Breaking the Business Mold
Three Innovators Set Popular Business Myths to Rest
New research has recently highlighted the decline of American entrepreneurship despite the upward trends within the state of economy. Researchers have expressed concerns over slowed business creation being outpaced by business closures. There are a number of alarming consequences, largely fewer jobs and a greater slice of the U.S. economy dependent on long-standing firms. Over the last 35 years, new firm creation has shrunk, with companies under five years old hovering under ten percent of the entrepreneurial pie. The Kauffman Foundation points to the recession as hindering entrepreneurial potential.
In light of this recent spotlight on dwindling entrepreneurship rates, there is a need to lay several business myths to rest and spur forward a new generation of entrepreneurs. The following article profiles three different business trailblazers. Â Each entrepreneur responded to a call to action, held a rare insight, and was unmoved by a popular myth about starting a business.
An American woman travels to Zimbabwe and discovers a “fruitful” way to improve a local economy. A small-town doctor comes up with a novel method to enhance the quality of care she offers. An inventor zeros in on affordable ways to clean up the agricultural industry. The results of such entrepreneurs and innovation include the creation of jobs, improvements within the community, and greater financial well-being.  Here are their stories, and what they did to disprove common myths about energizing a business.
Myth #1: One Person Can’t Make a Difference
The baobab fruit looks like a giant green potato stuffed with powdery white pulp grows on the gnarly baobab tree. This singular tree grows in the most drought-prone areas of Africa, such as Zimbabwe. Despite being labeled “the breadbasket of Africa,” Zimbabwe receives so little rainfall that farmers can’t grow conventional crops and don’t own much livestock. With 70 percent of Zimbabweans living in poverty on less than a dollar a day, you might think that they would turn to the nutrition-packed baobab fruit for survival. Yet there’s a stigma attached to eating the fruit. Many people consider it a food of last resort, and children are often the only ones who consume it.
In 2010, Sara Andrews traveled to Zimbabwe to work with TechnoServe, a nonprofit organization that seeks to build businesses in impoverished areas throughout the world. The Zimbabweans’ vigorous entrepreneurial spirit, along with a 90 percent literacy rate, appealed to her immediately. Andrews knew she wanted to help cultivate the region’s economic growth in a way that also supported the environment.
She soon recognized the baobab fruit as a nutritional bombshell. The overlooked commodity has more antioxidants than popular “superfoods” such as acai or goji berries, according to tests published in Nutrition Journal. What’s more, the fruit is a great source of dietary fiber, has 14 amino acids, and a host of other essential vitamins. Andrews realized that the process of harvesting the fruit would involve labor and time, but the fruit could be harvested from existing trees. With this relatively low financial investment, families could purchase seeds from the proceeds. Â
Knowing the potential market for healthful baobob products, Andrews launched a company in Denver, called Bumbleroot, to sell the baobab fruit as a drink mix in the United States. The fruit, which is already in powdered form underneath its skin, is combined with coconut and other natural flavorings and sweeteners. The mix is made to dissolve in a glass or bottle of water so that consumers can avoid plastic packaging. “We worked to make it as natural as possible,” Andrews says. The result? A tasty organic, dairy- and gluten-free drink mix that comes in four flavors: pineapple, vanilla bean, lemongrass and blueberry.
A portion of the profits from Bumbleroot goes back into the communities where the fruit is harvested for food, water and education projects—proof that the ingenuity of just one person can indeed make a difference. Despite the longstanding taboo in Zimbabwe against eating it, the baobab fruit has taken on “newfound value in their communities as harvesters find new ways to use it,” Andrews says.  Â
Myth #2: New Ways of Doing Things Are Always Best
Robin Dickinson, a doctor, mother of two, currently living in Englewood, Colorado, felt there was something fundamentally wrong with our healthcare system. She wondered, “Whatever happened to doctors who made house calls and spent as much time as necessary with each patient?“ Â
Dickinson and her husband, who is also a doctor, yearned to make things less complicated: “We feel blessed to live in a community where we can walk or bike almost everywhere, keep chickens, and know our neighbors.” Her solution? Community Supported Family Medicine. This small practice is an “ideal form of medicine where we provide a different quality of care.”
