nine other worldwide best-selling E-Myth books concerning small business entrepreneurship, leadership, and management.

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The Tony Durso Show

The Tony Durso Show
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Tony Durso

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