The 4 traits of successful green start-up entrepreneurs
Launching a green business venture is incredibly daunting. If you’re a new green start-up you’re probably facing the following challenges:
- Finding your niche in the world of green business.
- Getting funded and/or finding investors.
- Competing with the information overload your prospects experience every day.
I have coached green start-up entrepreneurs all over North America over the past several years. My clients have launched green businesses in green real estate investing, eco-consulting, green retail stores, online eco-products, sustainable non-profit pre-schools, etc. They come from all walks of life, from the northern parts of Canada to south Florida.
Many have experienced incredible successes through hard work, perseverance and a keen business mind. Although they are all very different people they do share some common traits.
These traits are the traits I believe you MUST have/show/exhibit if you want to launch a successful green start-up. They are:
- Self-awareness
- Forward thinking
- Focus
- Passion
Self-awareness
The best clients are brutally self-aware. They know exactly what they are good at and where they are weakest. They spend their time working in areas that they are the strongest and delegate everything else.
Knowing your strengths and weaknesses intimately will go a long way to ensuring your success.
Forward Thinking
Lead, don’t follow. Don’t seek focus groups or follow common thought. Go where your passion intersects with the greatest need in your world. Whenever possible be ahead of the pack. This may be the biggest key to running a successful sustainability business.
I’ve been lucky to be in this position throughout my ‘green’ career. I was doing home energy energy audits 5 years ago before anyone knew what they were. I assumed that whether people wanted to save the planet or not, they definitely would want to save money on utility bills and live in a healthier environment. That’s considered the norm now.
Focus
What are the top 3-5 things you need to do today to move your business forward? If you don’t know the answer to that question, you’d better figure it out. My best clients are great at knowing the things they must absolutely do each day to make sure their green start-up is successful.
Personally, I call these ‘Top Rocks’ (a la Stephen Covey). I know if I get these done then no matter what else happens I can count the day as a success. The beauty of this is that it forces you to think strategically every day. Too often we get caught up in the slog of daily emails, personal errands, family responsibilities, etc. I have a wife, 2 daughters, 2 dogs, 2 cats and 1 guinea pig so I know the danger of this all too well. Stay focused and get your top 3-5 things done every day.
Passion
Intuitively this one seems easy- you must be passionate to be successful. You need passion not just to launch your business but to sustain it during tough times. Hey, it’s easy to be passionate when you have tons of cash in the bank and everyone loves you.
Passion will help you when you lose a big deal (it happens) or when your bank balance can’t buy you a latte. Successful green businesses are built through determination, grit and perseverance and these all have passion as their fuel.
I sincerely wish you the best luck with your green start-up. Please contact me if I can help you in anyway.
[Many thanks to Melissa, Chris, Riva and Andrew, Mitch, Ryan and Shan, Al and Dan, and Iris. You represent some of the best people I’ve had the honor to coach. Your passion and success inspire me, thanks for all that you do.]
