Assumptions
Essays

The essay analyzes the entrepreneurial genius of Telford: Telford teaches me to ‘take the bull by the horn' and not to fear possible failure of the project or not to be intimidated by the novelty of my idea that – because it is new and different may be likely to fail. Telford's motto seems to be: Just do it. And this is wise advice, as long as it is accompanied by careful planning and thorough preparation. Telford also focused on the customer's needs rather than on the organizations' desires. He recognized that customers wanted a cheaper product. Fully in tune with the circumstances of his time, Telford connected this need with topical opportunity and was able to succeed particularly because he was not only able to think out of the box but was attuned to customers' desires all the time. Telford too persevered in working for acceptance of his product, and also important was the fact that Telford realized that both creativity and firmness had to be merged. In this way, Telford was no idealist: he was aware of social psychology and the way people functioned and used that in devising and implementing his ideas. Most importantly, what Telford teaches me is that having an idea is not the main thing. It has to be accompanied with implementation. Many people have ideas: it is implementation that actually makes inventions successful and it needs both to make an effective entrepreneur. Telford made and enforced business rules for the site, but at the same time he also knew his target market and promoted his products and advertising directly to them (and this is another lesson that Telford can teach me: to structure the invention with the target market in mind). Finally, Telford surrendered his other job to focus exclusively on implementing this one. Total absorption in the project is another important lesson.

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