Whether or not Freud nailed it with the Structural Theory is open to some debate (one which I’ll let bigger brains than mine ponder!) but virtually all of us can relate to these three personas and know someone who fits each of these profiles. The Id-like person throws caution to the wind, takes risks without thinking through implications, and allows the dreamer in him to lead his actions. The Super-Ego-like person is highly risk-averse, needs to have near-perfect information before making a decision, and never, ever, swims until at least 30 minutes after eating. The Ego-like person has drive and is willing to take risks, but seeks to understand situations enough to take calculated risks as opposed to foolish risks.
While reading this, you may have thought of a friend or family member who fits into each of the above categories. You may have also slotted yourself as being predominantly Id, Super-Ego, or Ego-like. It also may be situational to where you are more Id-like in certain situations while you are more Super-Ego-like in others. As this specifically applies to starting and running your own small business, it is vitally important that you identify whether you are more Id, Super-Ego, or Ego-like and that you balance who you are with others who fit into the other categories; thus the following maxim:
Small businesses need a blend of Id, Ego, and Super-Ego personas to be successful.
So as it relates to you, are you more of an Id that throws caution to the wind without thinking about implications? Or are you more like the risk-averse Super-Ego who needs perfect information to make a decision? Or are you more of a middle-of-the-road Ego who is willing to take calculated risks and knows how to balance risk and reward? Then again, maybe you’re not sure. If you’d like a better perspective on where you fall in the small business owner spectrumArticle Submission,