Who Should Start A Business | kind of disturbing

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“You might think I’m absolutely crazy, but I believe that there are only a handful of people who are truly ready, willing, and able to start a business,” says John S. Rhodes of the Rhodes Brothers. He’s not wrong—and if you’re reading this, chances are you’re wondering if you’re one of those people. Starting a business isn’t for everyone, but for the right person, it can be life-changing.

You wake up every morning with a purpose. You’re building something that matters—not just to you, but to others. You’re solving problems, creating value, and living life on your own terms. For some, this is a pipe dream. For others, it’s a calling.

In this article, we’ll break down exactly who should start a business by exploring three types of people who are primed for entrepreneurial success: the Unhappy Achiever, the Fixer, and the Freedom Lover. Along the way, we’ll share actionable steps, strategies, and insights to help you decide if entrepreneurship is your next big move.

As Steve Jobs once said, “The people who are crazy enough to think they can change the world are the ones who do.” Let’s see if you’re one of them.

TL;DR

• Unhappy Achievers: You’ve checked all the boxes—career, money, relationships—but something still feels missing. Starting a business could give you purpose and fulfillment.
• Fixers: You’re a natural problem-solver who loves finding solutions. Turn that skill into a profitable business by solving others’ pain points.
• Freedom Lovers: You crave independence and control over your life. A business offers the freedom to create your own path.
• Actionable steps, tools, and strategies are included to help you get started, avoid common mistakes, and leverage your strengths.

The Unhappy Achiever: Turning Success Into Fulfillment

Does this sound like you? You’ve got the great job, the nice car, and maybe even the dream house. On paper, you’ve “made it.” But deep down, you feel empty. You’re asking yourself: What’s the point? Is this all there is?

John S. Rhodes calls this person the “Unhappy Achiever.” You’ve achieved success in the traditional sense—high income, prestigious job, societal approval—but it hasn’t given you the fulfillment or purpose you crave. This type of person often feels trapped by their own accomplishments, yearning for something deeper and more meaningful.

Why Starting a Business Makes Sense

Starting a business allows you to break free from the monotony of traditional success and create something that aligns with your values and passions. When you build a business, you’re not just making money—you’re creating value for others. This sense of contribution can fill the void that traditional success leaves behind.

Instead of working to build someone else’s dream, starting your own business puts you in the driver’s seat. You get to decide what impact you want to make and how you’ll do it.

Example: Sarah, a corporate lawyer, left her six-figure job to start a non-profit that provides legal aid to underserved communities. Now, she’s not just working for a paycheck—she’s changing lives. For the first time in years, Sarah feels truly fulfilled because she’s making a difference where it matters to her.

Tools, Strategies, and Real-World Applications

For Unhappy Achievers, the key to transitioning into entrepreneurship is clarity, experimentation, and action. Below are actionable steps, tools, and examples to guide you through this process.

Identify Your Passion

What makes you excited to get out of bed in the morning? What problems in the world do you care about solving?

• Use tools like Ikigai (a Japanese concept for finding your purpose) to map out the intersection of what you love, what you’re good at, what the world needs, and what you can get paid for.
• Example: Raj, a tech executive, loved mentoring young professionals. He started a coaching business that helps college graduates transition into the workforce.

Pro Tip: Journaling can help you uncover patterns in your passions. Write down moments when you felt the most fulfilled or proud.

Start Small and Test the Waters

Quitting your job outright might not be realistic—or wise. Instead, start your business as a side hustle to test your idea and build confidence.

• Tool: Use platforms like Shopify to sell products or Etsy if you’re into handmade or creative goods. Both are beginner-friendly and allow you to test ideas with minimal investment.
• Example: Melissa, an HR professional, started selling handmade candles on Etsy after work hours. Within a year, her side hustle was earning enough to replace her 9-to-5 income.

Pro Tip: Dedicate 5-10 hours per week to your side hustle. Use weekends or evenings to build your business without sacrificing financial stability.

Focus on Value Creation

Shift your mindset from “What can I get?” to “What can I give?” The most successful businesses solve real problems or fulfill unmet desires.

• Tool: Use customer discovery tools like Typeform or Google Forms to survey potential customers and understand their pain points.
• Example: Kevin, a marketing director, noticed small businesses in his community struggled with branding. He launched a marketing agency that offers affordable packages tailored to small businesses.

Pro Tip: Create a free resource or content (like an eBook or webinar) to attract your target audience and build trust.

Learn the Basics of Business

If you’re transitioning from a corporate job, you may not know the nuts and bolts of running a business. That’s okay—learning is part of the journey.

