Why do more than 50% of businesses fail in their first 5 years?
Data from Forbes show: a significant number of fledgling entrepreneurs fail not from a lack of passion, but from a lack of self-awareness. Misaligned strategies, partnership friction, and burnout are often symptoms of a deeper issue—building a business that works against your natural entrepreneurial identity. The ETI is designed to prevent this before it starts.
Without the ETI, you risk...
- ❌ Misaligned Strategy: Wasting time and money pursuing tactics that conflict with your natural strengths, leading to slow progress and frustration.
- ❌ Partnership Friction: Collaborating with people whose entrepreneurial styles fundamentally clash with yours, creating a foundation for conflict and failure.
- ❌ Founder Burnout: Forcing yourself to operate in a way that goes against your core identity, leading to exhaustion, demotivation, and a loss of passion.
- ❌ Critical Blind Spots: Overlooking or underestimating crucial weaknesses in your core business disciplines until they become critical threats.
With the ETI, you gain...
- ✅ Authentic Alignment: The clarity to build a business that aligns with your core drives, maximizing your effectiveness and personal fulfillment.
- ✅ Strategic Collaboration: The insight to identify ideal partners who complement your style, creating a stronger, more resilient, and effective leadership team.
- ✅ Sustainable Passion: The ability to lean into your natural strengths and mitigate your weaknesses, reducing friction and preventing the burnout that sinks many ventures.
- ✅ Actionable Self-Awareness: A clear, data-driven map of your entrepreneurial identity, allowing you to hire, delegate, and learn with purpose and precision.
How Does It Work?
Through a brief psychometric assessment, the ETI plots your identity as a gradient across four overarching types—Altruistic, Effective, Inventive, and Opportunistic. It then calculates your dominant and influencer types to establish one of sixteen entrepreneurial subtypes. A, E, I, O . . . Where do “U” fit in? Find out at no cost right now!
A Framework Built on Real-World Entrepreneurship
The ETI is grounded in a proprietary framework that honors the complexity of the entrepreneurial journey. It moves beyond simple labels to provide a dynamic map of your unique style.
Four Entrepreneurial Types:Your core drives are oriented toward service (Altruistic), mastery (Effective), innovation (Inventive), or prosperity (Opportunistic).
Sixteen Granular Subtypes:We identify your dominant and influencer types to reveal a specific, actionable profile (e.g., "Altruistic + Inventive").
Twelve Attribute Pairs:We capture key internal tensions (e.g., "rules vs. rebels," "people-oriented vs. systems-oriented") that translate into your decision-making patterns.
Intuitive, Actionable Results:Upon completion, you receive a comprehensive but easy-to-understand breakdown of your entrepreneurial identity, designed for immediate, real-world application.
Get Lifetime Access for Lifelong Insights!
The truly amazing thing about the ETI is that it's only going to get better with each completed test. Pro members get the latest, enhanced insights we glean from additional data.
For Institutions & Educators
Looking to empower your own community of entrepreneurs? Institutions can deploy the ETI through customizable, white-labeled portals with revenue-sharing options. Equip your students, members, or employees with intuitive, actionable insights paired with strategic roadmaps to business success. Learn more about our partnership opportunities.