'Birthing the Elephant' explores entrepreneurial mindset

While there were multiple choices of businesswomen-focused books to review for this issue of In Focus: Women in Business, it was difficult to move past the unusual title of this one.

Many women likely can identify with the challenges of birthing in general, and probably most would agree that the idea of birthing an elephant seems, well, impossible.

Turns out, this book by Karin Arbarbanel and Bruce Freeman is aptly named, as the authors waste no time establishing that this book isn't like others aimed at budding entrepreneurs.

There's no talk of business plans or advice on how to talk to bankers. What it is meant to be, they say, is a portable business coach.

"Helping you figure out how to reinvent yourself, go after what you want and survive the emotional roller-coaster ride you'll experience in starting a new business is what this book is all about," the introduction reads.

The authors are in somewhat familiar territory, as Abarbanel is an entrepreneur, marketing communications consultant and author of "How to Succeed on Your Own" and other how-to guides. Freeman, too, is an entrepreneur, as president of ProLine Communications. He's also a syndicated small-business columnist for Scripps Howard News Service, where he's known as the Small Business Professor.

The book, however, moves beyond the authors' experiences, as other veteran entrepreneurs share their insights. Among them: Bobbi Brown, founder of Bobbi Brown Cosmetics; Roxanne Coady, founder and owner of R.J. Julia Booksellers; Crystal Johnson, president of Sienna at Home; and Liz Lange, founder and president of Liz Lange Maternity.

The book identifies four common themes among all the entrepreneurs' stories:

1. Seize the moment.

2. Pursue personal growth.

3. Balance work and life.

4. Realize a vision.

The book also explores why women are going into business for themselves. Beyond the usual drivers of freedom, flexibility and the desire for challenge and personal achievement, they also want to move past any lingering limitations to success brought on by glass ceilings in corporate America.

More practically, as the sources in the book share, the entrepreneurial jump also can be spurred by layoffs, burnout, health issues or a new addition to the family, which is resulting in a growing number of "mompreneurs."

The book notes that entrepreneurship is not an easy shift, as it affects everything from finances to self esteem.

All told, this is a well-organized book, with chapter titles such as "Substitute Brains for Bucks" and "Take the Leap." Chapters 5 through 8 examine the four stages of business: starting up. running the show, changing breakdowns into breakthroughs, and finding the right business rhythm. Each chapter winds up with quick tips, which, even for readers who might take voracious notes, can help ensure that there aren't key points being overlooked.

The book encourages entrepreneurs to prepare themselves to put a great deal of work into their ventures and to reframe how they define success, moving beyond just the dollars and cents to recognize other benefits such as flexibility and fulfillment.

The book doesn't explore how entrepreneurs should talk with their bankers, but it does spend time on the money-related issues that come with entrepreneurship. It encourages women to move beyond "paycheck player" status and manage their money like entrepreneurs.

The authors identify four stages women entrepreneurs go through in terms of their relationship with money: It's viewed as an emotional scorecard, as the enemy, as protection and as a tool.

While some of the quick tips related to money are basic: "avoid overspending" and "manage money - don't let it manage you," I did find the exploration of separating self worth from net worth intriguing.

Perhaps one of the most useful chapters for would-be entrepreneurs is "Avoid the 10 Biggest Pitfalls," the next-to-last chapter in the book. Guard against:

• Romanticizing being your own boss. As business owners, women may find themselves with even more "bosses," as they must answer to clients and employees, accountants, bankers and others who expect them to do what's right.

• Spending money for the wrong reasons. A big trap is being too sensitive and self-conscious about business image, as it can lead to overspending in order to mimic the workplace environment left behind in corporate America, albeit on a smaller scale.

• Not trusting your gut. Entrepreneurs are subjected to plenty of advice after making the leap, some of it unsolicited or just plain bad. Tuning out external advice and following gut instinct can be a good skill to use in the journey.

For any woman thinking about starting a business, this book can help solidify her decision. If she can see herself in some of the women whose stories featured in the book and gauge how she feels about outlined issues, taking the jump might be the right choice. If she can't identify with what she reads, or some of the advice makes her overly nervous, she might choose to wait or to seek counsel from other entrepreneurs.[[In-content Ad]]