• Tool: Platforms like Coursera offer beginner-friendly courses in entrepreneurship. Try “Entrepreneurship 101” to learn the essentials.
• Example: Julie, an accountant, had no idea how to market her bookkeeping services. She took an online course on digital marketing and used her new skills to attract her first clients.

Pro Tip: Join local or online networking groups like SCORE or Meetup to connect with other entrepreneurs.

Common Challenges for Unhappy Achievers (and How to Overcome Them)

Transitioning from a traditional career to starting a business can feel overwhelming, especially for Unhappy Achievers who are stepping away from stability and familiarity. Fear, self-doubt, and overthinking often create barriers that hold many people back. 

However, these challenges are not insurmountable. With the right mindset, strategies, and tools, you can overcome these obstacles and move closer to building a life of fulfillment and purpose. Let’s explore the most common challenges Unhappy Achievers face and how to tackle them head-on.

Fear of Losing Stability

It’s scary to walk away from a stable paycheck. This fear is valid, but it can be managed.

• Solution: Build a financial cushion before you make the leap. Aim for 6-12 months of living expenses saved up.
• Tool: Use budgeting apps like YNAB (You Need a Budget) to track your expenses and save efficiently.

Overthinking the Perfect Idea

Many people get stuck trying to find the perfect business idea.

• Solution: Start with what you know. Your skills, experiences, and passions are a great foundation for a business.
• Example: Lisa, a frustrated teacher, started an online tutoring platform to help students with ADHD.

Imposter Syndrome

You might doubt your ability to succeed as an entrepreneur.

• Solution: Remember, most successful entrepreneurs started with zero experience. Focus on progress, not perfection.

Tools to Help Unhappy Achievers Transition

Here’s a curated list of tools to help you get started:

• Business Planning: Use LivePlan to create a professional business plan.
• Market Research: Use Google Trends to identify market opportunities and trends.
• Website Building: Platforms like Wix or Squarespace allow you to build a professional website with no coding experience.
• Networking: Join LinkedIn Groups for entrepreneurs in your industry.

Starting a business isn’t just about financial gain—it’s about creating a life that aligns with your values and passions. As John S. Rhodes says, “You have achieved success, but you crave more. You desire so much more out of life, and you know that you’ve got it in you.”

For the Unhappy Achiever, entrepreneurship isn’t just an opportunity—it’s a calling. The tools and strategies outlined here can help you take the leap and create something truly meaningful. Don’t settle for a life that feels empty. Build one that lights you up.

Actionable Steps for Starting a Business

Starting a business may sound daunting, but breaking it into small, actionable steps makes the process manageable and achievable. Whether you’re a complete beginner, a millennial looking for flexibility, or someone nearing retirement seeking a second career, the journey to entrepreneurship can be tailored to fit your unique circumstances. Below, we’ll outline practical, step-by-step strategies for different experience levels and demographics to help you turn your business dream into reality.

For Beginners: Starting from Scratch

If you’ve never started a business before, it’s important to focus on the fundamentals. Here’s how to get started:

• Discover Your Strengths and Passion

• • Ask yourself: What do I enjoy doing? What am I naturally good at?
  • Use tools like StrengthsFinder or Ikigai to identify the intersection of your skills, passions, and market needs.

• Research Market Demand

• • Look for a problem to solve or a need to fulfill.
  • Tool: Use Google Trends to identify trending topics or AnswerThePublic to see what people are searching for.

• Create a Business Plan

• • Outline what you’ll sell, who your target audience is, and how you’ll make money.
  • Tool: Use LivePlan for step-by-step business plan templates.

• Start Small and Test Your Idea

• • Begin with a Minimum Viable Product (MVP)—a basic version of your product or service.
  • Example: If you’re starting a bakery, sell a few items at community events before opening a full shop.

• Leverage Free Resources

• • Take free business courses from platforms like Coursera or SCORE.
  • Use Canva for professional-looking designs and branding.

For Millennials: Seeking Flexibility and Freedom

Millennials value flexibility, independence, and purpose in their work. Here’s how to start a business that aligns with those goals:

• Build an Online Presence

• • Whether it’s freelancing, e-commerce, or content creation, an online business offers scalability and flexibility.
  • Tool: Use Wix, Squarespace, or WordPress to build a website.

• Use Social Media to Grow

• • Platforms like Instagram, TikTok, and LinkedIn are key to reaching your audience.
  • Tool: Use Buffer or Hootsuite to schedule and manage social media posts.

• Monetize Your Skills

• • Think about skills you already have (e.g., graphic design, photography, or writing) and offer them as services.
  • Example: Turn your hobby of photography into a freelance wedding photography business.

