Ready Entrepreneur

The Art of Recasting as an Aspiring Entrepreneur

by Case Lane

For every person who is thinking about getting started with an online business, there is someone who understands why they have waited so long to do it.

The story usually begins with indoctrination into the status quo. The average person – you, me and the neighbors – have been told as long as we can remember that the ‘right’ thing to do with your life is something like finish high school – go to college – get a professional job – get married – get a house with a mortgage – have a family – retire.  If you do that you are said to have ‘made it,’ your time on earth considered well spent.

But if you are reading this article, you may be one of those who wondered if the familiar road really is all ‘they’ say it should be. For some reason, you’re restless. You want more, or something different. Maybe you want to be more or feel that your life has a deeper value or meaning.

Whatever the reason, your thoughts have led you to entrepreneurship, and the promise inherent in building your own enterprise.

The Gold

Entrepreneurship carries the promise of being able to earn enough money to do your own thing, be your own boss, and live as you choose. You can build a community you own by delivering value to enough people who want what you have to offer.

Even though you may have heard all the stories about entrepreneurs working day and night to bring their idea to the public, and then having to fight to get people to believe them, or make a purchase, you still see entrepreneurship as the opportunity you have missed so far.

What’s not to like about living your dream life? Doing work you really enjoy? And having a world you control?

In the back of your mind, you know that if it was easy, everyone would be doing it, and succeeding.  But you know, you’re not ‘everyone.’ You question the status quo, you strive for more, and you are willing to work to get it.

So what should you do next?

Recast Yourself as an Entrepreneur

Since you have followed the familiar road, the first thing you have to do is recast yourself to think and act like an entrepreneur.

If you are in Hollywood or on Broadway, recasting is when the person who got the original part is replaced. Depending on which side you’re on, this is a fantastic or devastating moment. Someone’s big break can be your heartbreak.

The same is true when you recast to entrepreneurship. You are going to play a new role in your own life. That means changing some of the things you do now.

When you recast and start focusing on your business, you are probably going to stop focusing on friends, maybe family, or maybe even the 9-to-5 job you’re doing now. That’s someone else’s loss, so those someones are going to try and stop you from making the move.

So the first thing you have to do to recast is work on your mindset. There is an enormous body of work dedicated to this subject, but the bottom line is you have to know that your mind is controlling your emotions, and therefore your actions.

When someone tells you, you are bad at business, you start to feel bad. You question yourself as you wonder why they came to that conclusion. And you probably ignore your business idea, while you try to come to terms with this feeling.

So make sure you are aware that you are doing this. You will not be able to change your feelings overnight. But each time you hear something negative about your plans, remind yourself why you have decided to become an entrepreneur.

Focus on the work you have to do for getting started like finding somewhere to work and removing distractions. Set aside the time, at least 15 minutes a day to research your business idea. The more you start thinking as a business owner, the more you will become one.  If you make your business plans a core part of your everyday, your recasting will evolve into your version of a new normal.

Set Boundaries With Others

For many aspiring entrepreneurs, losing connection to the people closest to them creates the fear and reluctance associated with starting an online business. It is one thing to recast yourself, but it’s quite another to disentangle from the world you have created.

What do you do when people are used to, or even dependent on, having you around?  

You set boundaries. Not overnight, but over time.

First, decide on your own how you would like the situation to unfold. You can control your plans if you have an idea about where you are going.

So if you want to start a business as a short-term endeavor, or without the pressure of replacing your current income, you can tell your family and friends that you have this plan and will be taking time to work on it, but can be flexible.

If you are looking to replace your income, then you have to say you will take all the time you need, for as long as you need to get it done.

In all cases, remember now you are wearing your entrepreneur hat. You want to walk and talk your business. If appropriate, try incorporating your family and friends into the story. Draw on their strengths to support you. If someone is a good proof-reader have them look at your copy, if your kids like creative design apps have them find your logo.

It may be a little extra work or extra step to draw in those who are trying to hold you back, but it will be worth it.

Create Your Action Plan

Recasting is set-up around two groups of actions – the foundational actions like setting up your workspace that will help you get organized, – and the creative actions like deciding on your business idea.

Once you’ve found your idea and done your research, create an Action Plan that you will work through to establish the business.  Your Action Plan is a fluid document that will constantly be updated and changed. But it’s also a blueprint for moving forward. Use it to decide the actual activities you need to do to get started.

For example, for people in the information products business who want to start by determining the interest in their product, start with a one-page landing page offering a free lead magnet to capture email addresses.  Your Action Plan could be:

1. Create lead magnet
2. Set up landing page
3. Set up email management
4. Write email sequence for leads
5. Post landing page URL on all social media

You can also have sub-activities, a more detailed action plan might be:

1. Create lead magnet
   1. Research potential free products
   1. Write 2-page PDF document
   1. Outsource PDF design to freelancer
2. Set up landing page
   1. Write landing page copy – headline, text copy
   1. Find images for landing page
   1. Buy domain
      1. Set-up custom domain in landing page app
3. Set up email management
4. Write email sequence for leads
   1. Include coaching offer in 10^th email
      1. Set up sign-up page for coaching consultations
5. Post landing page URL on all social media
   1. Create Facebook post about new landing page
   1. Find images for Instagram post
   1. Post one-line for Twitter

As you complete each action, do a quick review to make sure you are still on the right track and aimed at hitting your business goals.

Your Action Plan can also have many sections or different paths. And you can constantly change it, even to the point of starting all over again.

But the key is you have to start.

The Only Way to Finish Strong is to Start

You have to start your online business somewhere. Every major billion-dollar corporation you know started with a simple plan. They made one sale, and they grew from there.

But if you don’t start, you will not get that first sale.

To give yourself the opportunity to make your business dream a reality, you have to make the time to get to work.  Every daily effort is progress towards your goals. Constantly ‘hoping’ to start or ‘planning’ to start will not create an online business for you.

Only starting will.

And starting your business does not have to be an elaborate show. It’s not about filling out a stack of legal forms, or agonizing over a logo, or making sure every line of copy is perfect…it’s about finding out if someone…anyone is interested in the product or service you have to offer.

Business is make a product, sell a product.

If you come up with an idea, the next thing you should do is try and sell it to one person. If you can prove that there is demand for your product, then you can move forward with all the other necessary actions to make your business a viable commercial enterprise.

But spending money on non-revenue generating activities before you know if the product is of interest will only send you down the road to disappointment and abandonment before you have even really started.

As you research before starting your business, think about your first ‘quick win.’ Consider a lead magnet with an email sequence that leads to an inexpensive offer that your dream customers can use to understand the value you deliver.

Focus your attention on this one sequence – changing and updating it as necessary – until you have revenue.  If you cannot get enough people interested, move on to another idea, or adapt and change your plan again.

Your online business is the opportunity you can use to change your life…for the better, and open up all the promises that entrepreneurship offers to those who are willing to do the work.

Give yourself the best chance possible by recasting – changing your mind and actions – to be, become and think as an entrepreneur.

Make Recasting your first action, and then keep going until you have the business you want, the life you seek, and the smile on your face to prove it.

You can get your copy of Recast: The Aspiring Entrepreneur’s Practical Guide to Getting Started With An Online Business by Case Lane at in print, audio or ebook at Amazon.com, or in all digital formats wherever you buy your ebooks.

Disclosure: Links to Amazon.com are affiliate links that earn for eligible purchases at no additional cost to you.