Entrepreneurial Attitudes
Class 11 Entrepreneurship — The attitudes that separate successful entrepreneurs
Understanding Attitudes
Worker 1
“I am pulling in to earn a living. I am working and earning.”
Work is a burdenWorker 2
“I am constructing a wall.”
Work is a taskWorker 3
“I am building a beautiful mansion.”
Work is a purposeAll three were doing the same work. What differentiated them was their attitude towards work.
Think about two students in the same class: one sees studying as a chore, the other sees it as an opportunity to build their future. Same books, same teachers, same classroom — but their attitudes produce completely different results. That's the power of attitude.
Features and Sources of Attitudes
Features of Attitude
- Affects behaviour: People have a natural tendency to maintain consistency between attitude and behaviour. Attitudes can lead to intended behaviour if there is no external intervention.
- It is invisible: It constitutes a psychological phenomenon which cannot be directly observed. However, we may observe an attitude indirectly through observing its consequences. For example, if a person is highly productive, we may infer a positive attitude towards work.
- Attitudes are acquired: Attitudes are gradually learnt over a period of time. The process of learning attitudes starts right from childhood and continues throughout life. In the beginning, family members have a greater impact on the attitude of a child.
- Attitudes are pervasive: They are formed in the process of socialisation and may relate to anything in the world. For instance, a person may have positive and negative attitudes towards religion, politics, politicians or countries.
Sources of Attitudes
The central idea running through the process of attitude formation is that the thoughts, feelings and tendencies to behave are acquired or learned gradually.
- Direct personal experience: The quality of a person's direct experience with the attitude object determines their attitude towards it. For example, if a worker finds their job challenging, supervisors understanding, and co-workers cooperative, they will have a positive attitude towards their job.
- Group Associations: People are influenced by other members in groups to which they belong. Attitudes toward products, ethics, warfare and other subjects are influenced strongly by groups they value and with which they associate. Groups include family, work, peer groups, and cultural and sub-cultural groups.
- Influential Others: A person's attitude can be formed and changed through personal contact with influential persons such as respected friends, relatives and experts. Opinion leaders are examples of people respected by followers who may strongly influence attitudes and purchase behaviour. Advertisers often use actors/actresses similar to their intended audiences and “slice of life” commercials showing typical people finding solutions with the advertised brand (e.g., specialised shampoo advertisements for dandruff).
The 12 Essential Attitudes of an Entrepreneur
Click any attitude card to explore it in detail. Only one expands at a time for focused reading.
Key Takeaways
Key Takeaways
- Attitude is what differentiates people doing the same work — it shapes behaviour and outcomes.
- Attitudes are invisible but can be inferred from behaviour and consequences.
- Attitudes are acquired from direct experience, group associations, and influential others.
- Passion, trustworthiness, and flexibility (without compromising core values) form the foundation of entrepreneurial attitude.
- Failure is a learning opportunity — venture capitalists prefer those who have tried and failed over those who never tried.
- A strong work ethic and the ability to rebound quickly from setbacks separate successful entrepreneurs from the rest.
- Confidence is contagious — believing in oneself influences employees, customers, and stakeholders.
- Stepping out of one's comfort zone periodically is essential for personal and company growth.