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3 keys to making real change in your business and life


5 min read

For the last three months, the world has been in a constant state of disruption. In one way or another, you’ve likely had to adapt to extreme change. Most business owners are adapting for this moment. They’re thinking about how to survive the changes they’re experiencing right now, not how to thrive going forward. That step—making decisions now that will set your business up better in the future—takes more. It takes real personal change: a practice that’s incredibly challenging in any circumstance. 

Most of us don’t want to do it.

Change is so challenging that when faced with a life-or-death health condition, only one out of 10 people will make the changes needed to save their own lives.* This is according to Alan Deutschman in his book Change or Die, where he takes the example of critical heart patients in the U.S. and uses it to codify the three keys to produce lasting change: relate, repeat, and reframe. He saw this poor success rate appear not only among heart patients, but also within other individuals, businesses and organizations. It was then that he realized his three-step strategy applies universally. 

As Director of Coaching at EMyth, this statistic doesn’t surprise me. I’ve coached hundreds of business owners from being Technicians in their business to thinking and acting like Entrepreneurs. The critical hurdle is changing your mindset—practicing new habits and skills so many times that it results in a new way of thinking, and then acting. 

I’ll be honest—a lot of business owners can’t get there on their own. Maybe one out of 10 people can read The E-Myth Revisited and actually apply the concepts and ideas within it—because those are just tools. Many business owners are inspired or driven by the potential for failure, but neither inspiration nor fear produce change without taking action. The other half of the work is partnering with an individual or a support group—something that helps you learn and practice new tools and skills repeatedly until it becomes natural. 

So here we are still facing this crisis, and I want to ask: During this time, have you been able to make the changes you need to in order to not just survive, but thrive? If not, you still can. Here’s how:

Engage with a method of change that you believe in

If you face a situation that a reasonable person would consider 'hopeless,’ you need the influence of seemingly ‘unreasonable’ people to ... make you believe that you can change and expect that you will change … The leader or community has to sell you on yourself and make you believe you have the ability to change ... And they have to sell you on the specific methods or strategies that they employ. 

Alan Deutschman, Change or Die

To truly change, you need a guide who employs specific methods or strategies you believe in— someone to “relate to,” as Deutschman says. If you want to become a better athlete, you hire a sports coach. To improve your diet, you work with a dietician. And to build a better business, logic follows that you work with a coach mentor who offers a new source of knowledge, helps you understand how to apply it, and provides accountability. 

Yes, you need a structured program and model to develop your business, but the essence of a coach’s work is to help you shift the way you see things based on a vision of what you want to create. At EMyth, this work starts by identifying your Primary Aim—What’s the reason you started your business? It speaks to who you are, what matters to you and what you care about. With that, you can reimagine your business from more of an entrepreneurial perspective and intentionally design it to serve your life. Knowing your Primary Aim and having a vision for your business becomes your North Star, the reason you’re doing all this. Having that keeps you inspired through the process of working on your business and making the necessary personal changes as its leader.

Practice new skills and behaviors again and again

The new relationship helps you learn, practice, and master the new habits and skills that you’ll need. It takes a lot of repetition over time before new patterns of behavior become automatic and seem natural—until you act the new way without even thinking about it.

Alan Deutschman, Change or Die

We follow a specific learning framework at EMyth: inspiration, education, application and implementation. Change takes a sustained source of inspiration and constant training on the skills needed to achieve your vision. To develop your business takes entrepreneurial training, which requires learning, system by system, how to build a business that works with or without you. Next, you need to take your learnings and apply them to your situation, your business, your industry. How can you take the business you have and turn it into the business you want through systemization? 

Nothing happens or changes unless you implement your plan. It’s not enough just to understand and connect your visions and have a plan to get there—you actually have to execute it day in and day out. 

And it’s very easy not to.

Many business owners are really good at a couple of steps, say inspiration and education, and it feels hopeful to even see a better way without taking the next steps to get there. This is where you see the divide between a business book—yes, even ours—and a business coach. While books give you essential knowledge or inspiration, they don’t help when you’re tired, overwhelmed, and trying to determine the right thing to do or the next step to take.

Shift to a new way of thinking and being

The new relationship [with your coach, mentor or group] helps you learn new ways of thinking about your situation and your life. Ultimately, you look at the world in a way that would have been so foreign to you that it wouldn’t have made any sense before you changed.

Alan Deutschman, Change or Die

The third key—what Deutschman calls “reframing”—is critical to making the shift to become a true Entrepreneur. Shifting your perspective and recognizing there’s a better way is where this all begins. But a true reframe for a business owner requires what we call entrepreneurial thinking. It’s what happens when you recognize our core tenet that your business is a reflection of you—how you think about business is how you end up doing business—and work to change how you think by doing things differently

Becoming a true Entrepreneur—not just a Technician in Entrepreneur’s clothing—is the natural result of this process. As you build each new process and system that your business needs to grow, you’re learning, brick by brick, how to do things differently. And after enough repetition, your business will change into something that meets your vision and serves your life in a way that would never have been imaginable before you started on your journey. 

If you feel that now is the time to find a business coach to help you, reach out to us.


*Deutschman, Alan. Change or Die: The Three Keys to Change at Work and in Life. Harper, 2008.



Tricia Huebner

Written by Tricia Huebner

Tricia Huebner is one of the leading experts in all facets of the EMyth Approach. Her 15+ years of experience at EMyth have included leadership roles in program development, coaching, coach training and marketing. Tricia’s commitment to helping business owners comes from her own upbringing in a family of small business owners. As a speaker and trainer, Tricia has addressed business audiences throughout the U.S., and internationally in Canada, Europe and Africa. She’s designed programs for the Small Business Administration and consulted with Fortune 1000 companies. Throughout her career, she's personally coached more than 200 small and mid-sized businesses, helping owners create businesses they love leading and lives they love living.