In 1995, a graphic design teacher named Lynda Weinman, also an aspiring entrepreneur, decided to get the website Lynda.com. She needed a place to experiment with new digital design tools like Photoshop and Illustrator and to showcase her students’ work. What started as a small project grew into a major business. By 2002, she moved all her teaching online. Eventually, LinkedIn bought Lynda.com and turned it into LinkedIn Learning, selling it for 1.5 billion US dollars. Lynda represents what John Mullins calls the “counterconventional mindsets” of successful entrepreneurs. Here are six of those mindsets.
1. “Yes, We Can”
Business schools often teach that companies should stick to their core competencies. If an idea falls outside that, the answer is “No, we don’t do that.” But successful entrepreneurs often take the opposite approach.
Arnold Correia, a Brazilian entrepreneur, built Atmo Digital by breaking those rules. When a customer asked if he could broadcast training events to 260 stores across Brazil, he said, “Yes, we can,” even though he had no experience with satellite technology. Years later, Walmart asked if he could broadcast ads on in-store screens. Again, he said, “Yes, we can.” By repeatedly saying yes to new opportunities, Arnold reinvented his business four times.
2. Problem-First, Not Product-First Logic
Big companies often focus on products, making small tweaks to existing ones and calling them “new and improved.” Entrepreneurs, however, focus on solving problems.
John Thorne developed a silver-nickel alloy to fix a serious issue with surgical forceps: they stick to human tissue. Initially, he focused on plastic surgeons but later discovered that neurosurgeons had an even bigger need. His problem-solving approach led to a successful business, which he eventually sold to Stryker.
3. Think Narrow, Not Broad
While big companies chase large markets, successful entrepreneurs often start by focusing on a small, specific group with a clear problem.
Phil Knight and Bill Bowerman, founders of Nike, focused on elite distance runners. Traditional running shoes were designed for sprinters on smooth tracks, but distance runners needed shoes with better lateral stability and cushioning. Their narrow focus led to a groundbreaking shoe, and once they mastered the process, they expanded into other sports like tennis and basketball.
4. Ask for the Cash, and Ride the Float
Cash is the lifeblood of any entrepreneurial venture. When Elon Musk joined Tesla, the company needed funds to build its first sports car. By targeting wealthy, environmentally-conscious people, Tesla sold 100 Roadsters for $100,000 each—raising $10 million before producing a single car. Years later, they repeated this strategy with the Model 3, collecting $500 million in pre-orders.
5. Beg, Borrow, but Don’t Steal
Instead of making huge investments, smart entrepreneurs find ways to use existing resources.
Tristram and Rebecca Mayhew wanted to create a treetop adventure business called Go Ape. Rather than buying land, they partnered with the UK Forestry Commission. This allowed them to use the Commission’s trees, parking lots, and other facilities. Today, Go Ape has over 30 sites in the UK and many more in the US.
6. Don’t Ask for Permission
Entrepreneurs often move forward without waiting for approval. Travis Kalanick and Garrett Camp didn’t ask regulators for permission to start Uber. Had they done so, regulators likely would have said no to protect the taxi industry. While some of Uber’s practices were controversial, their “just do it” mindset allowed them to disrupt the transportation sector.
Final Thoughts
Successful entrepreneurs embrace these counterconventional mindsets:
- Say “Yes, we can” to new opportunities.
- Focus on solving problems, not just improving products.
- Target a narrow market and expand from there.
- Secure cash upfront from customers.
- Use existing resources creatively.
- Take action without waiting for permission.
Which of these mindsets do you already use? Which can you learn? By adopting these approaches, you can navigate challenges and find new opportunities for success.
