| Potential investors will more readily finance an | | | | customer, and even supplier constituencies being |
| entrepreneurial enterprise on the basis of the | | | | willing to change their behaviors. |
| strength of its management team, and when the | | | | Hence management must play the leadership role |
| market is large, ready and aware of its products | | | | in order to establish an environment that |
| and/or services, than the underlying benefits and | | | | motivates specific constituents to change. This |
| features of the products and/or services | | | | means being able to communicate both |
| themselves. | | | | aspirational and inspirational messages that cause |
| A successful management team may be able to | | | | others to change their behaviors to adopt a |
| repeat their successes as serial entrepreneurs by | | | | product and/or service, either de novo or as a |
| knowing how to entertain, inform, convince, | | | | substitute. Such change occurs by understanding |
| persuade, and negotiate with people, and manage | | | | the difference between what people need and |
| processes. | | | | what they want, and creating emotional |
| The management team must be able to | | | | messages that cause them to act with urgency. |
| demonstrate that they can enact change, both by | | | | Therefore, a management team seeking financing |
| being able to cause it or respond to it depending | | | | is likely to lose their investor audience if they |
| upon opportunities and conditions (especially | | | | focus solely on presenting a products and/or |
| crises). Causing change affects competitors, but | | | | service. This rule generally applies even if the |
| being able to respond to change caused by | | | | value propositions offer strong benefits and |
| competitors is essential to sustainability also. | | | | features. |
| The acceptance of new products and/or services | | | | Effective leadership and management techniques |
| in existing markets, or existing products and/or | | | | are enterpriship (entrepreneurship, leadership, and |
| services in new markets is based upon employee, | | | | management) competencies. |