Attainable

For a lot of people when they start their business, they don't see themselves as an entrepreneur or as an innovator, and I think this is another important factor. They see themselves, in a lot of cases, as the technician or the practitioner. And that's what eMyth talks about 70% of all businesses have been started by a technician who, if they are successful at being a technician, they become an entrepreneur. And so they don't go into it with an entrepreneurial mindset. Let me talk about the difference between an entrepreneur mindset and a practice owner or an innovator mindset. An innovator mindset says, I'm going to build something that's unique or that's different. And I'm going to go out and create a marketplace for it, and it's going to become greatly successful. That's how an innovator we think about their business. A practice owner says, or a technician-owned practice says, I'm going to go out and I'm going to be good at what I do. And I'm going to be so good at it, everyone's going to want to