But entrepreneurs usually only have a handle on the technical aspect of their business - arranging flowers or manufacturing widgets. Even if they're no good at managing people or developing marketing, business owners often refuse to hire outside help. Instead of paying an employee or independent contractor to do some things, the entrepreneur will do it himself or herself - even though the owner's time is much more valuable than a worker's or contractor's. If you're married to another person, you're now in a dual marriage. This is your life.
Business is about constantly changing, organizing and adapting.
That's bad because if there is a shift in the market, the business owner won't be prepared to adapt to it. It's a scary thing because when the market changes, you may not be able to sustain your business. So Horn advises owners to imagine someone else owns the business. Most people won't display such a lackadaisical attitude about another person's enterprise. Kasey Eidukonis, a business analyst with SLGG Group LLC, said business principles aren't difficult, they're just not widely known or used by small business owners.