In the U.S., about 30 percent of health-care costs go to administration according to Businessweek. Dickinson’s idea was to cut those costs by having her patients pay a small monthly fee, thus making medicine more affordable. She charges $30 a month per person for the first two members of the household and $15 a month for each additional member. In addition, there is a $60 one-time administrative fee per household to join. Membership in the center allows patients to come in and see Dickinson whenever they need to instead of worrying about the cost of a particular appointment.
How does this work? By using a direct membership model rather than one based on a patient’s insurance coverage, she is able to simplify her practice’s finances and structure.  And, there are just two people in the office: a patient and a physician fully focused on that patient’s needs. Â
That patient-physician relationship at the core of Dickinson’s practice ensures good communication. A patient might want lab results or to discuss a recent article. “You can’t bill for that,” Dickinson says. Most of her practice is done electronically, such as answering questions or sending lab results by email. She also spends a lot of time with patients over the phone explaining whatever they are comfortable bringing up—including those nagging little questions that people usually don’t feel brave enough to ask.
Half of U.S. doctor visits last 15 minutes or less, according to a survey by the Centers for Disease Control and Prevention. This makes it “difficult to talk in depth about everything,” according to Dickinson. By contrast, she averages an hour of private time with each of her patients. She takes the opportunity to really delve into their questions and her explanations. She spells out why her patients should exercise or follow specific dietary recommendations. “I explain why I’m recommending what I do,” she says.
Dickinson believes everyone should have access to this kind of care: “My hope would be that someday we’d have a variety of different models, different choices and creativity about choices.”  Her ingenuity proves that old-fashioned ideas can be adapted to today’s needs.    Â
Myth #3: Better Products Must Be More Expensive
At a conference in 2012, agricultural innovator Calvin Hildebrand of Santa Fe, New Mexico and farmer Kevin Ivey discussed the fact that the price of commercial chemical-based fertilizer had increased by 400 percent in the previous two years. They wondered if it would be possible to replace fertilizer with an abundant, less expensive, resource: algae.
After the conference, Hildebrand enlisted the help of Gary Chavez, an algae lab intern at Santa Fe Community College. Soon after, Chavez discovered a tank half full of algae. And these algae were small—about seven microns—which meant they wouldn’t plug up the pivot that would be needed to spray 34 gallons of the algae on a field at a time.  Hildebrand and Chavez cultivated this powerful strain of indigenous algae, scenedesmus. Next, they tested it on a crop of seed millet and alfalfa and orchard grass on a farm near Moriarty, New Mexico. The results of this testing might well change the course of human (and natural) events.
Not only did the algae prove potent, and double crop growth, but they reduced waste and pollution. That is, the algae regenerated degraded soil and reduced the need for water because the algae hold water, enabling nutrient absorption. The resulting plants were hearty.
An additional experiment showed that algae coated the roots of plants and fed the microorganisms in the soil in a way that breaks down harmful nitrates. According to National Geographic, nitrogen fertilizer is widely overused and has been identified as a major source of pollution, poisoning the air and contaminating lakes. Â
The bottom line? Algae are also 70 percent less costly than traditional fertilizer. Hildebrand’s company, Innovative Organic Solutions International, now produces “algae products for soil restoration.” (The algae products cannot be labeled fertilizer, but as “soil amendment.”) Not only do the algae not contain any chemicals; they displace chemicals.  This symbiotic arrangement is a perfect match and proof that a better product doesn’t have to cost more.
These inspired innovators challenge three prevalent business myths, all while finding a unique, innovative solution to a common problem. All of them succeeded with help from Accion, a nonprofit organization in the Western states of Arizona, Colorado, Nevada, New Mexico, and Texas, that has been a champion of innovators since its inception in 1994. Â
These Accion-funded innovators all skewer oft-repeated myths about starting a business. They’ve found ways to reframe common problems and offer solutions.  And as these three demonstrate, innovation is for all of us to use in our daily lives. Like them, anyone can find opportunities in the world to make a difference. It’s stories like these that offer hope in a time of dwindling business creation, demonstrating these myths should finally be laid to rest.