Debtset – Bailiff-Sheriff Aust MEMBER Login
Entrepreneurial intelligence: develop the four pillars
LOOK hard enough and you will identify four key factors that drive all entrepreneurs to success. That is the basis of research by Australian author Allan Bonsall, outlined in his new book Entrepreneurial Intelligence, which draws on the approach of Australian coffee trailblazer, Phillip Di Bella.
While the book looks at the some of the world’s most successful entrepreneurs – such as Richard Branson, Gerry Harvey and Steve Jobs, who largely attribute their own success to perseverance, commitment and hard work – Mr Bonsall outlines the ultimate formula for entrepreneurial success by identifying four key principles of vision, passion, brand and emotional intelligence. 
Mr Bonsall said Entrepreneurial Intelligence was inspired by the philosophies of Queensland coffee entrepreneur Phillip Di Bella, and aims to present a new and enlightened way of looking at entrepreneurship that is immediately relevant to Australians.
“Many people associate entrepreneurial success with commitment and preparedness to work hard, though if we delve deeper it becomes clear all successful entrepreneurs share several other distinct traits,” Mr Bonsall said.
“Vision for instance is a key driver for any entrepreneur. It is the ability of an individual to define a purpose, a goal or personal agenda and share that vision with others so it grows into the future place every successful entrepreneur can see clearly in their head.
“Passion is another key characteristic that envelops us all and fuels us to achieve our goals. Passion is the life-force of ambition, it propels entrepreneurs to the top and sets them apart from the rest.”
Mr Bonsall said the third part of the formula was more tangible than vision or passion and is the key to building loyalty and generating repeat purchase and referral.
He said the most fundamental of business principles is to place the customer at the very heart and core of a venture, this is done by harnessing the power of a brand.
“Successful entrepreneurs intuitively know that understanding their brand is the most powerful link they have with their customers,” Mr Bonsall said.
Mr Di Bella, who created the highly successful Di Bella coffee brand out of a sense of purpose in elevating the Australian coffee scene, said from his experience the final principle in the formula is perhaps the most complex: it grows from the combination of vision, passion and brand and is truly what sets successful entrepreneurs apart.
“It is the individual’s ability to be both aware of their own emotions and the emotions of those around them,” Mr Di Bella said.
“Great entrepreneurs know how to effectively engage with people and recognise and prioritise the needs of others, often subjugating their own ambitions in the process.”
Di Bella established Di Bella Coffee in 2002 by leasing a roaster part-time. He roasted coffee at night and went door-to-door to attract clients by day.
His story fascinated Mr Bonsall, who had previously co-authored a book with Dr John Harrison from The University of Queensland, BRANDAID, Brand Power at the heart of your business.
Mr Bonsall spent two and half decades in advertising, delivering branding and marketing solutions to a line-up of top Australian and international companies and has since developed a strategic planning tool based around the principles of branding.
Entrepreneurial Intelligence is available online at MyDiBellaCoffee.com, Di Bella Coffee retail outlets, all online book sellers and Estee Media’s website.
Entrepreneurial Intelligence is also available as an eBook from Amazon, Kobo, Google and Apple as well as the Australian eBook Publisher.
ENDS
