Gerber introduces the concept of the three key roles within every small business:

The Entrepreneur: This is the visionary, the one who dreams of starting a business and creating something unique. The Entrepreneur provides the direction and inspiration for the business.

The Manager: The Manager is responsible for planning, organizing, and ensuring that the business runs smoothly. They focus on systems, processes, and structure.

The Technician: The Technician is the doer, the one who performs the work that the business offers, whether it's baking cakes, fixing cars, or providing a service.