Several things contribute to an evolutionary understanding of small business formation, health, difficulty and demise.  First, there is the examination of the business model and an earnest exploration of the likelihood that the business will find its niche.  It is also important to address how the business can best get the word out that it exists and will perform its services seamlessly so that buyers will return.  For me, there is the examination of the person I am working with, noting the person’s talents, strengths and challenges, and understanding who the person is as a social being in the larger picture of the contribution the individual is seeking to make to the business community at large.

In other words, how exactly is the person I am working with complementary to the pathway he or she is walking?  What makes the person attracted to the job?  What makes the person I am working with unique?

Discussions with prospective clients usually occur in my living room.  I work out of my home.  Talking websites, we sit surrounded by books on evolution and related disciplines.

Immersed in an evolutionary theory characterized by how social structure evidences itself in behavior, physiology and neurology, I notice in the people I come in contact with features that place them in a matrifocal or patrifocal context.  It’s not exactly a compulsion that I observe conversations between clients and myself from this unusual perspective.  The things people say, how they say it, how they behave, what they seek and how they look suggest to me their evolutionary proclivities.  I sometimes make predictions, based upon their behavior, that I will see evidence of certain other behaviors.  Sometimes my predictions hold true.  Often not.  I note the exceptions.  Anomalies often open doors to new understandings.

Sometimes it is a couple that seeks advice on putting up a website.  Having received training to become a therapist and having experienced over 30 years of group, individual and couples therapy in my own life, I’ve developed a process-psychodynamic view of human communication.  In a way still difficult to explain, watching the interactions of a couple in my living room offers both a process/choice-based interpretation of what I observe and an evolutionary perspective.

An astonishing number of people come to me for websites and do not really care if the website succeeds.  What I mean is that they are willing to take a chance of paying for a site but don’t want to pay to make sure the site receives visitors.  What do these folks have in common?  I look for patterns.

People with communication qualities suggestive of Asperger’s come to me seeking website consultation.  I watch and listen for the patterns in common among these different folks.

I offer the most attention to people that are left-handed or display qualities that I associate with left-handedness.  What do these folks have in common?

I talk with many artists, designers, architects, photographers and creative folks.  Left-handedness runs rife among the creative.  Often in conversation I am talking to a person who shows all the signs of a left-handed person, but the individual is right-handed.  Sometimes I can’t stop myself and I ask if they have a left-handed parent.  Almost always they do.

My laboratory is my living room where potential clients come to talk.  Like a psychotherapist doing intake, I gather information about what they seek for their website while I’m collecting nonverbal details on who they are and what they want.  People are astonishing.  Each person carries his or her whole life and the lives of his or her evolutionary precursors.  Interacting with these folks in my living room is like chatting with the fingernail of a giant, a fantastic being filled with possibilities and pasts.

Evolution is everywhere.  Evolution walks into my living room every day.


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