Chapter 8


Liberty consists in doing what one desires.

John Stuart Mill, On Liberty, 1859

Introducing the Satisficers

This chapter looks at the Satisficers. We initially called this group the Stress-Free Stability Seekers. In considering a tribe name we started with the Achievers and then changed to the Stabilisers. But after listening to our case interviews and taking another dive into the relevant literature we came up with the Satisficers. While a significant proportion of business owners in this tribe have achieved their inherent objectives, they have not necessarily addressed many of the issues impacting on business performance. They are, however, unlike the Seekers, Whatnows, Drifters and the Digitals (who you meet in Chapter ...

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