• Start a Side Hustle First

• • Keep your full-time job while building your business on the side to reduce financial risk.
  • Tool: Use Fiverr or Upwork to find freelance gigs and test your services.

• Focus on Passive Income Streams

• • Create digital products like eBooks, templates, or courses that can generate income with minimal upkeep.
  • Tool: Use Teachable or Gumroad to sell digital products.

For Those Nearing Retirement: Building a Legacy

If you’re nearing retirement, starting a business can provide a second career, a legacy, or a way to stay active. Here’s how to do it:

• Leverage Your Experience

• • Consider a business related to your professional background or hobbies.
  • Example: A retired teacher could start an online tutoring service or create educational resources.

• Keep it Simple

• • Focus on businesses that require minimal physical effort or overhead costs, such as consulting or online sales.
  • Tool: Use Shopify or Amazon FBA to sell products online.

• Invest in Franchise Opportunities

• • Franchises offer a proven business model and support, making them ideal for those who want to avoid starting from scratch.
  • Research franchise opportunities in industries you enjoy, like food, fitness, or education.

• Network with Other Entrepreneurs

• • Join senior entrepreneur groups or attend local events to connect with like-minded individuals.
  • Tool: Use Meetup or Eventbrite to find networking opportunities.

• Focus on Purpose Over Profit

• • Many retirees are more interested in making a difference than maximizing income. Consider businesses with a social impact.
  • Example: Start a non-profit organization or a local community service.

General Actionable Steps for All Aspiring Entrepreneurs

Regardless of your experience level or demographic, these universal steps apply to anyone starting a business:

• Validate Your Idea

• • Before investing too much time or money, ensure there’s demand for your product or service.
  • Tool: Use Google Forms to survey potential customers or run a test ad on Facebook or Instagram.

• Secure Funding

• • Assess your startup costs and explore funding options like savings, small business loans, or crowdfunding.
  • Tool: Use Kickstarter or Indiegogo for crowdfunding campaigns.

• Set Up Your Business Legally

• • Register your business, choose a legal structure (LLC, sole proprietorship, etc.), and get the necessary permits.
  • Tool: Use LegalZoom to handle registrations easily.

• Master Marketing

• • Your business won’t succeed without customers. Learn how to market effectively through social media, email, and SEO.
  • Tool: Use Mailchimp for email campaigns and SEMRush for SEO research.

• Track Finances

• • Keeping track of income and expenses is critical for long-term success.
  • Tool: Use QuickBooks or Wave for bookkeeping and accounting.

Starting a business is a step-by-step journey that anyone can take, regardless of their current life stage. By following these tailored strategies and using the right tools, you can create a business that fits your goals, lifestyle, and values. The key is to take action today—no matter how small that action might be!

Common Mistakes to Avoid

Starting a business is one of the most exciting and fulfilling journeys you can embark on, but it’s also a path filled with potential missteps. Many new entrepreneurs make mistakes that can derail their progress or even lead to failure. The good news? Most of these mistakes are avoidable with proper planning and awareness. Below, we’ll explore some of the most common pitfalls and how to steer clear of them.

Mistake #1: Skipping Market Research

One of the biggest mistakes aspiring entrepreneurs make is assuming their idea is so great that everyone will want it. Unfortunately, passion for your product or service doesn’t always translate to market demand. According to a study by CB Insights, 35% of startups fail because there is no market need for their product. This means that more than a third of businesses fail simply because their idea didn’t resonate with customers.

To avoid this, conduct thorough market research before launching your business. Start by identifying your ideal customer and understanding their pain points. Use tools like Google Trends to see if people are searching for solutions related to your idea, or platforms like AnswerThePublic to discover common questions your audience is asking. Additionally, talk directly to potential customers through surveys or interviews to validate your idea. Tools like Google Forms or Typeform can make this process simple and effective. Remember, the best business ideas solve real problems for real people—so ensure there’s a demand for what you’re offering.

Mistake #2: Underestimating Costs

Many entrepreneurs dive into their businesses without fully understanding the financial investment required. While some businesses can be started on a shoestring budget, others require significant upfront costs for equipment, inventory, marketing, or technology. A common mistake is underestimating these expenses, which can lead to cash flow problems or even bankruptcy.

Creating a detailed budget is critical. Start by listing every possible expense, from website hosting fees to office supplies, and don’t forget hidden costs like taxes, shipping fees, or software subscriptions. Use budgeting tools like YNAB (You Need a Budget) or Mint to keep track of your spending and ensure you’re staying within your limits. Additionally, it’s wise to have a financial cushion—aim for at least six months of operating expenses saved up to cover unexpected costs.

