Several books and articles have been written on the characteristics and traits of entrepreneurs that are necessary for success. However, not usually listed among them is "Image", which is probably the sum total of all those characteristics.

In order to effectively attract and keep motivated employees, attract partners, and convince investors that you will succeed, a CEO needs to project an image of an imaginative, passionate, optimistic, confident, and knowledgeable business person. Investors want to feel that their money is in the hands of someone who understands how to compete in business, how to respond to changing market forces with flexibility and innovation, and who can lead a team of people to be successful and eventually allow them (the investors) to achieve the return they seek.

Can you develop that image if you don't have it? It can be a difficult transformation. Some of it relates to education/experience, and some of it is psychological.

1.Education/Experience - this is the easy part. Do you need to understand marketing concepts or accounting principles or need experience critical to your business' success? Either work in that field for a short time, and/or attend courses and workshops that can round out your education, until you develop the high level of confidence that you have in areas where you have experience and are knowledgeable.

2.Psychological - this is the harder part because our self image has taken decades to develop. Our families, teachers, and friends (and our exposure to the media) collectively gave us our identity. These experiences "programmed" our subconscious minds with images of who we are and who we might become, and how we might be limited. We accepted this programming without being aware of it. When we become aware that our self-image has been programmed, and we gain an understanding of our freedom to think independently, we can begin to change this self-image by "reprogramming" our subconscious minds according to our conscious will.

This involves our repeatedly implanting affirmations - through deep thought and meditation - as to who we are, and visions of who we might become. Workshops, hypnosis and professional services can help.

Since a successful business is usually a "team" effort, an alternative would be to "partner" with someone who can lead the business. Consider attending no-charge counseling sessions at SCORE's office within the SBA (fifth floor at 130 South Elmwood Avenue in Buffalo - Ste 540).

SCORE also holds one-on-one counseling sessions specifically on Marketing at the Buffalo & Erie County Main Library - SCORE conference room - Tuesdays and Thursdays @ 1:30-4:30 pm.

There are no charges for these counseling sessions. Call 716-551-4301 for appointments, and to attend a business workshop during November.