#1. Make money. Big money. Part time money. Some kind of money.

Second most popular?

#2. Be your own boss.

So those who have come, responding to those calls, have done so to make money and be their own boss.

So far so good. We got who we asked for. And there's more good news:

According to a recent poll commissioned by Yahoo, Two-thirds of Americans have entrepreneurial aspirations..." ( http://kimklaverblogs.blogspot.com/2006/04/two-thirds-of-americans-have.html ) That means millions more prospects for the business.

Now for the bad news.

When asked what their primary motivation was for their entrepreneurial aspirations, they replied that:

1. Money is not their primary motivation -- only 3 percent (half of the 6 percent in 2005) said getting rich was the main reason they wanted to start a business.

2. The main reason for launching a business: Doing work that they really love.

3. The second most popular reason: "To be my own boss."

We got the second one right - "To be my own boss" is the second biggest reason people pursue the entrepreneurial dream.

Now for the two competing number ones.

Recruiters pitch: Give me people who want to make money, especially get rich money.

Folks looking for their own business seek: Give me something I love doing. Finally.

If today's American aspiring entrepreneurs are our potential recruits, and if they are to be taken at their word, how many do you think will join us (versus other business options) if we continue to hold out the big money as the main (and often only) attraction?

Our market says it's looking for something to love first. Be their own boss second. And money - well it's dead last for 97% of the prospects.

The times they are a-changin'...

Next post I'll tell you how Starbucks is doing it. Hehe.