The Pitch
Samad* booked a call with me to discuss an app he believed would transform his industry. He opened with his pitch, and as we talked, I realized that his idea was still in the early stages.
“So, my business plan is useless?” Samad asked.
“Not at all,” I said. “It’s just premature. You can return to it once you know more.”
I recommended that he conduct further market research, validate the idea with potential customers and allow himself more time to develop it.
“But my app will be a game changer,” Samad insisted. “I’m breaking all the rules.”
“Before you can break the rules, you need to understand them,” I said. “I’m not questioning your vision. I’m asking you to reconsider your approach to achieving it.”
Samad was deeply invested in the “doing”: the pitch, the app and the vision. What he had not yet considered was the “being”: the identity shaping the idea.
Doing vs. Being: Why Entrepreneurial Identity Matters
Many first-time entrepreneurs are eager to tackle the “doing” of building a business: writing a business plan, registering the company, creating a website and so on. These tasks matter but they are only one part of the entrepreneurial journey. However, many neglect the “being” of running a business: the mindset, habits and perspective that guide how you make decisions, respond to feedback and adapt along the way.
Popular stories about entrepreneurship often highlight the hero, super-driven, hustle-culture mindset (see my blog on this subject here). Here are some examples:
- the disruptor;
- the visionary;
- the risk-taker;
- the innovator.
None of these identities is inherently negative or harmful. However, many entrepreneurs feel pressure to adopt the unrealistic expectations these identities imply.
For example, if you see yourself as a “disruptor”, you may feel the need to fight “the system” because “it doesn’t understand your vision.” This mindset can lead you to believe you don’t need to do anything the “standard way,” such as preparing a proper cash flow forecast or learning how and why customers buy certain products. This is a dangerous game to play in any entrepreneurial quest.
The disruptor identity needs to fully understand the game it’s playing: That revolutionary idea is a starting point. It needs to be stress-tested and validated before it can become a sustainable business
So, how can you test an idea without losing the confidence that inspired it? Instead of leaping from one identity to another, try shifting gears.
Choose a Transition Identity That Supports Your Next Step
Our sense of identity is a dynamic process. It evolves as we grow and gain experience over time.
Instead of moving directly from “status quo follower” to “disruptor,” consider having in-between identities, like intermediate gears between park and fifth. For example: status quo follower → curious observer → resourceful tester→ “disruptor.
Behavior reinforces each identity, and each identity calls for certain behaviors. A curious observer takes time to understand the industry better. A resourceful tester maximizes the resources available to gather customer feedback. This allows for low-risk steps, a crucial building block for entrepreneurial success.
A transition identity relieves the pressure to perform. You do not need the perfect tagline, a sweeping vision or an out-of-this-world idea. You don’t have to pretend to have all the answers. You only need a transition identity, a temporary way of seeing yourself that supports the work required at your current stage.
Why Shifting Gears Works
That lightness you feel is not an accident. It’s what happens when you stop trying to be one fixed version of yourself.
In Your Symphony of Selves, James Fadiman and Jordan Gruber argue that people are not defined by a single identity. Instead, we function as a dynamic mix of different versions of ourselves in different situations.
What Happened to Samad
So, what happened to Samad? I would like to say that he reconsidered his approach, but that’s not what happened.
Have you ever tried changing someone’s mind with facts, logic and evidence, only to see them hold their beliefs even more firmly? When we become strongly attached to an identity, we will dismiss information that contradicts our beliefs while searching for evidence that supports them.
Other entrepreneurs I have worked with were more open in their approach. This is not to say it’s straightforward or easy to make a shift in identity. But being open to that shift looks less dramatic than you’d expect. It often begins with a willingness to say: “I’m not a disruptor yet; I’m a curious observer.” Saying this does not undermine an entrepreneur’s ambition. It makes space for learning.
Downshift Before You Shift Up
This is usually the hardest part. Downshifting may not feel like progress because it can seem like an admission that you were wrong about something. In reality, it gives you the insight and stability you need to move forward.
Your self-image isn’t a destination. It can change as you learn, test and grow. Give yourself permission to shift up or down, depending on what will help you take the next meaningful step in your entrepreneurial journey.
*Name changed to protect confidentiality.
Dominik Loncar is an entrepreneurship coach at Futurpreneur. Over the last decade, he has dedicated his practical skills and expertise from building three businesses and running his own social purpose business to guide young entrepreneurs. Dominik believes that becoming an entrepreneur is a transformative identity shift and has worked with over 200 young entrepreneurs to launch social purpose ventures and both traditional and innovation-based businesses in a multitude of industries.
Ready to grow into your next identity? If you’re an entrepreneur looking to test your ideas and build with confidence, Futurpreneur offers flexible loan financing, expert mentorship and resources to support your journey. Learn more and take your next step today.
