Rethink the values, motives and lifestyle of your clients

All entrepreneurs have something in common, in one statement:
“My personality is reflected in my company.” There has been done research on their companies and therefore made much clear reference to the standards, values, motivations, personal preferences, needs and aspirations of these entrepreneurs as regards entrepreneurship, their organization and their way of doing business.

Schermafbeelding 2017-11-06 om 09.58.36The research done by a Dutch firm Motivaction (*), confirmed what we actually already know: The SME does not exist. It is a group of various types of entrepreneurs who are different in entrepreneurship, have different ambitions and they all have their own way of doing business. Even within the same branches, within the same occupations, these differences are clearly visible.

Mentality groups

With this research Motivaction has been able to define six mentality groups within Dutch SMEs, which have been incorporated into a useful model. This Business Locus model makes an alternative and more explanatory segmentation of the SMEs possible, in a way that has been common in the consumer market for years. With the great advantage that we can target groups within SMEs with much more impact.

I personally have no indication that the people I work with internationally differ in types. Holland often functions as a good test market for the rest of Europe. There is however an extensive European research by Motivation. For now, let us focus on this model as I’ve been using it for many years and it simply gets you thinking in a different way about your business. It provides the right focus on how and even more with whom you can build your tribe with.

As no human is the same, neither are two entrepreneurs equal. There is however, one set of characteristics that most have in common.

Independence. The need for (more) autonomy is one of the most important reasons for virtually every entrepreneur. They want to decide what they are doing , do not like to have a boss, take all decisions themselves and have the freedom to determine their working hours. Many entrepreneurs work outside office hours and the dividing line between work and private is often thin.

Strong personality. People who choose entrepreneurship generally have a strong personality. They have the need to do things their own way and to be successful in it. Their personality reflects very clearly in their company and in the way
of doing business. In addition, entrepreneurs often have a greater need to show the world what they can do, than people who are employed.

Variety is the spice in life. Entrepreneurs attach a great importance to variety in their work and personal development. One seeks it mainly within their core business, the other in the versatility of entrepreneurship. They take risks, which are inseparably linked to business. Many entrepreneurs even derive a sense of pride (and sometimes also status) in taking risks. Especially when things go well.

Despite these similarities, entrepreneurs are very different. There are many differences as defined in six types of entrepreneurs. The idea here is to help you identify what type of entrepreneur you are. So you can easily find your types of clients that you resonate with you.

The six types of entrepreneurs summary.


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Hard working no-nonsense entrepreneurs who do what they like and are emotionally strongly connected to their business.

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Self-conscious and self-skilled entrepreneurs who value independence and prove their expertise by delivering quality.


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Driven, intrinsically motivated entrepreneurs who attach great importance to fun and self-development in their work.

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Entrepreneurs with a strong sense of responsibility for company and staff. They like working, but rather not have had the things that come along with it.


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Mostly young entrepreneurs with a large social network who are constantly looking for challenges and opportunities to spread their vision to earn respect and money.

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Mostly older entrepreneurs with a very strong urge for freedom and autonomy, who like to work alone and have no ambitions to grow or renew.


Okay you might say, but how does it help me?

The research and the model gives insight into the different drivers and mentalities of entrepreneurs. This makes it easier for you to understand, approach your potential clients more accurately, more efficiently and effectively.

Whether it’s improving your marketing, content marketing, social marketing, group marketing or what you prefer to do, these types of entrepreneurs or better said people like to be addressed in a certain way.

Do not talk to a solitaire about innovation. Do talk to a hunter how you can help him to show he is the best. Talk to a developer about renewal and self-development. Et cetera. Improve your words and choice of communication platforms. Focus on it.

Here’s one on how to improve your words in a hilarious classical way by BBC One.

Schermafbeelding 2017-11-06 om 09.58.15The better you resonate with your type, the more engagement you will get and the more the emotional experience level with your brand grows. And yes the more success and sales you will get. The basics for a business model that creates abundance.

I give workshops on this in the context of how to build your tribe as a self-employed, freelancer, digital nomad or entrepreneur. Master Move 4 within a business model that creates abundance. Join my newsletter or my tribe with like-minded in the DBAStudio to find out more.





(*) Source: This article is based on the research of Motivaction.





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