What Is The Value Of Curiosity For Entrepreneurs?

By Rieva Lesonsky

When we hear the word “curiosity,” our next thought is usually “killed the cat,” which makes curiosity something to be afraid of. Instead, Michael Gerber, author of the iconic book The E-Myth, says, “Entrepreneurship requires an unvanquished spirit of curiosity.”

I agree with Gerber and have always considered curiosity an essential trait of entrepreneurship. Tate Hackert, president and co-founder of ZayZoon, a financial empowerment platform for small HR departments, considers curiosity the spark that drives us to ask questions that challenge the status quo and push the boundaries of complacency.

Hackert believes his curiosity empowered him to pursue his passions, challenge conventional thinking, and pave a path to success. I talked to Hackert about the power of curiosity.

The value of curiosity for entrepreneurs

How curiosity can impact the entrepreneurial journey

Rieva Lesonsky: How has maintaining a sense of curiosity played a pivotal role in your entrepreneurial journey, and what impact has it had on your success?

Tate Hackert: Curiosity is everything. Curiosity is the driver behind good conversation, uncovering problems, and having a growth mindset. All three of those qualities are vital to entrepreneurship. Combining curiosity with action is a potent mixture that leads to success. My career has been built on those three qualities.

Lesonsky: Can you share a specific instance where curiosity led you to a groundbreaking idea or solution that significantly contributed to the success of your business?

Hackert: In 2022, I went on a 75-day, 21-state RV tour. We wrapped an RV in ZayZoon branding and called it the “Payday, Are We There Yet?!” tour. I and more than 40 team members who joined during various parts of the trip interacted with thousands of ZayZoon customers and clients.

At the time, we were going through our first bout of unprecedented growth, almost quadrupling within a year. I wanted to make sure the team was well-connected to the mission at hand. And the best way to discover problems that need to be solved is through knowing your customers. Getting boots on the ground, curious.

Unlocking your creativity in business

Lesonsky: You believe introspection contributes to unlocking creative potential. Yet, introspection appears to be the opposite of curiosity. How do you make that work?

Hackert: I don’t think all curiosity has to be external. You don’t always need to be posing your questions to someone. Much of the time, curiosity can be an introspective exercise. Curiosity is about pulling on the threads that present themselves and troubleshooting your way toward a successful outcome.

An example could be something as simple as readjusting your cold email outreach. Ask yourself questions like, “If I were receiving 300 emails per day, what would I want to receive?” After trying 10 and getting feedback, what other things can you do? A perpetual A/B test is akin to the growth mindset exhibited through curiosity.

Lesonsky: “Analogical thinking” is often cited as a powerful tool for innovation. Can you explain that and how it helps you unlock your creativity?

Hackert: This is my absolute favorite thing to reference. As a creative, I’ve always assumed everyone had similar abilities to connect the dots, speak through metaphors, and draw conclusions from seemingly unrelated topics.

I actually think curiosity helps you unlock this way of thinking. It’s the ability to view the problem at hand from different angles. The truth is, though, this is a difficult skill. If you have this skill, you need to work hard at storytelling. You need to help connect the dots for your audience.

If you don’t have this skill, you need to get it by exposing yourself to different situations and having conversations with people with varying life experiences.

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Cultivating creativity in the workplace

Lesonsky: How do business owners cultivate and encourage a culture of curiosity within their teams, and why is it essential for the collective creative potential of the group?

Hackert: Leading by example is absolutely necessary. Curiosity exists at all levels, but the most tangible form of curiosity is in the weeds—so go there. Take customer calls, show interest in the small details, hop in an RV for 75 days, and drive across the country to meet your customers.

Reinforce curiosity with the question, “Why?” When someone is presenting, make them go a layer deeper. Ask questions that require them to pull on an additional thread and not just settle for surface details. Data is notorious for telling the story you want it to tell. Make sure you’re asking deeper questions in an attempt to destroy any biases you might have.

Running a business with a curiosity-driven mindset

Lesonsky: How does adopting a beginner’s mindset contribute to the ability to navigate challenges and discover new opportunities?

Hackert: When you adopt a beginner’s mindset, you, in theory, remove much of your ego and bias from the process. You recognize you’re coming from a place of knowing nothing. This makes learning incredibly easy because every bit of new knowledge you gain is something you’ll double and then triple click on. You’ll ask the question, “Why?” over and over again. That’s what surfaces the opportunities.

If you go in with the mindset that you know everything, you’re automatically putting blinders on to new information. This is why experts can be dangerous in the early stages of a business, because when going from zero to one, you need to be flexible in your thoughts to move forward. Experts typically come with playbooks, which don’t always work super well when finding a product-market fit.

Lesonsky: In the fast-paced world of entrepreneurship, how can business owners balance the need for quick decision-making with the patience required for curiosity and introspection to flourish?

Hackert: Curiosity doesn’t need to equate to a bunch of upfront discovery work. Curiosity, in its best form, moves at the same pace as whatever new problem you’re solving. Use curiosity in real time to pull on threads and make small pivots. If you approach curiosity as a stand-alone activity, you’ll find yourself in analysis paralysis and a continual state of planning versus building.

In business, most curiosity takes the form of “market research.” Surveys, client calls, and consulting services. Unfortunately, in practice, these tend to be more “check-the-box” activities that end up making a beautiful paperweight.

Lesonsky: For aspiring entrepreneurs, how would you advise them to cultivate and maintain a curiosity-driven mindset?

Hackert: Have a ton of intent in your interactions. Curiosity doesn’t come by way of check-the-box activities like “customer discovery.” Curiosity is having an insatiable thirst for knowledge that takes you down multiple rabbit holes in a search for an answer (or more information). Embrace asking, “Why?”

About the Author

Rieva Lesonsky is CEO of GrowBiz Media and SmallBusinessCurrents.com and has been covering small businesses and entrepreneurship for over 30 years. Get more insights about business trends by signing up for her free Currents newsletter.

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