If funding is an issue, consider exploring small business loans, grants, or crowdfunding platforms like Kickstarter or Indiegogo to raise the capital you need. The bottom line? Don’t let financial surprises derail your entrepreneurial dream. Plan carefully and ensure you have the resources to sustain your business through its early stages.

Mistake #3: Trying to Do Everything Yourself

Entrepreneurs often wear many hats, especially in the early days. While it’s important to understand all aspects of your business, trying to do everything yourself can lead to burnout, inefficiency, and missed opportunities. No one is an expert at everything, and attempting to handle every task—marketing, accounting, customer service, website design—can spread you too thin and take you away from the core activities that drive growth.

Delegation is the key to scaling your business effectively. Identify the tasks that are outside your expertise or too time-consuming, and consider outsourcing them. For example, you can hire freelancers for graphic design on platforms like Fiverr or Upwork, or use virtual assistants from services like Zirtual to handle administrative work. If managing finances isn’t your strong suit, tools like QuickBooks or FreshBooks can simplify bookkeeping, or you can hire a part-time accountant.

Remember, your time is valuable. Focus on the areas where you can make the biggest impact, such as strategy, innovation, and building relationships with customers. Delegating tasks isn’t a sign of weakness—it’s a smart strategy for building a sustainable and successful business.

By avoiding these common mistakes—skipping market research, underestimating costs, and trying to do everything yourself—you’ll set a strong foundation for your entrepreneurial journey. Starting a business comes with challenges, but with proper planning, research, and the willingness to delegate, you can navigate these obstacles and position your business for long-term success.

Frequently Asked Questions

How do I know if I’m ready to start a business?

If you’re passionate, willing to take risks, and ready to commit to learning, you’re likely ready.

Can I start a business while working full-time?

Absolutely. Many entrepreneurs begin with a side hustle to test their ideas.

What’s the best business to start in 2024?

Look for trends like AI, sustainable products, and online learning.

How much money do I need to start?

It depends on the business. Some, like freelancing, require almost no upfront costs, while others may need significant investment.

How do I find my first customers?

Leverage your network, social media, and platforms like LinkedIn or Instagram.

What if I fail?

Failing is part of the process. Learn from your mistakes and keep going.

How do I create a business plan?

Use templates from platforms like LivePlan or SCORE’s free resources.

What legal steps do I need to take?

Register your business, get any necessary permits, and consult a lawyer for guidance.

How do I market my business?

Focus on social media, email marketing, and networking to start.

Is entrepreneurship right for everyone?

No, and that’s okay. It’s about finding what aligns with your goals and values.

Take the Leap Toward Your Entrepreneurial Dream

Starting a business isn’t for everyone, but for the Unhappy Achiever, it can be the key to a more fulfilling and purpose-driven life. By embracing your unique strengths, avoiding common pitfalls, and using the tools and strategies outlined above, you can set yourself up for success.

John S. Rhodes reminds us: “When you build a business, you’re creating value for other people—and when you create value, you not only enrich their lives but also your own.”

So, what’s your next step? Whether it’s brainstorming your first business idea, testing a side hustle, or taking the plunge into full-time entrepreneurship, the journey begins with action.

Ready to take control of your life and start building something meaningful? Get started today by taking small, actionable steps toward your dream business. And remember, you’re not alone—resources, tools, and communities are available to guide you every step of the way.

For more insights, strategies, and inspiration, check out the Rhodes Brothers YouTube Channel. Subscribe to stay updated on the latest tips and advice for aspiring entrepreneurs like you.

Resource List

To continue your entrepreneurial journey, here are some recommended resources:

Books

• The Lean Startup by Eric Ries – A guide to building businesses that thrive in uncertainty.
• Start with Why by Simon Sinek – Learn how to inspire others and find your purpose.
• Atomic Habits by James Clear – Build habits that lead to long-term success.

Podcasts

• How I Built This by Guy Raz – Stories of entrepreneurs and their journeys.
• The Tim Ferriss Show – Strategies from world-class performers and entrepreneurs.
• Smart Passive Income by Pat Flynn – Insights on building online businesses.

Tools

• Trello: Organize projects and tasks.
• Canva: Design stunning visuals for your business.
• Shopify: Launch an e-commerce store with ease.
• Zapier: Automate workflows and save time.

Courses

• Entrepreneurship 101 on Coursera – Learn the basics of starting a business.
• SEO for Beginners on Udemy – Drive traffic to your website.
• Facebook Ads Blueprint – Master paid advertising on social media.

Blogs

• Entrepreneur.com: Tips, insights, and resources for small business owners.
• Neil Patel Blog: Expert advice on marketing, SEO, and growth hacking.
• HubSpot Blog: Guides on marketing, sales, and customer experience.