Idea vs Execution

I've come to realise, after mulling for over 3 months about getting myself on the road to self employment, that the solution is not about finding that magic idea. It's about what I do with an idea and how I do business when I'm self employed.

For example, topskips.com is a skip hire company that grew from a small company to a multi million business. It's skips, not some complicated, ambitious idea like advanced robotics. So technically you can earn a good living self employed by any means. It's how you do it that counts.

So does that mean I'll succeed if I just follow any self employment route and work on it? It doesn't work that way. Human beings are individualistic. You can't be made to do something you don't like for the sake of being self employed. Most people are not the type who can get great satisfaction selling computers, making big money, then going on to promoting time share apartments. So on and so forth. We like to think we stand for something and want our choice for self employment to reflect our personality, ideas and choices.

That's were it becomes hard to reconcile owning a business that represents your ideals. Plus, some people take on a mission to change the world when they become self employed. This is despite all business advice in the world say you should 'give the customer what they want', not tell them what they should be wanting.

How it's done involves how money is invested too. I'm not good with taking risks with money so that's the challenge for me, i.e. I might know it's a good idea to pay to get something done, but because I'm so risk adverse, I'll go for the safer option, potentially spoiling the opportunity to do it properly.

Perhaps I'm more suited to being employed than being self employed, I wonder. This or I'll have to make some serious changes.