The Nine Resources

While the SEER book and seminar focus on the Mind of the Entrepreneur, each of the nine recognitions has a set of additional learning resources to go with them. The intent of the Nine Resources is to provide books, articles, and videos to shed additional light on the key concepts.  These resources will be curated and abstracted into an eBook format.

The Nine Resources bridge THE SEER and THE SOUL.

The education of a flipped entrepreneur is more akin to a journey rather than a destination.  David Whyte in his book of poems The Pilgrim captures the essence of this journey.

“In his seventh volume of poetry, David Whyte looks at the great questions of human life through the eyes of the pilgrim: someone passing through relatively quickly, someone dependent on friendship, hospitality and help from friends and strangers alike, someone for whom the nature of the destination changes step by step as it approaches, and someone who is subject to the vagaries of wind and weather along the way.”

Whyte’s poem “The Camino” has a nice turn of a phrase “The way forward, the way between things, the way already walked before you…” which is a premonition of the new venture journey.

The Camino

The SEER has three cycles of three recognitions each of concept flips which are summarized in the following map:

First Cycle: Pattern

From needing to know to not knowing (orient according to curiosity)

Second Cycle: Story

From “Things happen to me” to “I make things happen” (orient according to choice)

Third Cycle: Choice

From witness to creator (orient according to what you bring)

These three cycles are summarized by what David calls the spine of THE SEER:

Have the experience first and make meaning second.

If the “flipped” learner has time to read only one book, we would recommend reading Chris Anderson’s Makers: The New Industrial Revolution.  While the book is primarily about the new revolution in 3D printing and how easy it is to build interaction into hardware these days with tools like the Arduino processor, Anderson builds on all of the advances we’ve made in the online world.  With the foundation of the “long tail” world that Anderson wrote extensively about as editor of Wired Magazine, the world of bits is now extended to hardware.

As a long time software product and business creator, my starting point was always an existing computer system of some kind.  Anderson points out that we are no longer tied to general purpose hardware.  It is easy and in many ways makes more sense to design both the hardware and the software at the same time.  The Livescribe pen system is a good example of the co-evolutionary hardware and software design.

For the flipped entrepreneur, the key insight in Makers is how to create an audience and a set of evangelists long before there is a product to sell.

If we could get the flipped entrepreneur to read three books (one for each cycle) we would recommend:

running lean


First Cycle: Pattern

From needing to know to not knowing (orient according to curiosity)





Second Cycle: Story

From “Things happen to me” to “I make things happen” (orient according to choice)



To Sell is Human


Third Cycle: Choice

From witness to creator (orient according to what you bring)



For the learner that likes to really immerse themselves in the resources associated with each of the recognitions, the full set of nine books is:

Cycle One: Pattern

visionary business


Recognition 1: You don’t have a problem. You have a pattern

Practice: Practice Not Knowing (curiosity)

Concept: Stories stalk you



running leanRecognition 2: Your language matters

Concept: Orienting according to an answer of a question

Concept: Problem seeing = mechanistic; Pattern seeing = relational



Effectual Entrepreneur


Recognition 3: You are telling yourself a story

Exercise: Distinguish between circumstance and story

Concept: Significant change happens through simplicity, not complexity



Cycle Two: Story



Recognition 4: You locate yourself within your story

Practice: Have the experience first and make meaning second

Practice: Suspend judgments and learn



The Goal


Recognition 5: You are the teller of your story

Concept: Premature Cognitive Commitment

Concept: Separations (self from self)





Recognition 6: You can change your story

Exercise: Distinguish between what you can and can’t control

Concept: The relationship between control and choice


Cycle Three: Choice

To Sell is Human


Recognition 7: You are always in choice

Concept: Distinguish between stories of choice and stories of blame

Concept: Responsibility and ownership



what I didnt learn in bus school


Recognition 8: You choose your point of view

Exercise: The mountain – what informs your point of view

Concept: Fixed and Fluid P.O.V (vanishing point and stepping into unknowns)



Playing to win


Recognition 9: You choose where you place your focus

Concept: Orient according to what you bring, not what you get

Concept: Belief follows experience



A key part of the flipped journey is to periodically reflect on the journey and celebrate the milestones. To finish up The Pilgrim, Whyte shares a poem about the end of the journey along the Camino in Spain:


The road in the end taking the path the sun had taken,
into the western sea, and the moon rising behind you
as you stood where ground turned to ocean: no way
to your future now but the way your shadow could take,
walking before you across water, going where shadows go,
no way to make sense of a world that wouldn’t let you pass
except to call an end to the way you had come,
to take out each frayed letter you brought
and light their illumined corners, and to read
them as they drifted through the western light;
to empty your bags; to sort this and to leave that;
to promise what you needed to promise all along,
and to abandon the shoes that had brought you here
right at the water’s edge, not because you had given up
but because now, you would find a different way to tread,
and because, through it all, part of you could still walk on,
no matter how, over the waves.

– David Whyte

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