What "The Secret" Means to Solo Entrepreneurs

by Terri Lonier, founder of WorkingSolo.com

Unless you've been living in a cave for the past few months, you've likely heard about the best-selling book, The Secret, and how it offers guidance and personal narratives about creating the life you want. The essential lesson of the book is how individuals attract (and create) the life they want through their thoughts, attitudes, and emotions. (The book's message is both more complex and subtle than this, but that's the telegraphic version of its theme.)

Whether you accept the full metaphysical premise of the project or not, the lessons of The Secret resonate with knowledge that successful entrepreneurs have understood for decades. So, with a tip of the hat to the creators of The Secret, here are seven principles designed to guide you in your solo business. Many are aligned with those presented by the creators of The Secret -- and all are based on my experience of working solo for more than two decades.

#1: Intention rules all.
Successful solo entrepreneurs understand that singleness of purpose is a potent force. There's no room for wishy-washy, "Oh, I'm thinking about having a successful practice," or "It would be really nice to increase my sales this year." Put a stake in the ground and commit. Recall the Goethe quote: "Whatever you can do or dream you can, begin it. Boldness has genius, power, and magic in it."

Similarly, be clear on what your company will and will not do. Avoid distractions from your central business focus unless you are certain they can generate a direct positive impact on your core competencies. When business challenges arise, it's easy to get tempted by unrelated business opportunities.

#3. Seek the joy.
Chase passion, not profits. If you build your company around your interests, it will sustain you during the inevitable tough times. Also, you'll be a natural salesperson for your products or services, since you believe in them so deeply. Chasing pure financial gain will only sustain you for so long; there must be deeper significance to your work for it to be personally and professionally satisfying. Build on your unique competencies to create a company that generates both money and meaning.

#4. Magnetize your connections.
Like attracts like. Be the type of person you want to associate with, the type of company you would like as a partner. If you're surrounded by negativity, look inside first and recognize its likely source. Successful soloists seek partners and clients who are positive achievers, individuals who are secure in their self-knowledge and in what they can contribute to the world. By focusing on the qualities of ideal clients and partners, you attract positive results in your business.

#5. Take action.
Merely thinking about having a successful company is not enough. Yes, positive mental focus and clarity are crucial, but you must also act. When your intuition gives you a nudge, move. When you sense the opportunity, step forward and seize it. Business success is guided by mental force, but it takes place in the physical realm.

#6. Expect the best.
Automotive entrepreneur Henry Ford stated, "Whether you think you can or you think you can't, you're right." Fear and self-doubt erode self-confidence, which is the currency of successful self-employment. Expect great things from yourself and your company, and put forth the effort to build the professional foundation to support your aims. Clients and customers want to do business with companies that are best-in-class. Industry leaders never have second-class expectations of their performance, and they work hard to ensure they deliver first-class results.

#7. Multiply the gratitude.
Give thanks for all that you have, for no matter what your situation, there is much to be grateful for. By focusing on your abundance, you attract more of the same. Appreciation given to customers, clients, partners, vendors, and other business associates strengthens those important ties. Gratitude also lightens your spirit during challenging times, and keeps setbacks in perspective. It allows you to celebrate every day of working solo.

These principles create the foundation for a successful solo business -- and offer an important set of signposts on your journey of self-employment.