This article is for every business owner and entrepreneur who has struggled to build a business. You work hard and are profitable and yet you just know that there has to be a better way. Or you might not be aware that there is any other way of operating your business then the way you are now.

I am using web designers and developers as an example for this article. It really could be any type of business, even yours - remain open minded as you read. Make notes of your observations and feelings.

I see three types of entrepreneurs in the web development industry; the artist, the programmer, and lastly the self-taught designer. They work in the same industry but their backgrounds, behaviors, and context are substantially different.

1) The Artist

This person tends to consider himself or herself more of an artist than a web designer. Web design just happens to be how they get paid. Most have attended art or graphic design school and later decided they wanted to specialize in web design or development.

The artist gets a lot of personal satisfaction, fulfillment, and affirmation by seeing the result of their work come 'alive' on the Internet. Their clients find them a challenge to do business with. They focus so much on the 'look' of the website and they do not take criticism and feedback well. This happens because they are overly, emotionally invested in their work and cannot see the forest for the trees.

They struggle with clients who want to change colors, make changes to the design, or are not happy with their work. The designer will often spend a lot of time explaining how they came up with the design, colors, and layout. Unfortunately, they begin pushing their design on the client and frustration on both sides grows exponentially.

The client feels the designer is pressuring them to accept the design and the designer is frustrated because they cannot separate the design from their own identity and self worth.

What the designer needs to do is stop talking and start listening to their client. They need to stop 'selling' the design and trying to get the client to accept their work because they already spent the entire budget on the design but they seldom mention that to the client.

Business and Personal Growth Strategy: The designer needs to learn how distance themselves from their work by realizing that their identity and self-worth does not come solely from their 'art'.

2) The Programmer

The web 'developer' is often a technical geek who makes a living writing 'code' by building websites, web applications, or software. Often referred to as a Micro ISV (Independent Software Vendor) they are detail fanatics because the 'job' of programming requires a high level of focus on the details.

The biggest challenge for the programmer is not losing focus but losing sight of the big picture or getting lost in the details. They carry so much information in their heads while programming it is difficult for them to focus on anything else. They need quiet private space to work where they will not be interrupted and quietly work to get the design or project 'out of their head'.

While attention to detail is their strength they often struggle to communicate to their clients what they did and why they did it without getting into the details. Without careful communication and planning a programmer can create something that 'looks' quite different from what the client had expected. In this situation a 'programmer' can become confused and frustrated with the customer.

The issue arises due to a mismatch between the communication style of the developer and the client. Most small business owners tend to focus on the big picture and do not want to get caught up in the details. They just want someone to 'look after the details' which is why they hired a developer in the first place - to bring their vision to life on the computer.

Business and Personal Growth Strategy: A developer is trained to process, construct, and manipulate information but this becomes a real challenge when they have to deal with a 'visual' buyer or business owner customer. The programmer needs to learn how to communicate with the customer on a 'big picture' level without forcing the client to understand with the 'details' on their level.

3) The Self-Taught Designer/Developer

They are more like an entrepreneur or manager this business owner had earned their stripes through a combination of experimentation, trial, and error. They love computers and migrated to web design and development. Some were looking for a way to make a living doing something they enjoyed. Others just started helping friends and family and slowly evolved it into a business.

The self-taught designer/developer operates their business one of two ways. They either do everything themselves or outsource all design and development to sub-contractors, or in-house staff. Again, the way they operate is substantially different, yet similar.

I-Do-Everything: Tight control, the personal touch, and high service levels are these designers identifying characteristics. They offer great value and experience to their customers. Growing their business is a challenge and as the business grows the designer finds herself working longer hours and having to extend project due dates. If left unattended the demands of a growing business wear out the designer.

Business and Personal Growth Strategy: Either the designer brings in additional staff or is forced to increase rates substantially. With additional staff often additional problems arise which creates new stress unless they get some help to standardize and system-ize the business.

I-Don't-Touch-a-Thing: More of a manager or business owner than a web designer this business owner is able to handle larger jobs and grow their business because they do not get caught up in the details of a project. This leaves them free to concentrate on the customer, manage the project, and of course business development (read sales).

Business and Personal Growth Strategy: Dependence on creative staff or outsourcing makes it difficult to maintain a common approach and artistic feel from job to job. When a key designer leaves often the skills they developed and their understanding of your business are hard to replace. Like the I-Do-Everything designer, standardization and systemization will go a long way to adding structure to the business.

What is similar between these two Self-Taught Designers is their ability to exercise a high level of control over their work and customers reap the benefits of quality, consistency and dedication. Each of these business owners need the same help - to see themselves as 'business owners' instead of designers and developers. Once that shift in their identity begins real change and growth in the business will occur.

Did you see yourself in any of these descriptions?

The type of business I used for this article happens to be web development. But the root of the problem is the same for every business. Just because you can do the work of the business doesn't mean you should. The solution is the same for each business replace personal effort with structure by using your knowledge of the business to create the processes and systems.

No matter how technically astute and capable you are, when it comes to growing a business to move to the next level you need to change your thinking. Eventually, the processes and systems will provide you with the same level of comfort and control as you currently enjoy with one major difference - freedom.

What were your observations and feelings while you were reading? Did you recognize any of the traits in yourself? What are you going to do about it?